Great Value was launched in 1993 (but products were made as early as 1992) and forms the second tier, or national brand equivalent ("NBE"), of Walmart's grocery branding strategy. Great Value was sometimes abbreviated to "GV" before 2009. Its former slogan was "When Quality Counts". Most of the labels on its packaging, along the logo itself, used serif fonts. Note that the two words are not always proportionally identical to the ones in this logo.
On March 16, 2009, Walmart had redesigned the Great Value labels to be predominantly white, as part of Walmart's rebranding the previous year. The new redesign also includes over 80 new items, including thin-crust pizza, fat-free caramel swirl ice cream, strawberry yogurt, organic cage-free eggs, double-stuffed sandwich cookies, and teriyaki beef jerky. Walmart changed the formulas for 750 items, including: breakfast cereal, cookies, yogurt, laundry detergent, and paper towels. The new brand was tested by over 2,700 people.
Great Value went through another redesign in 2013 for most of its food items, replacing predominantly white designs with more colorful packaging.
This logo is still used on some products.
2017–2018
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Designer:
Unknown
Typography:
Unknown
Launched:
November 30, 2017
In 2017, the Great Value brand was redesigned yet again, this time featuring more abstract and colorful designs on the packaging of their products.
On April 15, 2026, Walmart updated the look of Great Value, its flagship private label brand, with the logo receiving its first major overhaul since 2009. This has just started to roll out as of May 25, 2026.
