Walmart Refreshes Brand Identity
Walmart is rolling out a brand refresh that meshes elements of its early days with updates that reflect the retailer’s current-day offerings.
According to the company, Walmart’s brand identity has evolved to reflect what the retailer offers today while recognizing its offerings as a one-stop shopping destination.
Some key features of the brand’s refresh:
- The wordmark is inspired by Sam Walton’s classic trucker hat and brought to life with a modern, custom font that differentiates Walmart from the crowd.
- The spark exudes the energy of Walmart and remains a beacon that guides customers through all facets of the Walmart experience.
- The color palette—True Blue and Spark Yellow—leans on the retailer’s most recognizable tones and its heritage of blue, while ushering in new updates to keep the brand fresh.
- The tone is relatable, approachable, and representative of the millions of customers who shop with Walmart, whether conveyed through its brand voice, illustrations, or photography.
“Walmart aims to be an inspirational, digital retailer that provides all the products, brands, and services our customers need and want,” said William White, senior vice president and chief marketing officer with Walmart U.S. “This update, rooted in the legacy of our founder, Sam Walton, demonstrates our evolving capabilities and longstanding commitment to serve our customers of today and tomorrow. While the look and feel of our brand is more contemporary, our refreshed brand identity reflects Walmart’s enduring commitment to both Sam’s principles and serving our customers however they need us.”
Walmart will apply the refreshed brand across all its channels and customer touchpoints, from its website and app to its stores and new Home Office opening in Bentonville, Ark., in January 2025. The process began to roll out in October 2024 with Store 4108 in Springdale, Ark., and the remaining stores will continue to be redesigned over time. The brand will officially launch on Walmart.com, the Walmart app, across marketing campaign assets and the corporate site in January with the remainder of Walmart’s assets rolling out throughout the year.
