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Walmart Debuts Overhauled Brand Identity

The retailer’s “bolder” look has begun rolling out across multiple touchpoints, including stores, digital properties, DOOH ads, merch and its new Home Office.
walmart brand refresh
walmart brand refresh

Walmart has debuted a “bolder” and “brighter” look and feel designed to embrace both the retailer’s evolution and heritage, according to a Jan. 13 news release. 

The retailer will apply its refreshed visual identity across channels and customer touchpoints, from its website and app to its stores and new sprawling Home Office campus in Bentonville, Arkansas, that opens this month. The brand overhaul began to roll out in October 2024 with Store 4108 in Springdale, Arkansas. Remaining stores will continue to be redesigned over time.

The brand refresh officially launched on Walmart.com, the retailer app, across marketing campaign assets and the corporate site, while the remainder of Walmart’s assets rolling out throughout 2025.

Walmart said its makeover reflects its “evolution as a people-led, tech-powered omnichannel retailer” that dates back to 1951. The retailer’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,” per the release. This updated brand identity was designed to better represent what Walmart is today. 

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Some key features of the brand’s refresh:

  • The wordmark is inspired by founder Sam Walton’s classic trucker hat and brought to life with a modern, custom font.
  • 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 into the retailer’s most recognizable tones and its heritage of blue, while adding in new elements to keep the brand fresh.
  • Walmart calls the tone “relatable, approachable and representative” of Walmart’s millions of customers, whether conveyed through its brand voice, illustrations or photography.

“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,” William White, senior vice president and chief marketing officer, Walmart U.S., said in the release. “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 said its updated brand identity is an effort to build credibility and connection, become known for its convenient digital-first services and be seen as a more modern, culturally dynamic brand.

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