WALMART

The refreshed brand identity supports everything Walmart offers — from affordable prices to digital and health services. It emphasizes the role Walmart plays to an ever-evolving customer and their changing wants and needs, while honoring Walmart’s heritage and spirit of innovation. From the famous Spark symbol, now updated to be as dynamic as the people Walmart serves, to a wordmark drawn from Sam Walton’s iconic trucker hat, it all supports a distinctive, digital-first experience, that’s authentically Walmart.

Branding | Motion-Identity | Visual Identity | Brand Guidelines | Social | Editorial

For Always,
in All Ways.

Walmart’s journey from humble beginnings as a storefront to the Fortune 1 company is well known. And its unwavering commitment to helping people save money and live better has led to new and innovative ways to serve millions everyday. It’s time for the brand to better reflect this growth. Working in partnership with Walmart and the Walmart Creative Studio, we developed a new identity that celebrates this people-led, tech-powered omnichannel evolution.

System built for scale

Modernizing a legacy brand doesn’t mean starting over. Thoughtful use of typography, tone, and color can signal change - without losing equity.

This refresh works across 10,500 stores, Walmart.com, and the app. So you get the same Walmart experience, online or in-store. That's smart design for growth!

Visual Identity Shift

The spark was refined. The new wordmark nods to Sam Walton’s trucker hat. A custom typeface - Everyday Sans - updates a vintage font. True Blue stays, now paired with Spark Yellow and soft complementary hues.

Brand Equity

How do you modernize a brand with 99% recognition - without losing what made it iconic?

Walmart’s 2025 brand refresh, led by JKR and the Walmart Creative Studio, is a sharp case study in brand evolution done right. Not a rebrand, but a strategic evolution.