Walmart DEI
Walmart said it will roll back some of its diversity, equity and inclusion programs after being pressured by conservative groups. Joe Raedle/Getty Images

Retail giant Walmart has announced a "comprehensive brand refresh" for the one-stop shopping destination.

Walmart's new updated brand identityis a fusion of the character that shaped the company for more than half a century.

The company says it continues to honor its roots but has updated its text font to a more mordern, custom one to differentiate Walmart from the crowd.

Walmart says the wordmark is inspired by founder Sam Walton's classic trucker hat.

"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 chief marketing officer of Walmart US.

This is the first "facelift" for the brand in 20 years, according to CNN

The company claims the updated brand identity will help Walmart build credibility and connection.

Walmart plans to apply the updated brand across channels, from its website and app, stores and new Home Office opening in Bentonville, Arkansas.

The retailer started to roll out the process in October 2024, starting with Store 4108 in Springdale, Arkansas. The rest of the stores will be redesigned over time.

Key points on the brand's refresh:

1. Sam Walton's classic trucker hat inspires the wordmark of Walmart. A unique modern custom font was used for it, which would set the company apart from the rest of brands.

2. The spark is representative of the energy of the company. It continues to be the guiding light that customers could always refer to. Customers would have this beacon guiding them in every Walmart experience.

3. Walmart's color palette comprising of True Blue and Spark Yellow is anchored on the iconic colors of the company. It retains the identity of Walmart, and at the same time provides a promising fresh brand.

4. The tone of the fresh brand is presented to be relatable and approachable. It is representative of the company's millions of customers, whether it is conveyed through illustrations, photos or brand voice.

Walmart