Walmart has initiated a comprehensive brand refresh the company says reflects its evolution as a people-led, tech-powered omnichannel retailer with a unified consumer approach.
The brand refresh builds on existing elements in Walmart’s branding scheme, particularly the spark logo, which remains, and will continue to suggest Walmart’s dynamism, the company said. New elements include a more robust wordmark inspired by Sam Walton’s classic trucker hat, the company noted, one that uses a modern, custom font developed to differentiate Walmart from other retailers. Then, a color palette, dubbed True Blue and Spark Yellow, has adapted Walmart’s recognizable tones including its heritage of blue, while incorporating updates to freshen the brand.
Walmart maintained that the updated brand identity will help it build credibility and connection with consumers and emphasize the links between the various aspects of operations united as convenient digital-first services. At the same time, Walmart intends the brand refresh to give consumers the impression of its being a more modern, culturally dynamic brand.
In the physical retail part of Walmart’s business, the brand refresh process began to roll out in October 2024 with Store 4108 in Springdale, AK. The company will rebrand remaining stores over time. Walmart will apply the brand refresh across all its channels and customer touchpoints, from its website and app to its packaging and new Bentonville, AK, home office, which has entered its opening phase. The refreshed branding will launch officially on Walmart.com, the Walmart app, across marketing campaign assets and the corporate site in the coming days with the update rolling out across other company assets throughout the year.
“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, Walmart U.S. senior vice president and chief marketing officer. “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.”
