Walmart is introducing its first brand update in nearly two decades, aiming to refresh its image while staying true to its roots. The retailer’s lower-case-loving flat-graphicked style from 2008 has given way to a bolder and more modern look.
The company teamed up with Jones Knowles Ritchie (JKR) and Landor to create the new brand identity, which features a brighter blue color scheme dubbed “True Blue.” This color is used throughout the brand’s digital properties, stores, and merchandise. The logo has been redrawn with the word Walmart separated from its iconic yellow spark.
Walmart’s new branding emphasizes being “people-led” and “tech-powered,” reflecting the company’s evolution into a more modern and digital retailer. According to CMO William White, the updates aim to modernize the brand while maintaining its core values.
The color palette includes True Blue, Bentonville Blue (a deep navy), Sky Blue, and Everyday Blue. The new branding is designed to add depth and impact, making it easier for customers to recognize the Walmart brand.
However, not all aspects of the new branding have received widespread acclaim. Some critics argue that the illustration style used in stores and online platforms feels generic and uninspired. White acknowledges this, stating that the imagery aims to meet the customer where they are and build upon existing brand equity.
The new brand update will roll out across digital properties by January and will be implemented in stores over time. The changes aim to refresh Walmart’s image while maintaining its core identity and values.
Source: https://www.fastcompany.com/91258015/walmart-new-branding-logo