Revised Walmart brand embraces evolution and legacy

With its origins dating back to 1951, Walmart has since become a multinational retailer operating in 24 countries. A brand update was required to reflect the company’s evolution, with the last changes having been made in 2017.

In a bid to better mirror the changing needs and wants of its customers, Walmart’s latest brand update includes alterations to its iconic logo. Now brighter thanks to its True Blue and Spark Yellow colour palette, it is also accompanied by a revised wordmark that is inspired by the classic trucker hat worn by its founder, Sam Walton, that aims to help the brand achieve greater standout.

Emphasis was placed on cultivating greater energy throughout the entire brand, including its digital-first services and ‘relatable’ new tone of voice system.

William White, senior vice president and chief marketing officer at Walmart U.S., says, “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.

“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.” 

While the rollout process began in October 2024 in Arkansas, its remaining stores will be redesigned over time. The brand will be digitally launched this month across its main website, app, marketing campaign assets and corporate website.