Walmart is recognized for its thoughtful approach to implementing significant changes rather than making sudden, bold moves. This strategy has proven successful for the largest U.S. retailer over time. Therefore, it’s fitting that Walmart’s first logo update in nearly 17 years features subtle alterations that may go unnoticed by casual observers. The revised logo includes thicker lettering for “Walmart” and broader stems for the yellow sun-like spark graphic associated with it, which plays an increasingly prominent role in the company’s marketing efforts.
The intention behind the logo refresh was not to completely overhaul it but to modernize it in a way that aligns with Walmart’s expansion into e-commerce and digital services, as well as its evolution into a more fashionable brand appealing to a broader range of U.S. consumers, including the more affluent demographic, without alienating its loyal customer base. Walmart U.S. Chief Marketing Officer William White describes it as a refresh that reflects the company’s current identity compared to its last branding update in 2008. The 2008 rebrand involved removing the dash from “Wal-Mart,” a distinctive feature since the company’s founding in 1962.
The updated logo features a slightly deeper blue background, brighter yellow sparkle, and more robust Walmart lettering, giving it a refreshed appearance. While these changes may not be immediately noticeable to passersby, they imbue the logo with a rejuvenated look. White explains that the enhancements aim to inject more vitality and depth into the spark graphic, adding richness to its visual appeal. The new logo will be gradually rolled out online and in stores.
As part of its efforts to convey a more modern and stylish image, Walmart has focused on enhancing its apparel offerings, moving beyond just offering low-priced basic items. By taking cues from competitors like Target and department stores, Walmart has elevated its fashion game, incorporating visual merchandising techniques and showcasing clothing on mannequins in stores. These initiatives, along with expanding organic food offerings, have contributed to Walmart’s success in attracting higher-income households and outperforming competitors with a 5.3% increase in comparable sales last quarter.
Maintaining a delicate balance, White aimed to introduce updates that position Walmart as contemporary and appealing to tech-savvy shoppers while retaining its reputation for affordability and essential products. Consistency remains a crucial aspect of the brand’s message.
An interesting evolution in Walmart’s branding strategy is the increased use of the yellow spark as a standalone element in advertising, sometimes without any accompanying text, including the Walmart name itself.
Last year, in New York City, where Walmart does not have a physical store presence, some bus shelters featured advertisements showcasing fashion items sold by Walmart. These ads stood out with their stylish photographs of clothing, aimed at subtly altering shoppers’ perceptions of Walmart from being solely associated with inexpensive, mass-produced goods. This strategic move is intended to prompt a reevaluation of Walmart’s image and the range of products it offers.
According to White, who assumed the role of Chief Marketing Officer (CMO) at Walmart in 2020 following a successful tenure at Target, the objective is to shift consumer attitudes towards Walmart’s brand identity. The aspiration is for the revised marketing approach to establish a recognizable association between the spark – a key element in the ads – and the Walmart brand. This goal mirrors the widespread recognition enjoyed by iconic symbols such as Starbucks’ mermaid, Target’s bullseye, and Apple’s apple, which serve as instant identifiers for these respective brands.
“We aim to cultivate a brand presence that mirrors the impact of iconic companies,” White explains. “Our intention is for the spark to serve as a guiding light for the Walmart brand,” he emphasizes.
This narrative was originally featured on Fortune.com.
