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 relaunched the brand with more than 80 new products, several formula changes and the new logo. All packages are predominantly white.