Logo land

Some well know logos have recently shed their 1980's skin, for a fresher, trendier look:


Walmart has changed the spelling of their name (no more hyphen), opted for a friendlier lower-case font, and a brighter color palette. Gone is the star, and in its place is an ambiguous light "burst." Well, it is more pleasing to look at. I'm not sure how "ownable" this burst icon is, or what exactly it's supposed to represent... but it's definitely more modern. There is a chance that it's trendy and will look dated in the future, but that remains to be seen. At the end of the day, I think the original logo spoke more to the brand... crowded, frustrating stores and a dictatorship toward the brands they choose to sell ;)


Stop & Shop is more of a North East institution. The original logo is chunky and a bit garish, but it's totally recognizable. While the new logo is pretty... it is certainly a complete overhaul. Nothing remains of the original brand equity. It's a bit trendy, and again, I wonder about it's timelessness. Frankly, I wonder what exactly it is. A flower? A fruit bowl? I guess it does speak to freshness, and that is a good thing for any supermarket. Thoughts?

(Images from underconsideration.com)