Walmart gets a brand makeover

Walmart is unveiling a comprehensive brand refresh that reflects its evolution as an omnichannel retailer. From its beginnings in Bentonville, Ark., in 1951, Walmart has grown into a global company dedicated to helping people save money and live better, the company said.

Walmart claimed that its brand identity has evolved to reflect what the retailer offers today, while honoring what its roots as a one-stop shopping destination. Walmart’s business has grown to meet the changing needs and wants of its customers from affordable prices to digital offerings to health services and more. This updated brand identity will better represent who Walmart is today, the company said. 

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Some key features of the brand’s refresh, per the retailer:

• The wordmark is inspired by Sam Walton’s classic trucker hat and brought to life with a modern, custom font that aims to differentiate Walmart from the crowd.
• The color palette—True Blue and Spark Yellow—leans on the retailer’s recognizable tones and its heritage of blue, while aiming to usher in new updates to keep the brand fresh.
• The tone is designed to be 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. 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,” said William White, senior vice president and chief marketing officer at Walmart U.S. “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.”

The updated brand identity will help Walmart build credibility and connection, become known for its convenient digital-first services and be seen as a more modern, culturally dynamic brand, the retailer noted.