Walmart undergoes 'brand refresh'
One of the world’s largest retail giants is getting an updated look.
Walmart has unveiled its “comprehensive brand refresh” that includes an updated hue of its signature blue, a new font for its type logo, and an updated “spark” logo. The retailer says the updated brand identity will help “build credibility and connection, become known for its convenient digital-first services and be seen as a more modern, culturally dynamic brand.”
Walmart will apply the refreshed brand across various 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 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.
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Image courtesy of Walmart.
Details on the brand update include the following, as described by Walmart:
- 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 that shop with Walmart, whether conveyed through its brand voice, illustrations or photography.
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“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 VP and chief marketing officer, 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. As our customers evolve, we will too. Our Walmart will always be their Walmart, and our brand will always be a testament to how we innovate and change alongside them.”
Walmart operates more than 10,500 stores and numerous e-commerce websites in 19 countries.
