After nearly 17 years of keeping the same brand identity, Walmart is implementing a comprehensive refresh of its logo, colors, and design elements, inspired by founder Sam Walton’s baseball cap. The decision marks a major step for the retail giant with more than 4,600 stores in the US to modernize its brand image.
Walmart – the multinational retail “empire” recently announced a strategic move when deciding to “change the skin” of its Brand identity. Although the changes are subtle, to the point that many people may not notice them, they mark a turning point in Walmart’s growth journey.
Joining hands with agencies JKR, Landor and Publicis in implementing the campaign, Walmart’s new identity is said to be a combination of cleverly combining founder Sam Walton’s legacy with a modernized image. . Accordingly, the new font for Walmart’s logo is designed to be thicker, inspired by the logo on the baseball cap that founder Sam Walton wore many years ago. This font is based on Antique Olive – which was popularly used by Walmart from the 1980s to the early 2000s, but has been modernized to optimize flexibility and functionality. With the new thicker and sharper typeface, Walmart’s logo becomes more prominent and recognizable in the competitive retail market.
The new font for Walmart’s logo is designed to be thicker
Notably, Walmart still retains the “Spark” symbol – Walmart’s signature six-pointed star launched in 2008. However, the distance between the word “Walmart” and this symbol is widened, instead of placing close together as before, helping the logo become more open and easier to recognize. Walmart also allows flexible application of the Spark logo on many different platforms. For example, this symbol can be adapted to different designs such as branded handbags and promotional items.
The new font for Walmart’s logo is inspired by the logo on the baseball cap that founder Sam Walton once wore
The special thing is that Walmart has changed the background color of the logo to “True Blue” – a darker blue color than the previous color tone, creating a more modern and elegant feeling, while also highlighting details. on logo than.
The darker “True Blue” background color helps the Walmart logo stand out and be more elegant
Sharing about this strategic change decision, William White, Marketing Director of Walmart US, said: “Walmart aims to be an inspiring digital retailer, offering a full range of products, brands and services that customers need and want. This brand refresh, builds on its heritage by founder Sam Walton, demonstrates our continued growth and long-term commitment to serving customers today and into the future.”
He also emphasized: “While the brand’s look is more modern, the new identity reflects Walmart’s steadfast commitment to Sam’s principles and meeting the needs of our customers, no matter where they need us and how.”
The Walmart logo is modified to match the designs of brand handbags and promotional items.
Walmart refreshed its brand in 2008 when it removed the star-shaped dash and replaced it with the Spark logo. At that time, the company was facing slow Sales growth and a long-term stagnant stock price. However, the current brand refresh comes amid strong growth at Walmart. The company’s stock price is up 73% over the past year, same-store sales rose 5.3% in the latest quarter (ended October 31), and the company raised its forecast. full year revenue in November.
Walmart with a long history – is currently one of the largest retailers in the world
The change in identity was first tested by Walmart in October at a store in Springdale, Arkansas, and took place at the same time as the opening of Walmart’s new headquarters in Bentonville this month. The new brand image will officially launch in January and be deployed across Walmart.com, the Walmart app, marketing campaigns and the brand’s official website.
Conclusion:
After 17 years, Walmart decided to refresh its brand identity by combining traditional heritage and modern breath. The new identity helps Walmart continue to make its mark as a familiar and prestigious brand, but at the same time pioneering and innovating in the technology era. Refreshing Walmart’s brand identity not only brings a new look to the retail giant but also strengthens Walmart’s position as a modern, flexible and adaptive retailer in the digital age.
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