Bentonville, Arkansas-based Walmart has begun a brand refresh that the retailer says will better represent what it is today and reflect its evolution into a tech-powered omnichannel retailer.
Since its founding in 1951, the company’s business has grown to meet the changing needs and wants of its customers, from affordable prices to digital offerings to health services.
Some key features of the new look:
- Inspired by Sam Walton’s trucker hat, the wordmark features a modern, custom font.
- The spark highlights the company’s energy and remains to guide customers through the shopping experience.
- The color palette — True Blue and Spark Yellow — reflects the retailer’s most recognizable tones, while ushering in new updates.
“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, SVP and chief marketing officer, 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.”
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Rollout plan
Walmart will apply the refreshed brand across various channels and customer touchpoints, from its website and app to its stores and new home office opening this month in Bentonville, Arkansas.
The process began to roll out in October with Store 4108 in Springdale, Arkansas. Remaining stores will continue to be redesigned over time.
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