Amazing how many giants are refreshing the look of their logo to reflect the changes stemming from the economy. The article in the New York Times showcases several examples of companies making a change in design that features a greener and happier look, including Wal-Mart, Kraft, Stop & Shop, Cheer and others. The goal is to make the logo less intimidating to the public, therefore enticing consumers to spend more while everyone seems to have less.
A classic marketing communications tool, logo design, is certainly a popular one as companies reinvent themselves to adjust to a new pattern of consumer spending. It’s admirable and amazing how some of these logos have had to soften up, especially Wal-Mart and Kraft, and it will be interesting to see how the public responds with its wallet.