The tough economy is biting big business especially hard.  From lagging sales to dreadful earnings, every company both public and private are doing whatever they can to hang on.

While some have filed for bankruptcy and others have gone to the government hat in hand looking for a bailout, others are trying new marketing and advertising strategies to stay afloat.

One idea to boost business is a change in logo design. Changing an existing logo has long been a play in the bored marketers playbook. Often an attempt to capture the latest trend or the corporate zeitgeist, changing the logo is often the first solution some brilliant advertising or marketing wonk comes up with to inject new life into a stale brand.

Do you think think  a more friendly approach to a logo draws in more business?

The start of Great Depression 2.0, or  The Financialpocalypse of ’08-09 has left both the nation and the business world naturally feeling gloomy.

Couple that with the election of President Hopey McChange, and there is a genuine feeling that, if we just think positive enough, and project a bright enough image, everything is going to be alright.

Kraft’s new logo is much friendlier in appearance and now comes complete with a tag line, which they seldom displayed prior to the recession. The smile design, and addition of the flower/butterfly graphic is in stark contrast to the bold forceful design of the old logo. I have to admit, the old logo looks like it should belong on a barrel of industrial waste products, or the side of a Hummer rather then on packages of processed cheese.

The new logo is more befitting of a food company and a positive step forward, but I cant help thinking Kraft is also doing penance on behalf of its parent company Altria ,formerly Phillip Morris. Who thinks of butterflies and smiles when the think of global tobacco conglomerate?

Walmart The old logo looks like it dictates things, and is definitely army surplus in design, while the new lowercase font and brighter design is more welcoming and modern. I can’t help but think Wal-Mart is trying to establish its own Target like bulls eye in the public’s conscience given the greater goodwill Target has with its employees and shoppers. The pleasant and softer look for the Bentonville, Arkansas retailer is a little Kmarty in design, but a nice change and if their last quarter earnings are, any indication lifted spirits are more generous with money.

Do you think this works? What are some other ways to build business in rough times? Do you think this is a marketing stunt, or a genuine attempt to re brand a company?