July 1, 2008 / 1:16 AM / in 11 years

Wal-Mart revamping its U.S. store logo

A sign marks the entrance of a Wal-Mart Supercenter in Rogers, Arkansas June 5, 2008. REUTERS/Jessica Rinaldi

NEW YORK (Reuters) - Wal-Mart Stores Inc, after refreshing its company slogan last year, is now revamping its U.S. store logo.

The world’s largest retailer said on its website on Monday the logo change was “part of an ongoing evolution of its overall brand.”

The logo it used from 1992 until 2008 features Wal-Mart spelled in capital letters, with a star between the “Wal” and “Mart”. The new logo shown on its website drops the star, and instead features a yellow sunburst after the word “Walmart.”

The retailer has started using the new logo in store signs and advertisements, and will begin appearing on storefronts in the fall.

Last year, Wal-Mart introduced an ad campaign with the slogan “Save Money. Live Better,” replacing the motto “Always low prices” after 19 years.

The slogan change came as Wal-Mart worked to improve sales in its U.S. stores after efforts in 2006 to play down its discount roots and promote higher-end goods, such as trendy clothes, backfired with its core lower-income shoppers.

The updated slogan was meant to incorporate a more emotional tone in its advertising, and appeal to the broad range of shoppers in its stores.

This year, its sales at existing U.S. stores have been outpacing those of competitors as shoppers flock to the retailer for low prices on food, medicine and electronics. It continues to renovate U.S. stores and is paring its merchandise assortment so customers can more easily navigate its aisles.

The retailer has used numerous logos in its 46-year history, starting in 1962 with the word “Walmart ... presented in just about any font/style available to the printer.”

Reporting by Nicole Maestri; Editing by Braden Reddall

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