Walmart rolled out new updates to refresh its brand, and the choices — which impact its wordmark, colors and iconic “spark” — reflect how it wants consumers to understand the retailer.
The changes to Walmart’s brand standards may seem subtle at first glance. However, the Bentonville, Arkansas-based company documented its strategy as it debuted its new visual assets on Jan. 13.
Walmart is No. 2 in the Top 1000, Digital Commerce 360’s ranking of North America’s online retailers by web sales. It is also No. 9 in the Global Online Marketplaces Database, Digital Commerce 360’s ranking of top such marketplaces by third-party gross merchandise value (GMV). Digital Commerce 360 projects Walmart’s online sales in 2025 will reach $153.88 billion.
Walmart web sales by year
What did Walmart change in its latest brand refresh?
New Walmart wordmark on a hat | Image credit: Walmart
Walmart focused on three major updates included in its 2025 brand refresh.
- The first is its wordmark, which features a custom font. That font traces its inspiration back to a trucker hat worn by Walmart founder Sam Walton.
- Second, the shapes and colors used in Walmart’s recognizable yellow-on-blue logo, which it refers to as its “spark,” have been changed.
- Third, the overall color palette, which Walmart calls “True Blue and Spark Yellow” will introduce the new hues in a variety of contexts.
Ultimately, Walmart intends for the new brand guidelines to convey a modern identity and omnichannel capabilities to shoppers.
“Walmart aims to be an inspirational, digital retailer that provides all the products, brands and services our customers need and want,” said William White, senior vice president and chief marketing officer at Walmart U.S. “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.”
Why Walmart changed its brand identity
Walmart welcome wall mural featuring new branding | Image credit: Walmart
“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,” White explained. “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.”
In its announcement, Walmart listed goals such as improving “credibility and connection” and becoming “known for its convenient digital-first services.” It addition, it hopes to be “seen as a more modern, culturally dynamic brand.”
What is the Walmart spark?
Walmart spark logo changes in 2025 | Image credit: Walmart
Walmart’s spark logo, which can already be seen on Walmart stores and in digital contexts, first debuted in 2008. The 2025 brand refresh changed the spark’s look. The new look gives the logo what Walmart refers to as “organic curves that feel approachable and less rigid.”
Though it will most often appear against the standard “True Blue” and white backgrounds, the company also allows for it to be shown against a darker shade of blue, which is called Bentonville Blue.
The new branding first showed up publicly in October 2024 at Walmart’s Store 4108 in Springdale, Arkansas, the retailer noted. Walmart’s website, app and other stores have begun adopting the new look as well. Looking ahead, it has slated new appearances in various contexts to appear throughout 2025.
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