Before and After Graphic Design

By CRAIG KUNCE

Companies and organizations re-design their packaging, logos, web sites, and brand identity to reflect changes in their marketing campaigns, product offerings, target audience, media usage, and to keep up with ever-changing trends, styles, and consumer needs.

Over the last decade I have seen more and more companies joining an ongoing trend to re-design and "soften" their look to appeal to women. Marketers have know since the 50s that women buy or directly influence the purchase of most products. This movement to soften brand identities to target women will most likely continue for some time as companies strive to freshen their look and keep up with this trend.

Walmart updated their logo and added a brandmark to their identity in 2008. They stated that woman didn't like their logo and that is wasn't "soft." They also wanted to signify change as they try to rid themselves of their "cheap products" association and be seen as a store selling quality, brand name products.