Every so often an established brand decides that it's public image needs a new lease on life. That decision may be made in order to clean up a bad reputation, adapt to a new (more competitive) marketplace or simply as a method to be viewed as cutting edge. Whatever the reason, a full brand face-lift almost always starts with a new logo.

In 2009, two brands that have become fixtures in the Manselle household have decided to re-brand: supermegastore Wal-Mart (now spelled Walmart) and urban America's most legit fashion brand Sean John.

Let me be the first (of many) to say that I HATE the new Walmart logo. Well, hate is a bit strong. After all, I think the typeface is clean, modern and does it's job of softening the once rigid and corporate look of the logo. However, the star/sunburst/flower thing represents everything that is wrong with modern corporate logos. It's vague, devoid of character and looks like something one would find in a "Create Your Own Logo" kit from OfficeMax.

Sean John, on the other hand, may be on to something here. I hate to admit it since I was a big fan of the signature logo, but this (kind of) works for me. The spaced sans serif typeface is plain, but unique enough to be brandable. Sean John has always been a clothing line that gave off a luxurious kind of urban opulence. The clothes are more tailored and classy than Rocawear, but certainly more legitimately urban than Armani Exchange. I think this logo is good for now. But, I would like to see an accompanying icon (perhaps an SJ) in the near future.

Cheers,

-JM