Walmart has quietly rolled out a refreshed brand identity for the first time since 2008, featuring a subtly bolder font and slightly brighter blue hue in its iconic logo. The update draws inspiration from the antique Olive font seen in an old photo of founder Sam Walton wearing a trucker hat, adding a nostalgic touch to the design. The new logo retains the company's signature True Blue and Spark Yellow color scheme, while incorporating a contemporary feel. The updated branding is being implemented across various platforms, including stores, website, app, and merchandise.
For millions of gym-goers and holiday spenders, January is the time to redefine themselves, and the same might be said for Walmart . For the first time since 2008, the big-box chain has updated its logo, taking a nod from the font that was inspired by a trucker hat that founder Sam Walton was known to wear. The Bentonville, Ark.
-based giant has rolled out what it’s calling “an updated brand identity,” but shoppers need to look pretty closely to see the differences between the new and the old logo. The lettering is a little bolder and the blue a little brighter. Walmart’s new branding is a combination of its True Blue and Spark Yellow hues — the colors are consistent but have been slightly spruced up. Fans of the National Football League’s Los Angeles Rams can relate to the color scheme. Ditto the citizens of Ukraine, which features the hues in equal parts in its national flag. The new logo is being used on store signs and displays, as well as brand merch such as tote bags, T-shirts and bucket hats among other pieces.A company spokesperson did not respond immediately to a request asking which company or designer created the new logo for the retailer, which raked in $648.1 billion in sales for the fiscal year 2024. Seasoned ad executive Sam Shahid gave the refresh high marks Monday, describing it as having “a warm positive feeling – strong, modern and clean. The color assures you they are strong not weak.” William White, senior vice president and chief marketing officer for Walmart, which dates back to 1951, said the update is “rooted in the legacy” of Walton and “demonstrates our evolving capabilities and longstanding commitment to serve our customers of today and tomorrow. 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.” Eagle-eyed consumers may have spotted the logo first in October in the company’s Springdale, Ark., store. This month, the refreshed branding is being rolled out on the website, app, Bentonville headquarters and more. Walmart last overhauled its logo in 2008 with Lippincott design studio, which dropped the hyphen in the retailer’s name and added its yellow “spark” symbol, which had first been used on company trucks the year before. The latest logo update appears to be the 15th in the company’s history. With more than 10,500 stores in 19 countries, Walmart shoppers won’t have to look too far to see the rebooted branding, thought the subtle differences might require a sharp eye. Specialist DJ Stout, a Pentagram partner, praised the new look including the new type face based on the antique Olive font that was found in an old snapshot of Walton’s trucker hat. He said it was a nice evolution of what Lippincott had created, maintaining the original soul of it while improving and refreshing it. He said, “Nice work!
BRANDING WALMART LOGO DESIGN SAM WALTON RETAIL ADVERTISING
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