Walmart Unveils New Brand Identity for a Modern, Digital-First Retail Experience

In a strategic move to align with the evolving needs of its customers and the changing retail landscape, Walmart has unveiled a comprehensive brand refresh, introducing a new brand identity that reflects its growth as an omnichannel retailer. The updated brand, announced on January 13, 2025, is designed to better represent who Walmart is today while honoring its rich heritage and commitment to serving customers.

The new brand identity is characterized by a modern, custom font called "Everyday Sans," inspired by Sam Walton's classic trucker hat and the font Antique Olive. This font gives the wordmark a more contemporary feel while paying homage to the company's founder and heritage. The spark icon, a longstanding symbol of Walmart, has been redrawn to appear more organic and proportioned, serving as a standalone brand icon that exudes energy and guides customers through all facets of the Walmart experience.

Walmart's new color palette leans on the retailer's most recognizable tones and its heritage of blue while ushering in fresh updates to keep the brand fresh. The hero color, True Blue, is more vibrant and warmer than Walmart's previous approach to blue. This color is paired with Benttonville Blue (a deep navy), Sky Blue, and Everyday Blue, creating a mix of blues that cuts through monotony and adds depth to the brand.



The updated brand identity also features a relatable, approachable, and representative tone that is conveyed through the brand voice, illustrations, and photography. This tone aims to create a more engaging and delightful shopping experience for Walmart's customers, whether they are browsing in-store or online.

Walmart's new brand identity is part of a broader strategy to become an "inspirational, digital retailer" that provides all the products, brands, and services its customers need and want. The updated brand is designed to help Walmart build credibility and connection, become known for its convenient digital-first services, and be seen as a more modern, culturally dynamic brand.

The rollout of Walmart's refreshed brand will begin in October 2024 with Store 4108 in Springdale, Arkansas, and will continue to be redesigned over time. The brand will officially launch on Walmart.com, the Walmart app, across marketing campaign assets, and the corporate site in January 2025, with the remainder of Walmart's assets rolling out throughout the year.

By introducing this new brand identity, Walmart is demonstrating its commitment to innovate and change alongside its customers, honoring its heritage while embracing modern design elements and digital-first services. This update reflects Walmart's evolution as a people-led, tech-powered omnichannel retailer dedicated to helping people save money and live better.