The Critical 'I'

Read. React. Repeat.

Tuesday, October 15, 2002

like polishing a turd
Embattled Kmart has rolled out a redesigned logo as part of a step toward remolding itself. The choice of this particular logo tells me that Kmart is destined to be Wal-Mart's whippin' bitch for a long, long time. Who on earth thinks that GRAY is a color conductive to openness and invitation, which you presumably are going after as a retailer? Gray signifies bland and unexciting. Juxtaposed with lime green and that cutsy-cursive "mart".... ugh. Looks like a post-modernist pop-culture toss-off. How much you want to bet that the dunderheads in charge of this joke of a corporation paid some consultant five figures to come up with that thing?

It's getting almost too easy to poke at this half-dead horse. Changing their image after so many years of substandard service is definitely a good idea, but the approach they're using it just dumb. Maybe they're intentionally tanking.