Walmart has introduced a new look for its brand, updating its visual identity. This redesign, created by Walmart’s creative team in partnership with Jones Knowles Ritchie, focuses on giving familiar elements a modern feel while staying connected to the company’s roots. The Spark icon is at the center of the update, now taking on a bigger role as the main logo. It can stand alone or be paired with the wordmark, though not placed right next to it.
The Spark itself has been refined. First introduced in 2008, it’s evolved from a mechanical design into something softer and more inviting. The updated version has smoother curves and thicker lines, making it easier to see and giving it a stronger, more confident look. Its bolder shape works well as a standalone symbol, aligning it with iconic brand logos. With its new proportions and cleaner edges, the Spark feels friendlier and more dynamic, reflecting the company’s current image.
Alongside the Spark, a new wordmark blends a bit of history with a modern twist. Inspired by the lettering on Sam Walton’s old trucker hat, the custom typeface features bold, chunky letterforms that echo styles from the ’80s and ’90s. It replaces the previous, more generic-looking font. The new design has distinct curves and a balanced shape, giving it a confident, clear presence—moving away from the old logo’s softer, more understated feel.
The color palette has been updated to feel fresh while still familiar. The primary colors, True Blue and Spark Yellow, are rooted in Walmart’s recognizable hues but now appear with a brighter, more vibrant touch. True Blue keeps the connection to the brand’s history, while Spark Yellow adds warmth and energy. They create a cohesive look that works well in stores and online.
Christian Schwartz from Commercial Type designed the custom font family Everyday Sans with input from Thomas Bouillet. It includes headline styles, monospaced uses, and digital interfaces, giving the brand flexibility across different platforms. The wordmark is based on this typeface but has been tweaked to make it unique. Miguel Reyes created a secondary script font, Always Script, which adds a handwritten touch for special uses like promotional items.
Walmart’s updated logo and style reflect its growth as a modern retailer while honoring its history. The new design feels clear, approachable, and confident. The updated Spark takes on a more dynamic role, and the bold, custom wordmark adds a fresh feel. The brand now has a strong, recognizable look across all touchpoints. These updates help create a consistent, unified customer experience everywhere, whether in stores or online.
