One of the most recognized logos is getting a facelift. The bold, uppercase, block letters are being replaced by rounded lowercase letters, even the pointy star which serves as a hyphen has been turned into a sunburst which will appear at the end of the Walmart name. Wal-Mart, the worlds giant retailer decided to release their brand new logo on June 30, but why would they change their logo now after having used it for 17 years?

Having lost a Minnesota court case over breaking labor laws, Wal-Mart is now trying to regain their public image through redesigning a more welcoming and gentle logo.. Wal-Mart has offered sustainable packaging and products for two yeas, but this new sunburst really aims to convince their consumers that “Wal-Mart is an eco-aware company.”

However, some brand design experts think the logo is too generic and there’s no ownership to it. But for Wal-Mart, especially during these tough times, using the logo as a strategic weapon may be their best shot and we believe the new visual identity will help Wal-Mart regain consumers’ confidence.