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As a logo designer and design instructor who takes great interest in the symbolism contained in logos, it makes me ask: What are they hiding? Time for designers and consumers to think smarter, smaller, and universally--but non-generic.

 Yeah, it looks awesome :)

I'm tired of meaningless logos. Aren't we all? The happy face logo was an insult to anyone who thinks. In fact, it was this approach to advertising and branding that has kept me out of Walmart stores for years. The rebrand is a gloss over of gross. There is nothing appealing about a generic coverup of the underlying ethics of Walmart's business model. Dirt cheap prices for imported, mass produced products produced by underpaid people who live on a fraction of what we do. Minimal restrictions and oversight on imported foods. Dumping mass crap on local economies and squashing smaller retailers and local producers. Fueling an overweight and undereducated American public. This design is symptomatic of the current state of consumerism prevalent in our country. Awareness of it is a very important tool to making better choices.

As a logo designer and design instructor who takes great interest in the symbolism contained in logos, it makes me ask: What are they hiding? Time for designers and consumers to think smarter, smaller, and universally--but non-generic. We need to pay attention to this sort of thing, understand the underlying intent and act on what is in the best interests for ourselves as individuals as well as the larger community of our world.

Another blog on the subject

Didn't like the old logo much, but i have to agree with you on the new one. Like you i like the Upper/lowercase change, but the color scheme is weak and "drowns" on the website. I kinda like the new tagline though.

I would love to hear the explaination for the Yellowish symbol / icon next to the text - is there er deeper meaning to it, or just one of those "Could we have some sort of cool icon thingy next to the text" things

I just wrote a post about this too on my design blog at www.stewartdesignweb.com. I totally agree that the type treatment is good, but the anal symbol is awful. It's generic yet offensive simultaneously. I haven't seen any articles yet about which agency did this, but it would be really interesting to read about their design process on this one. All that money and THAT's what they end up with at the end? (Pun intended)?