Walmart Debuts Brand Refresh in 2025 as Part of Push Toward ‘Heritage and Innovation’

Walmart, one of the world’s most recognizable retailers, has now indicated a push toward a massive revamp of its brand identity.

According to a Jan. 13 press release coming from the company, the brand refresh will be rolled out across multiple channels pertaining to Walmart operations, from its website and app to its brick-and-mortar stores and new home office soon to open its doors in Bentonville, Arkansas.

Walmart Brand Refresh Focused on Wordmark (Font), Spark Icon, Color Palette, and Tone of Voice

Taking a multipronged approach to the revamp, Walmart was clear in its intentions to chart a new path forward in the retail space, despite having already garnered a great deal of success in recent earnings calls.

Per the press release, the following four pillars of the relaunch are as follows:

• A new wordmark based on the legacy of Sam Walton’s original trucker hat is being introduced. The wordmark exhibits a new and original font that seeks to separate Walmart from its competitors.
• The spark icon is being put forth as a beacon, a symbol that seeks to represent the company’s ability to guide its customers through the shopping experience while also acting as an icon for the brand’s energy.
• The color palette — now formalized as True Blue and Spark Yellow — updates Walmart’s existing color scheme while paying homage to the hues that made the retailer famous in the first place.
• A tone that promises relatability and approachability while representing the millions of the company’s loyal brand fans, whether “conveyed through its brand voice, illustrations or photography.”

“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,” said William White, senior vice president and CMO for Walmart U.S.

“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,” White added.

Walmart’s Brand Refresh Follows a ‘Gangbusters’ 2024 Performance

The rollout of Walmart’s new brand refresh follows hot on the heels of a very successful prior year, according to many industry analysts.

For example, Quartz described Walmart’s 2024 as a “gangbusters” year for the retailer, with the company seeing its shares tick upward by a whopping 80% as of mid-December. A combination of significant revenue from its marketing and advertising revenue stream in addition to its success in attracting a wealthier demographic of consumer atop its traditional customer base helped to spur positive fortunes for the company last year, according to the outlet.

Despite inflation hampering the efforts of many retailers (and grocers) in Walmart’s competitive space, the company saw its best performance since 1998, as Quartz underscored — a banner year for the brand.

“Walmart has found a sweet spot,” Greg Zakowicz, senior e-commerce expert for Omnisend, told Quartz. “It’s successfully serving both higher-income shoppers looking to save on groceries and lower-income shoppers seeking the best value.”