Have you noticed that Walmart’s brand colors are a little brighter? The typography on its logo is a little thicker? That’s because Walmart just went through a very public rebranding, and it has a lot of people talking.
Much of the online buzz has focused on the logo, with many wondering why Walmart would spend millions of dollars to introduce a new logo that wasn’t that different from the old one. But a brand refresh includes more than just the logo. Let’s look at just a few of the things that go into it:
Logo Design Rebranding often does include a new logo. In Walmart’s case, while the changes are subtle, the logo has a fresher feel that appeals to a wider range of audiences.
Brand Standards When it comes to marketing channels, there are more of them than ever. A refresh of brand standards updates how the brand should be represented across all channels, including the new ones. Brand standards cover usage rules for the logo, color palette, typography, imagery, and more.
Color Palette A revised color palette can evoke different emotions and perceptions. In Walmart’s case, it updated from the paler blue and yellow to brighter, more identifiable brand colors: Walmart Blue and Spark Yellow.
Typography Walmart is using a new, custom typography that creates a fresh, fun feel across all channels.
Imagery and Graphics Whether on packaging, signage, or marketing materials, a refresh of imagery and graphics includes photographs, illustrations, and icons to ensure consistency and cohesiveness across all media.
Once decided upon, updates must be populated across every channel, from Walmart-branded packaging to signage, website, and marketing materials. Think about all of the different print elements included, not just at the retail level, but at the corporate level, too: letterhead, business cards, indoor and outdoor signs, wayfinding signage, and interior graphics. Then there is all of the social media, email templates, and print and digital advertising.
Rebranding involves a lot of different elements, and the ultimate goal is not only to update the visual representations of the brand, but to reshape how the brand is perceived in the marketplace. Brands change, audiences change, and every now and then, rebrands are necessary to keep pace. Even subtle changes can have a powerful impact.
Inspired to do your own rebranding? If so, let’s talk!