In a consumer culture replete with brand names, only a relative handful of companies can get away with the intrepid move of leaving out their names and relying on their logos alone. Nike’s swoosh and McDonald’s golden arches can stand on their own, for instance. So can Apple’s apple and Target’s target.
And, at some point in the future, Walmart hopes to join this club, too—at least, if its latest brand refresh is any indication.
On Monday, the retailing colossus unveiled the first major refresh to its brand assets since 2008. The tweaks are subtle—mostly a bulking up of its typeface along with some color adjustments—but the simplicity belies more ambitious aims.
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