Walmart Enhances the Customer Experience with Fresh New Brand Identity

Walmart recently announced a comprehensive update to its brand identity, highlighting its evolution into a tech-driven, people-first omnichannel retailer. From its roots in Bentonville, Arkansas, in 1951, Walmart has grown into a global leader committed to saving people money. 

As Walmart has expanded, so has its dedication to enhancing the customer experience by moving beyond affordable prices to include time-saving services, sustainability initiatives, and health offerings. The refreshed brand identity reflects the current breadth of Walmart’s offerings while staying true to what has made it a beloved one-stop shopping destination. Walmart’s evolution now encompasses everything from competitive pricing and digital tools to health and wellness services. The new brand identity better represents the company’s present while honoring its storied past. 

Speaking about the retailer's new identity and goals, Walmart U.S. SVP and Chief Marketing Officer William White said, “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.” 

Some of the key features of the brand refresh include: 

  • New wordmark that draws inspiration from Sam Walton’s iconic trucker hat, revitalized with a modern, custom font that sets Walmart apart from competitors. 

  • The familiar spark logo continues to symbolize the energy and spirit of Walmart, guiding customers through all aspects of the shopping experience. 

  • An updated color palette, combining True Blue and Spark Yellow, honoring Walmart’s heritage while introducing contemporary updates to keep the brand relevant and fresh. 

  • A more approachable and relatable tone, reflective of Walmart’s diverse customer base, captured through an updated voice, photography, and illustrations. 

The updated brand identity started rolling out across all of its platforms this month, including the website, mobile app, stores, and the new corporate Home Office in Bentonville, Arkansas. The rollout initially began in October 2024 with the redesign of Store 4108 in Springdale, Arkansas, and will continue across stores throughout the year.  

Get a look at the brand refresh here: https://brandcenter.walmart.com/ 

Read more on Loyalty 360: 

Walmart+ Offers Half-Off Annual Membership Fee for a Limited Time 

Walmart’s “No Boundaries” Clothing Targets Gen Z 

Walmart Marketplace Expands with New Categories and Solutions for Sellers 

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