Some changes are subtle: the blue brand color is richer and warmer, for instance, and the gold “spark” icon has be separated from the word Walmart. Other changes are more noticeable: JKR creatives were inspired by Walmart archives, including an old-school trucker hat adorned with the store name printed in Antique Olive. The wordmark was remade with a bespoke, bolder, and squared-up face with no rounded aspects. The spark icon has also been redrawn to be thicker and have a tighter presentation.

A rebranded aspect that has real promise is rendering the spark shape with illustrated or photo elements or with words. The spark’s “petals” can also be used as flippable “pages” in online applications. But some iterations of the new plan seem a bit overwrought: it’s hard to imagine either customers or employees getting jazzed about merch like Walmart stickers, patches, or even a 1970s-style letter jacket.