Evolution of a Logo

Evolution of a Logo

by Reena Jana and Oriana Schwindt

On June 30, Wal-Mart (WMT) announced it would roll out a new logo in the fall. It's just the latest in a long line of major companies with well-recognized logos looking to execute a corporate face-lift.

Here, we analyze how big businesses from AT&T (T) to Starbucks (SBUX) are overhauling their images in an effort to beat the economic downturn by staying fresh to existing clientele—and attracting new customers.