Mulligan-Typography-Post 2

 

The Walmart with the oddly curved serifs gives a very different impression than the sans serif one. Walmart is known for their low prices and variety of goods. The older Walmart logo looks kind of old fashioned and like it is trying to be elegant which does not fit the Walmart image. The newest logo uses a sans serif font and looks much simpler. It gives a more relaxed feel and would attract people who are looking for inexpensive daily products. The serif style font does not give the right impression. It looks like it would fit better on a cheap bottle of whiskey rather than a store. Walmart wants to advertise itself as a family place that will take care of everything you need for your daily living. They want to emphasize ease and friendliness and the sans serif definitely does the best job at creating that feel.

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