Walmart Plays Dress Up With Its Logo

According to Brand New, Walmart recently changed their logo. While I like the new look better, I would have to say that it doesn't fit their 'brand' quite as well. The old one was bold and dominant that said, "We're Wal-mart. Shop here, or else..."


The new lighter color, softer font, and strange starburst thing seems something more like a logo for a tech company or sleek eco-friendly biz. It doesn't say "Come here and buy my cheap goods because I pushed everyone else out and now you have no choice but to buy my subpar products."

But to be fair, I guess that's the idea---Walmart wants to separate itself from its increasing ugly public profile. My question is: Does changing their logo really send consumers a different message (even if only subconsciously)? Or is changing their image a futile attempt at reclaiming a negative public sentiment that will always equate Walmart with steamrollers and blood-thirsty ogres?