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BENTONVILLE, Ark. – Walmart has announced a comprehensive brand refresh to align its visual and cultural identity with its evolution as a people-centered, tech-driven, omnichannel retailer. This transformation highlights Walmart’s commitment to saving customers time and money while enhancing their shopping experience, promoting healthier living, and fostering stronger communities.
Since its founding in 1951 in Bentonville, Arkansas, Walmart has grown from a local retail store to a global leader in affordability and convenience. This latest update builds on its legacy of value and innovation, positioning the brand for the needs of today’s customers in an increasingly digital landscape.
Key Features of the Brand Refresh
Walmart’s updated brand identity blends elements of its heritage with contemporary design, reflecting its role as a modern, culturally dynamic retailer. Highlights include:
- A Modern Wordmark: The new wordmark, inspired by founder Sam Walton’s iconic trucker hat, features a custom font that sets Walmart apart.
- The Spark Icon: Retaining its signature spark, the refreshed design embodies Walmart’s energy and serves as a guiding beacon across all customer touchpoints.
- True Blue and Spark Yellow: The updated color palette remains grounded in Walmart’s recognizable tones while introducing contemporary refinements to maintain a fresh and vibrant look.
- Relatable Tone: Whether conveyed through voice, illustrations, or photography, Walmart’s updated tone is approachable, inclusive, and representative of its diverse customer base.
“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.’s senior vice president and Chief Marketing Officer. “While the look and feel of our brand is more contemporary, our refreshed identity reflects Walmart’s enduring commitment to both Sam’s principles and serving our customers however they need us. Our Walmart will always be their Walmart.”
Rolling Out the Future
The brand refresh is already being implemented across Walmart’s vast network, beginning with Store 4108 in Springdale, Arkansas, in October 2024. The updated branding will gradually extend to Walmart’s website, app, stores, and corporate assets throughout 2025, including the company’s new Home Office in Bentonville, Arkansas, which opens this month.
Walmart says it plans to use this redesign to deepen customer trust, enhance connections, and solidify its reputation as a leader in convenient, digital-first retail services. From its digital platforms to physical stores, the refreshed brand underscores Walmart’s adaptability in meeting the needs of a dynamic, tech-savvy customer base.
To see Walmart’s refreshed look, visit the new Walmart brand hub.
