Walmart Unveils Updated Look: A Blend of Tradition and Innovation

Some key features of the brand’s refresh:

• 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. 

American retailer Walmart has updated its brand identity and logo to reflect the store's current state as a "people-led, tech-powered omnichannel retailer".

The refreshed Walmart wordmark, "spark" motif logo and yellow and blue palette were designed to be bolder and brighter than the 2008 iteration while remaining largely similar.

"Walmart is excited to announce a comprehensive brand refresh that reflects its evolution as a people-led, tech-powered omnichannel retailer," said the brand.

"This is the next chapter of Walmart. One that's bolder, brighter and has more spark. An evolution beyond typography or colours."

The most perceivable update across both the wordmark and yellow sunburst or "spark" motif is spacing. Both logos are now fuller and more closely packed.

Subtle differences can also be found around the edges of the Walmart characters and the individual rays of the spark – the edges were flattened and rounded, respectively.

The sky blue that dominates the Walmart brand was made slightly brighter, allowing the retailer to maintain its "heritage of blue" while refreshing its distinct palette. The yellow of the spark motif followed suit.

According to Walmart, its wordmark refresh was informed by the "classic trucker hat" of founder Sam Walton, who opened the first Walmart store in Rogers, Arkansas in 1962.

"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," said chief marketing officer William White. "As our customers evolve, we will too."

Roll-out of the new identity began in October 2024 at a Springdale, Arkansas store, while digital services, such as the Walmart website and app, will be updated starting in 2025.

Other physical Walmart locations will be "redesigned" over time according to the brand.

"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," said the retailer.

In addition to its online services, Walmart reportedly has the largest drone delivery service footprint in the US. The company filed a patent for the drones in 2018, as well as one for autonomous robot bees for agricultural purposes.

Sources:

https://corporate.walmart.com/news/2025/01/13/walmart-introduces-updated-look-and-feel-a-testament-to-heritage-and-innovation

https://fortune.com/2025/01/13/walmart-new-logo-marketing-target/