The Walmart Refresh: True Blue and Soft Spark
In nearly two decades, Walmart is on the brink of unveiling its first major brand update. This move will catch the eyes of the 255 million customers who walk through its doors each week.
The most noticeable change? An infusion of new elements and an even deeper embrace of the colour blue.
Back in 2008, when Walmart last overhauled its branding, the retail landscape was a completely different battlefield.
The rise of smartphones was beginning to reshape consumer behaviour, and Amazon was a fledgling threat—one that would soon grow into a formidable competitor.
Walmart's response?
A strategic pivot that saw it invest heavily in digital transformation, ensuring it could hold its ground against the eCommerce giant.
The retailer has doubled its digital efforts with a top-tier mobile app and the introduction of Walmart+, its subscription service designed to compete directly with Amazon Prime.
But Walmart didn't stop there.
It expanded into new territories, like advertising and healthcare, while beefing up its distribution network to ensure lightning-fast delivery times rivalling Amazon's.
The numbers tell a compelling story. In 2024, Walmart raked in a staggering $158 billion, marking a 7% uptick in revenue.
Even more impressive?
Its online sales surged past $100 billion, climbing at a remarkable 27% rate in the third quarter alone. Despite the global economic uncertainties, Walmart remains the undisputed leader in the retail world, demonstrating not just resilience but an uncanny ability to adapt and evolve.
So, as Walmart prepares to roll out this brand refresh, it's not just about a new logo or a splash of colour.
It's a statement of intent—a signal that the retail giant is not just keeping up with the times but setting the pace.
Expect this update to be more than just cosmetic; it reflects Walmart's ongoing commitment to innovation, customer experience, and staying ahead in an ever-changing marketplace.
- Walmart is launching its first major brand update in nearly two decades, emphasising a deeper embrace of blue.
- The rebrand signifies Walmart's commitment to innovation and adapting to changing consumer behaviours in a digital age.
- Collaboration with branding experts aims for a cohesive identity across digital and in-store experiences that resonate with customers.
Walmart Refresh: More Contemporary & Digital

In essence, Walmart is not just repositioning itself; it's reimagining the very fabric of its identity.
This isn't about a cosmetic change or a new coat of paint. It's about diving deep into what makes Walmart tick in today's fast-paced, tech-driven world.
The company is keenly aware that it needs to be at the intersection of people's needs and technological advancement to stay relevant.
To spearhead this transformative journey, Walmart teamed up with Jones Knowles Ritchie (JKR), a branding powerhouse known for orchestrating monumental brand evolutions.
You've probably seen the bold rebranding of Burger King, the fresh look of Chobani, or the compelling identity of Impossible Foods. In that case, you've witnessed JKR's handiwork.
Each project showcases its knack for marrying a brand's legacy with a forward-thinking vision.
For the Walmart rebrand, this collaboration signifies more than a refresh; it's a declaration of its commitment to being a contemporary, tech-savvy leader.
However, Walmart's transformation doesn't stop with external branding. They've also enlisted Landor's expertise for in-store projects.
Landor's experience creating immersive, customer-centric environments aligns perfectly with Walmart's vision.
Together, these partnerships sculpt an ecosystem where every touchpoint—from the digital interface to the in-store experience—reflects a unified, modern brand ethos.
This comprehensive approach underlines Walmart's understanding that a brand's success hinges on its ability to seamlessly blend human-centric service with technological prowess in today's market.
The phrase' people-led and tech-powered isn't just a tagline; it's a strategic blueprint guiding Walmart's evolution.
In an era where customer expectations are rapidly shifting, Walmart's bold steps towards reinvention position it as a dynamic player ready to meet the demands of the digital age while staying true to its core mission: serving people.
This is more than branding; it's about building the Walmart of the future.
Refreshing the Walmart Logo

The most significant alterations to the logo and brand might not be readily noticeable to those not paying close attention.
The word “Walmart” has been redesigned and is now distinct from the yellow “spark.” Additionally, the whole brand is now supported by a fresh, brighter shade of blue.
“You might consider it subtle, but there are significant distinctions,” observes William White (CMO), who explains that the team drew inspiration from exploring Walmart's archives from the 1960s and '70s.
One specific item that captivated the creatives was a trucker cap worn by the founder, Sam Walton, featuring the word “Walmart” in the Antique Olive font.
It was a practical and straightforward sans-serif font, reflecting the essence of Walmart. Drawing from this inspiration, the team created their typeface, which is much bolder and richer (far from the thin design of Myriad Pro) compared to the version Walmart has been using since 2008.
Rounding the Spark

In a bold move to refine its visual identity, Walmart has given its iconic spark a thoughtful makeover. This redesign isn't just about aesthetics—it's about encapsulating the very essence of the Walmart brand.
The spark now appears more balanced, with a broader base and smoother, less industrial curves that evoke a sense of warmth and approachability. “We aimed to add more depth and significance to it, creating a stronger sense of Walmart's energy that acts as a symbol for the brand,” explains White.
This updated spark is more than just a logo; it's a standalone brand icon, a beacon of the company's identity.
But the spark is just the beginning. Walmart's visual refresh extends to its entire colour palette, centring around a new shade called True Blue. This isn't just any blue—a vibrant, lively hue that breathes new life into Walmart's branding.
From the word “Walmart” itself to the user interfaces and the stores, True Blue dominates, radiating a more affluent, warmer vibe than the previous, more subdued blue.
True Blue Colour Scheme

“True Blue is designed to be more engaging and energetic,” White notes. “It's not just a colour; it's a statement.” This specific shade was intentional, ensuring it resonates across various touchpoints, especially in the Fashion and Home categories. It's a colour that demands attention and exudes confidence.
However, Walmart's commitment to a cohesive brand experience doesn't stop with True Blue. The company has also introduced complementary shades like Bentonville Blue, which delves into darker navy tones, and accent colours like Sky Blue and Everyday Blue.
This nuanced palette ensures that while True Blue remains the hero, the supporting shades add depth and variety, preventing visual monotony.

White candidly acknowledges past inconsistencies in the application of Walmart's brand assets. “You may have observed that we've been somewhat inconsistent in utilising our brand assets. While developing a new design system, we're putting greater consideration and attention into how these assets are applied and utilised,” he admits.
This new system isn't just about visual appeal; it's about strategic application, ensuring every touchpoint communicates Walmart's identity with clarity and purpose.
The revamped colour scheme is more than just a fresh coat of paint. It's a deliberate effort to create a unified, recognisable brand presence that stands out in a crowded marketplace.
By owning this distinctive palette, Walmart strengthens its visual identity and solidifies its position as a retail leader.
With the spark and True Blue leading the charge, Walmart is poised to make an even more significant impact, resonating deeply with customers and reaffirming its brand promise at every interaction.
Thoughts?
Let's get real for a second—Walmart's branding nails it in many ways. It delivers a clean, minimalist vibe that screams, “You're on a budget but still got taste.”
When you step into their stores or scroll through their ads, there's this slick, simple feeling, like IKEA, but with a dose of American retail power.
The ads? Genius. They're straight to the point, offering a modern, almost e-commerce feel, suggesting you could purchase just by staring at a bus stop ad. It's like the future of shopping now: no friction, swipe, tap, and go.
But here's where I've got some bones to pick: the illustrations. Walmart's flat, cartoon-style scenes—intended to make shoppers feel at home—miss the mark.

Instead of being minimalist and clever, they look like something you'd find in a third-rate community newsletter. They feel… cheap.
They spent all their budget on tech and sleek ads and left the artwork for last-minute interns. Sure, it's simple, but that doesn't mean it's effective or engaging.
Now, I get it. White, one of their design leaders, argues that these illustrations serve a purpose—they make the brand more approachable. The goal is to stay connected with everyday people, keeping things accessible and familiar.
And I get that. A mega-retailer like Walmart must remain relatable to not alienate the masses with high-end, ultra-modern designs that only a select few would appreciate.
But I can't help but wonder if Walmart is underestimating its audience's taste. Customers are more intelligent than ever. They're looking for exciting experiences, even in the simplest of places.
Instead of a lacklustre visual style that feels like something you'd see at a local park district, why not amp it up? Add some energy and creativity to make the shopping experience more memorable.
The brand is on the right track with its new digital push, which will launch on platforms this January and expand into stores soon. But if they want to take it to the next level, it's time to rethink their visual style.
Make it as exciting and vibrant as their deals. Because right now, they're leaving an opportunity on the table—and the future of retail is way too competitive to miss a chance to wow their customers.