Noted: New Logo for Sam's Club

“Sam I Ain’t”

(Est. 1983) "Sam's Club (NYSE: WMT) is a warehouse club with 597 locations across the U.S. and Puerto Rico. A Sam's Club membership more than pays for itself with exclusive savings on the things you need, the things you love, and all sorts of unexpected things. In addition to the leading national brands, Sam's Club also carries Member's Mark, an exclusive, premium-quality private brand. Member's Mark products are exclusive designs that use top-of-the-line materials and the highest quality ingredients to make sure you get the best quality and value at members-only prices. Every year, we promote approximately 20,000 associates to jobs with more responsibility and higher pay. We also offer associate benefits like paid parental leave for full-time associates, additional support for adoptive families, 401(k) savings, health/dental/vision plans, associate stock purchase plans, associate discounts and more."

Design by
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Images (opinion after)

Logo.

Stacked version.

Screengrab from the 2019 Walmart Shareholders Meeting. If you are into it, you can watch the full 3 hours of it here. The Sam's Club segment starts around the 1:18:00 mark, although they don't really talk about the logo but it's kind of amazing to see how much Sam's Club employees genuinely like Sam's Club.

Opinion
If you enjoy diamonds, the old logo had four of them for you in different colors and sizes. It wasn’t a great logo and it wasn’t a terrible logo but there also no high design expectations from Walmart so that middle-of-the-road-ness of the old logo was perfectly fine. The new logo now tries to be cool and design-y and fails very hard at it. The two overlapping diamonds have been transformed into two chevron-parenthesis kind of things that form an awkward diamond together. The shapes are generic and not very pleasing, which can be sort of forgiven in the horizontal lock-up version when the icon is smaller but is fairly obnoxious in the stacked lock-up where the icon is unnecessarily large. The lowercase approach is obviously a way of trying to make this more accessible and friendlier and while that often works in most cases, here it feels very forced. Even visually it’s a disservice because an uppercase for “Sam” would have balanced out the ascenders of “Club” and what feels like a VERY large apostrophe. The “l” and “b” have some gratuitous angles that if they at least matched the angles of the icon could have been warranted and the curve at the bottom of the “l” is an added obstacle to cleaner kerning. Overall, this feels like an unnecessary update — perhaps even a wasted update as the capital investment required to update all the signage is not really worth it for this logo.

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