I don’t think this logo change matches the company persona. Wal-Mart is a large, heavy corporation that does not harmonize with the carefree new logo. The consumers who are dedicated to the store do not seem to traditionally attracted to this new image. With the lighter logo, I associate it with companies who are modern, connected to innovative consumers, or are clean and crisp. Although Wal-Mart has launched a new marketing campaign proclaiming green focus, the mainstream image of the company is low prices and not thinking about where the product came from or how much people were getting paid to create it.
