My thoughts on the @Walmart rebrand.

It's good.

Yes, it is underwhelming creatively, that's fair. But Walmart doesn't need to hire Damien Hirst to reinvent them for the TikTok era.

And just because you know who Walter Gropius or Ludwig Mies van der Rohe are doesn't make you better than anyone and it most certainly doesn't mean you need to emulate their style and approach.

After all these downright suicidal rebrands we've seen in the past few years, I am giving Walmart an A+ for this restrained and conservative redesign, which is perfectly in line and respectful of their mid-western American roots.

1. The purpose was to redefine the brand for the digital era, which I believe they achieved by disconnecting the wordmark from the logo spark.

2. The spark will now work as an independent graphic element that can be used on apps, icons and as digital iconography. This is smart.

3. The new approach to illustration is a nice addition to the minimal, perhaps municipal, look and feel. It adds a warm and inviting touch.

4. They stayed true to the audience, which is the number one goal of branding. I am very happy they did not take some radical, high-minded approach and alienate the vast majority of their customers who want one very important thing from Walmart: everyday low prices.