Your business needs a logo. • Realize—and express—that not everyone’s likely to be completely 100% happy with the final result. That’s just reality.

Walmart's new logo on the right. Walmart The new logo will appear on its website and app this month and over time will roll out to its 10,500 stores, which are also in the midst of getting a makeover.

The Hartford has retooled its branding for the first time since 2010. The insurance company’s new logo still features the iconic stag, but now in a monochromatic black-and-white version. “As ...