Walmart has unveiled a refreshed look and feel to better showcase its legacy and commitment to its customers.
The comprehensive image revamp will extend across channels and touch points from the retailer’s website and app to all stores. The new branding was rolled out in Walmart’s Store 4108 in Springdale, Ark., this past October and will expand to all remaining stores over an undisclosed period. Digital channels will be refreshed through January, starting with Walmart.com and the Walmart mobile app, followed by all marketing campaign assets and the official Walmart corporate site.
In an official announcement, the company said the new brand identity was designed to “reflect what the retailer offers today, while honoring what has always been special about the one-stop shopping destination.” Key features found within the official brand hub include:
- An updated wordmark (secondary logo) that uses a modern, custom font inspired by Sam Walton’s classic trucker hat;
- A new spark symbol, which is Walmart’s primary logo and aims to “exude the energy of Walmart” and act as a “beacon” that guides customers throughout all components of the Walmart experience;
- A refreshed color palette — True Blue and Spark Yellow — which leans on the retailer’s most recognizable tones;
- A custom type family, called “Everyday Sans,” that was designed to be “utilitarian yet beautiful”; and
- A copy voice, photography and illustration tone that aims to be relatable, approachable and representative of the millions of customers who shop with Walmart across channels.
“Walmart aims to be an inspirational digital retailer that provides all the products, brands and services our customers need and want,” said William White, SVP and Chief Marketing Officer of Walmart U.S., in a statement. “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.”
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