Parsing Walmart: This Is Not a Reaction

After the news leaked over the weekend, Walmart confirmed that it will roll out a new de-hyphenated logo.

While most companies flog their make-overs, Walmart's overly restrained release seems intended to tamp down any speculation that the company is struggling to find a new sweet spot, as competitors get increasingly efficient and Target's model continues to pick up steam.

Here's the parse.

Walmart: Walmart U.S. Refreshes Stores' Logo

Translation: We're not changing our logo. We're refreshing it.

Walmart: For the past two years, a customer focused transformation has been taking place in Walmart's U.S. business.

Translation: We've pushed the price-as-the-only-differentiator model as far as it can go.

Walmart: Walmart's U.S. locations will update store logos as part of an ongoing evolution of its overall brand...

Translation: It's an evolution. The revolution didn't turn out too well. And it's definitely not a reaction to Target.

Walmart: ...customers have already seen this in refreshed store signage and recent print advertisements and TV commercials.

Translation: ...and in one-time attempts to upscale clothing and other merchandise.

Walmart: But what really matters is what happens out there in the stores.

Translation: Don't worry, we're not abandoning our roots. We'll still squeeze our suppliers like soggy dishrags.

Walmart: This update to the logo is simply a reflection of the refresh taking place inside our stores and our renewed sense of purpose to help people save money so they can live better.

Translation: We're starting slowly by using "refresh" as a noun. As we pick up steam, we hope to turn "The Refresh" into a full-fledged proper noun.

Walmart: The updated logo won't begin to appear on storefronts until the fall.

Translation: The news leaked, so we had to confirm months before the roll-out.

Walmart: In its 46-year history, Wal-Mart has freshened up its logo on a number of occasions. Its last revision was in 1992.

Translation: We're just following our normal 16-year logo refreshment routine. But let's repeat it one more time so there's no doubt: This is not a reaction to Target.

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