the brand guide - walmart brand center · the brand guide. 1. our purpose 2. our positioning 3. our...
TRANSCRIPT
Contact
Address
Mark DanzigWalmart850 Cherry AveSan Bruno, CA 94066United States
Phone
Phone 1: 650.837.5665Phone 2: 479.273.4899Phone 3: 650.837.4930
Online
Email 1: [email protected] 2: [email protected] Email 3: [email protected] www.walmart.com
The Brand Guide
1. Our purpose
2. Our positioning
3. Our core identity
4. Our color palette
5. Our typography
6. Our imagery
7. Our voice
Table of Contents
IntroductionThese guidelines describe the visual and verbal elements that represent Walmart’s corporate identity. This includes our name, logo and other elements such as color, type and graphics.
Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company.
These guidelines reflect Walmart s commitment to quality, consitency and style.The Walmart brand, including the logo, name, colors and identifying elements, are valuable company assets.
Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Walmart name and marks.
The Brand Guide 5 // 49
Sam said it best.
Our purpose
“The feeling our customers have when they leave our stores determines how soon they’ll be back.”
01The same applies to our brand. Walmart is the friendly neighborhood store customers have come to trust and depend on. By creating consistent images that welcome and appeal, we ensure that customers will come back – again and again.
The Brand Guide Our purpose 7 // 496 // 49
Introduction to our customer
We serve everyone.Our customers are not defined by demographics, but by their desire for value. And they depend on us to deliver that value to them, every day. They want to save money on life’s essentials, as well as on the things that make life special. What’s most important to them is convenience and low prices on quality products. Which makes that important to us as well.
The Brand Guide Our purpose 9 // 498 // 49
– Sam Walton
“If we work together, we’ll lower the cost of living for everyone…we’ll give the world an opportunity to see what it’s like to save and have a better life.”
Our company’s purpose
Saving people money so they can live better.It drives all our business decisions and actions. It’s the guiding philosophy we communicate with pride, both internally and externally.
It’s the way we seek to positively influence society broadly and our customers, communities, and stakeholders personally.
Our company’s inspiration
The Brand Guide 11 // 49
We help our shoppers live better because we deliver low prices on the brands they trust, in an easy, fast, one-stop shopping experience.
Our positioning02Our brand character
Servant leadership is our core character. Sam Walton committed the company’s strengths to helping lower the cost of living for our customers.
The Brand Guide Our postitioning13 // 4912 // 49
Our brand personality traitsIt’s our job to make sure that all of our communications are consistent with the following brand personality traits. Our brand personality traits describe how we want our customers to perceive our company.
CaringWe’re caring, not cold. We welcome families with our hometown warmth and exclude no one — we welcome everyone through our doors. We care about our local communities and are compassionate toward the people in them. We’re helpful and very engaged. Our customers trust us; we work hard at never letting them down.
AuthenticWe’re everyday people like our customers. Genuine. Human. And authentic.
InnovativeWe’re forward-thinking and inventive to make our customers’ lives better by improving their shopping experience.
StraightforwardWe’re upfront with our customers, suppliers, and fellow associates.
No hidden agendas, no ulterior motives.
OptimisticMore than just pleasant, we’re optimistic. Our optimism is grounded in our belief we can achieve our purpose of saving people money so they can live better. We look at problems as opportunities and see setbacks as learning experiences. Because we’re optimistic, we believe in and help our customers achieve their dreams of a better life. Our optimism is contagious, motivating suppliers and building customer confidence.
The Brand Guide Our postitioning15 // 4914 // 49
Our customer strategy
We’re successful because we are committed to deliver.
Our signature has a unique logotype and is based on the Myriad typeface.
Signature elementsThere are two different Walmart signatures, horizontal and vertical. The horizontal signature is preferred; use it whenever possible. Don’t separate or rearrange the logotype and symbol.
Our symbol is a spark of inspiration and smart shopping that helps customers live better.
The sparkThe Spark as our icon. The spark appears most often as part of the lockup for the Walmart logo, however the spark can be used alone on certain occasions. See following pages for details.
Our signature
We’ve created a complete set of design guidelines to ensure consistency over just about every instance of customer contact. The core design elements are the essential visual elements of our brand – our logo, color palette, typography, imagery, and graphics.
Our core identity03
The Brand Guide Our core identity19 // 4918 // 49
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
x
ColorsPrimary Secondary
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Clear space
Clear space
Minimum size
Primary
Secondary
Colors
Walmart logo suite
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Introducing The TradeSpark
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Minimum sizeWordmark
x
1x Clear space
Our refreshed visual identity celebrates The Spark as our icon. The Wordmark provides support where necessary.
A TradeSpark must be present in any singular experience (the whole screen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on context or contrast.
Do not rotate, distort or overlap the TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited print use. All logos are available with a circle R and without.
Circle R
When a logo or lockup is scaled below minimum size, use the alternate version without a circle R (see details for each mark).
When The TradeSpark and the Wordmark appear within the same activation, remove the circle R from The TradeSpark.
When using any logo/lockup in 3D or at very large scale (e.g., store front), remove the circle R.
With ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.5" heightDigital = 108 pixels height
Minimum size with ®Print = 1.25" heightDigital = 90 pixels height
Minimum size with ®Print = 1.85" heightDigital = 134 pixels height
Minimum size with ®Print = 1.65" heightDigital = 118 pixels height
Minimum size without ®Print = .4375" heightDigital = 32 pixels height
Minimum size without ®Print = .1875" heightDigital = 16 pixels height
Minimum size without ®Print = 1.5" heightDigital = 108 pixels height
Minimum size without ®Print = .5938" heightDigital = 43 pixels height
Wordmark Lockups
Tagline Lockups
Horizontal
HorizontalVertical
Clear space
Clear space
1x
1x
1x
1x
1x
x
x
x
x
Vertical
With ®Print = .75" heightDigital = 54 pixels height
Without ®Print = .0938" heightDigital = 8 pixels height
Without ®Print = .1875" heightDigital = 16 pixels height
Our logo & logomarkIntroducing the TradeSparkOur refreshed visual identity celebrates the Spark as our icon.The Wordmark provides supportwhere necessary.
A TradeSpark must be present inany singular experience (the wholes creen, your view of the store, etc).
The TradeSpark is predominantly Spark Yellow. Walmart Blue or white may also be used based on contextor contrast.
Do not rotate, distort or overlapthe TradeSpark or any of the Walmart logos.
Lockups are available, including a single color version for limited printuse. All logos are available with acircle R and without.
All logos (The TradeSpark, wordmark and lockups) have a preferred version with a circle R.
A circle R is not used when the logos are so small that they become illegible. Use the alternate versions provided in the Walmart Toolkit. Check minimum sizes provided for guidance.
When The TradeSpark and the wordmark appear in the same activation (not as a lockup), only the wordmark should have a circle R.
When making a 3D logo, use a version without the circle R as it may be cost prohibitive to fabricate. At large scale (e.g., a truck), consider using a logo without the circle R to avoid distraction.
*Note: Logos and lockups without a circle R on this page are too small, making the registration mark illegible. The alternate versions have been used. Please refer to the Walmart Toolkit for all logo versions.
Clear space
Colors Wordmark
Clear space
Wordmark lockups*
Circle R
Colors*
Minimum size*
Primary
Primary Secondary
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Minimum size with ® Print = 1.25” heightDigital = 90 pixels height
Minimum size without ® Print = .1875” heightDigital = 16 pixels height
Minimum size with ® Print = 1.65” heightDigital = 118 pixels height
With ® Print = .75” height Digital = 54 pixels height
Without ® Print = .0938” height Digital = 8 pixels height
Minimum size without ® Print = .5938” heightDigital = 43 pixels height
With ® Print = 1.25” height Digital = 90 pixels heightWithout ® Print = .1875” height Digital = 16 pixels height
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071cef
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071cef
Secondary
Minimum size*
The Brand Guide Our core identity21 // 4920 // 49
Ignite a visual culture
The SparkThere are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life envirownments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
Never use a circle R with The Spark when using it within a composition (e.g., the car wheel illustration).
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark. The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Treatments
The Half Spark
The Sparklet
Illustration Photography Material/media
Maintain clear space aroundThe Spark.
Do not force The Spark.
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
Illustration Photography Material/media
Do not expand from footprint.
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The Spark
The Sparklet
The Half Spark
Treatments
Ignite a visual culture
There are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life environments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
Maintain clear space within the footprint.
Maintain clear space around The Spark.
Do not force The Spark.
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark.
The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
Use The Half Spark to express an action.
Find natural ways to integrate The Half Spark.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments to The Half Spark.
Do not place Sparklets in a similar position to The Half Spark.
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
Illustration Photography Material/media
Do not expand from footprint.
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The Spark
The Sparklet
The Half Spark
Treatments
Ignite a visual culture
There are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life environments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
Maintain clear space within the footprint.
Maintain clear space around The Spark.
Do not force The Spark.
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark.
The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
Use The Half Spark to express an action.
Find natural ways to integrate The Half Spark.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments to The Half Spark.
Do not place Sparklets in a similar position to The Half Spark.
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
Illustration Photography Material/media
Do not expand from footprint.
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The Spark
The Sparklet
The Half Spark
Treatments
Ignite a visual culture
There are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life environments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
Maintain clear space within the footprint.
Maintain clear space around The Spark.
Do not force The Spark.
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark.
The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
Use The Half Spark to express an action.
Find natural ways to integrate The Half Spark.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments to The Half Spark.
Do not place Sparklets in a similar position to The Half Spark.
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
Illustration Photography Material/media
Do not expand from footprint.
83
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V
The Spark
The Sparklet
The Half Spark
Treatments
Ignite a visual culture
There are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life environments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
Maintain clear space within the footprint.
Maintain clear space around The Spark.
Do not force The Spark.
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark.
The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
Use The Half Spark to express an action.
Find natural ways to integrate The Half Spark.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments to The Half Spark.
Do not place Sparklets in a similar position to The Half Spark.
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
Illustration Photography Material/media
Do not expand from footprint.
83
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V
The Spark
The Sparklet
The Half Spark
Treatments
Ignite a visual culture
There are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life environments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
Maintain clear space within the footprint.
Maintain clear space around The Spark.
Do not force The Spark.
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark.
The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
Use The Half Spark to express an action.
Find natural ways to integrate The Half Spark.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments to The Half Spark.
Do not place Sparklets in a similar position to The Half Spark.
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
Illustration Photography Material/media
Do not expand from footprint.
83
83
V
The Spark
The Sparklet
The Half Spark
Treatments
Ignite a visual culture
There are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life environments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
Maintain clear space within the footprint.
Maintain clear space around The Spark.
Do not force The Spark.
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark.
The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
Use The Half Spark to express an action.
Find natural ways to integrate The Half Spark.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments to The Half Spark.
Do not place Sparklets in a similar position to The Half Spark.
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
Illustration Photography Material/media
Do not expand from footprint.
83
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The Spark
The Sparklet
The Half Spark
Treatments
Ignite a visual culture
There are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life environments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
Maintain clear space within the footprint.
Maintain clear space around The Spark.
Do not force The Spark.
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark.
The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
Use The Half Spark to express an action.
Find natural ways to integrate The Half Spark.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments to The Half Spark.
Do not place Sparklets in a similar position to The Half Spark.
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
Illustration Photography Material/media
Do not expand from footprint.
83
83
V
The Spark
The Sparklet
The Half Spark
Treatments
Ignite a visual culture
There are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life environments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
Maintain clear space within the footprint.
Maintain clear space around The Spark.
Do not force The Spark.
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark.
The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
Use The Half Spark to express an action.
Find natural ways to integrate The Half Spark.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments to The Half Spark.
Do not place Sparklets in a similar position to The Half Spark.
2017 WALMART BRAND V1.0 SPRING 2017
If designing external consumer marketing communications, please e-mail [email protected] for a full briefing on Walmart Brand look and feel.
Illustration Photography Material/media
Do not expand from footprint.
83
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V
The Spark
The Sparklet
The Half Spark
Treatments
Ignite a visual culture
There are three members of The Spark family—The Spark, The Half Spark, and The Sparklet.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration. It is never passive; its energy infuses the brand experience with warmth and wit.
Integrating The Spark into real life environments puts our brand at the heart of the moment. Bold and confident usage will increase awareness.
The Spark can be formed with objects or fabricated in alternative materials/media. It may appear in any color as it responds to context and leverages illustration and/or photography. For guidance, refer to: Spark_Family/Footprint.ai
Maintain clear space within the footprint.
Maintain clear space around The Spark.
Do not force The Spark.
The Half Spark works with photography, illustration and iconography to provide an expressive connection to The Spark.
The Half Spark primarily uses the Hero Palette and can be rotated to fit context.
Use The Half Spark to express an action.
Find natural ways to integrate The Half Spark.
The Spark informs our illustration style and iconography. Sparklets carry the DNA of The Spark. You can rotate, color and crop Sparklets.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments to The Half Spark.
Do not place Sparklets in a similar position to The Half Spark.
Use The Half Spark to express an action.
Do not expand from footprint.
Maintain clear space withinthe footprint.
Do not place Sparklets in a similar position to The Half Spark.
Find natural ways to integrate The Half Spark.
Do not place Sparklets in a similar position to The Spark.
Do not apply treatments toThe Half Spark.
The Brand Guide Our core identity23 // 4922 // 49
Using the logo with retail service & department names Examples of retail service & department type treatments
Locked-up type treatments are used with services to establish an identity consistent with the Walmart brand. Need a service type treatment lockup? Contact Brand Center Help at [email protected]
Standard stacked
Standard stacked with a service title
Horizontal
Be sure the relationship of the service to the Walmart logo is consistent, whether on lab coats, uniforms, or patches.
To find authorized, original artwork for Walmart service type treatments, go to: walmartbrandcenter.comService type treatments
Service type treatments with titles
For departmental only These are the treatments for internal only.
Pharmacy
Vision Center
Marketing
Logistics
Global SecurityAviation & Travel
Horizontal
Retail Service
Standard stacked
Retail Service
Why blue? It suggests authority, dignity, security, stability, heritage, and trust. Blue also communicates image attributes such as “friendly,” “approachable,” “reliable,” and “trustworthy.” Darker blues convey “tradition” and “quality,” while brighter blues are used to convey “innovation” and “technology.” Blue can also signal “fresh” and combines well with other colors (green, orange, yellow).
Our color palette04PMS 285 C
CMYK 100-45-0-0RGB 0-113-206
HEX 0071ce
PMS 1235 C
CMYK 0-25-100-0RGB 255-194-32
HEX ffc220PMS 282 C
CMYK 100-90-13-68RGB 4-30-66
HEX 041e42CMYK 0-0-00RGB 255-255-255
HEX ffffff
Spark YellowWalmart Blue Dark Blue
PMS 3546 C
CMYK 0-100-99-4RGB 222-28-36
HEX de1c24PMS 165 C
CMYK 0-68-100-0RGB 250-100-0
HEX fa6400PMS 3501 C
CMYK 68-0-100-0RGB 95-180-70
HEX 5fb446Process only
CMYK 0-0-100-0RGB 255-242-0
HEX fff200
Rollback Red Clearance Yellow Pickup Orange Market Green
White
The Brand Guide 27 // 49
Our color palette26 // 49
ExamplesHero Color Palette
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Dark BluePMS 282 C CMYK 100-90-13-68 RGB 4-30-66 HEX 041e42
Market GreenPMS 3501 C CMYK 68-0-100-0 RGB 95-180-70 HEX 5fb446
Rollback RedPMS 3546 C CMYK 0-100-99-4 RGB 222-28-36 HEX de1c24
Pickup OrangePMS 165 C CMYK 0-68-100-0 RGB 250-100-0 HEX fa6400
Clearance YellowCMYK 0-0-100-0 RGB 255-242-0 HEX fff200
When more contrast is needed or to create greater impact, Walmart Dark Blue can be used. Using Dark Blue instead of blackbetter connects to the brand.
Neighborhood Market Green is only used in relationship to our Neighborhood Markets and should not be used for any other communications.
Rollback Red is primarily used to communicate Rollback. It provides a strong accent to cut through the clutter.
Pickup Orange signifies omnichannel communications in stores and online. Be sure to create a balance between Pickup Orange and the Hero Color Palette.
Process Yellow is used to communicate clearance items and highlight savings. Do not use Spark Yellow in the place of Clearance Yellow.
ColorWe are a blue brand with yellow and whiteBlue is a key signifier for the brand. Use it confidently to express brand pride with support from Spark Yellow and white. These are the definitive colors that make up our Hero Color Palette and should be used wherever possible.
Neighborhood Market Green and Omni Orange represent unique offerings within the Walmart experience and should always be used in conjunction with a member of the Hero Palette. To avoid confusion, do not use these colors for other experiences.
Walmart Dark Blue, Clearance Yellow and Rollback Red are functional colors with clear, practical rules.
BluePMS 285
Dark BluePMS 282
White NHM GreenPMS 3501
Spark YellowClearanceYellow
PickupOrangePMS 165
Rollback RedPMS 3546
House Palette Nice to meet hue
Bogle is our custom font inspired by The Spark. It is modern, friendly and versatile Three weights— Regular, Bold and Black—provide contrast, legibility and hierarchy. Bogle Bold is used for headlines and subheads. Bogle Regular is used for body copy, legal information and captions. Bogle Black is only for emphasis at small scale. Typographic clarity and hierarchy are extremely important for shopper accessibility.
Our typography05Regular
Figures
Special Characters
! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘
« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9
Say hello to Bogle
The Brand Guide 31 // 49
Our typography30 // 49
Type on color and images
Do nots
Small type sizes use auto leading.
Medium type sizes add 3 points of leading on top of the type size (e.g.: 30 pt size, 33 leading).
Large type uses leading equal to the size of the type (e.g.: 120 pt size, 120 leading).
Dark Blue for small body copySmall body copy needs contrast for readability.
Note: For ADA compliance, do not use green type in digital spaces. Pickup Orange may be used in bold 14-point type and larger.
Use Dark Blue type on Spark Yellow for contrast.
Do not place white type on Spark Yellow.
Do not place white type on Clearance Yellow.
Do not use Spark Yellow type on white.
Do not use Walmart Blue type on Pickup Orange or Rollback Red.
Create clear space and contrast for type on an image.
Use white type on Dark Blue, Pickup Orange, Rollback Red, and NHM Green.
Use Dark Blue type on Clearance Yellow for contrast.
Small type: 15 - 18 pointsMedium type: 19 - 47 pointsLarge type: 48+ points
Leading
Headlines are left-aligned whenever possible. Use sentence case and punctuation for full sentences within body copy.
Usage
Preferred
White
White White Spark Yellow Walmart Blue
Dark Blue
Type Type
Type Type
TypeType Type
Type TypeDark Blue
Walmart Blue
BogleOur new custom fontAvailable in a family of weights For emphasis, use Bogle Black at smaller scales
Black
Bold
Italic
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Choose the right images and you’ll be in the driver’s seat for delivering a positive impression of our brand.
Our imagery06
The Brand Guide 35 // 49
Our imagery34 // 49
Large-scale icons
Small-scale icons Color
Icon creation
Icon creation
Example
Minimum size Maximum sizeExamples
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Print: 0.4” heightDigital: 25 px height
Print: 1.49” heightDigital: 72 px height
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Type alignment
Minimum size
Center align type to icon when possible.
Print: 1.5” heightDigital: 144 px height
IconographyFor function, not decorationIcons provide a shorthand communication to ease the consumer experience.
Our icons follow simple geometric rules to create cohesion. The small-scale icons are highly functional and simplified. They only use one color.
Large-scale icons can accommodate additional detail. This adds warmth and personality while maintaining functionality. They are available in up to three colors.
Color
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
The Brand Guide Our imagery37 // 4936 // 49
FlexibilityIllustrationIllustrate the pointOur House illustration style brings warmth and a cheerful personality to communications. Illustration has the ability to communicate complex subjects.
Our illustration style is based on simple graphic shapes to allow for better cohesion with The Spark family. This is a flexible style dependent on context. It can range from structured and geometric to a more fluid, organic style. To tell the story, a variety of tone and detail can be explored. Use the Extended Hero Palette wherever possible to create this depth. Other colors may be considered depending on the context of the illustration.
The Spark The Half Spark
The Sparklet
Consider any tone of blue and yellow to convey depth and detail within illustrations. At least one color from the hero palette should make up 20% of the overall illustration.
Extended Hero Palette
Do not make illustrations overly complex and layered.
Do not be a slave to the hero palette (strawberries are red).
Do not use linework (this doesn’t reflect The Spark).
Extended paletteExtended palette
Spark YellowPMS 1235 CCMYK 0-25-100-0RGB 255-194-32HEX ffc220
WhiteCMYK 0-0-0-0RGB 255-255-255HEX ffffff
Walmart BluePMS 285 CCMYK 100-45-0-0RGB 0-113-206HEX 0071ce
Structured and geometric e.g., family, kids, everyday etc.
Organic and refined e.g., fashion, beauty, tech etc.
The Brand Guide Our imagery39 // 4938 // 49
Seasonal illustrationsHalloweenKey Style Visuals Signage
ExamplesIcons Spooky
Friendly
The Brand Guide Our imagery41 // 4940 // 49
FallKey Style Visuals Appendix
Icons
Examples
The Brand Guide Our imagery43 // 4942 // 49
GametimeKey Style Visuals
Icons
Examples
Appendix
The Brand Guide 45 // 49
Our imagery44 // 49
PhotographyLifestyle photography evokes an emotional response and tells a human story. It captures people, products and food in simple, real-life situations. We engage our audience by being inspirational yet attainable.
Find authentic ways to use our Hero Color Palette. To maintain authenticity, use subtle tones rather than corporate color washing. Lighting is always natural depending on context and surroundings. When casting, consider a variety of ages, genders and races.
Functional photography is used for practical needs to describe a product and/or category. These simple images are clipped with a grounding shadow. Images are captured on a clean white background; they may also be used on Walmart Blue or Spark Yellow.
FuntionalFunctional photography utilizes straight-on view of products— the same angle and plane shot on a simple background. Use an overhead angle for products that don’t stand upright.
Consider alternative angles to better describe unique product features.
Products are lit from the front and sides to highlight the product. We use simple grounding shadows which can be adjusted for your needs.
Products are shot together with simple overlapping grounding shadows. Playful assortment and arrangement adds humanity.
Do not tilt or distort extreme angles.
Do not add reflective surface.
Do not create complicated assortments.
Do not shoot similar products withinconsistent shadows.
Do not create floating objectswithout shadows.
Do not shoot similar products at different angles.
Do not layer images with differentangles and lighting.
Do not light product from the back casting shadow in front of product.
LifestyleConsider first-person angles to communicate human perspective.
Overhead angles help capture abundance in frame.
Create a focal point using depthof field.
Show products in use wherever possible to add humanity andenergy.
Consider placement of items to allow clearspace for messaging.
Use lived-in textures and props. Small spills and imperfections add authenticity.
Use natural lighting and settings wherever possible.
Consider cropping to simplify compositions.
Through the language we use, our tone and voicelets the world experience our brand.
Our voice07
We savepeople money,so they can live better
Smart choice
Delightfully simple
Human kind
Creative principles
Smart choice Human kind Delightfully simpleDeliberate, utilitarian and practical.We make thoughtful decisions thatmake sense.
Relatable, approachable and supportive. We are perfectly imperfect.
As simple as possible but no simpler.Witty and engaging. If it doesn’t addtake it away.
CaringAuthentic
Straight-forwardInnovativeOptimistic
The Brand Guide 49 // 49
Our voice48 // 49
Creative principles and tone of voiceOur creative principles stem from our brand promise. These are the filters for all creative solutions. We have one consistent human voice regardless of the platform, but like any of us, our tone will flex to adapt to content and audience. Our personality and creative principles will help us define the characteristics that will become synonymous with how Walmart speaks across all channels.
Everything we say reflects back to our mission to help our customers live better by saving money, saving time and supporting them in being a force for good.
Personality traits Tone of voice
Say a lot with a littleSmart choice
Delightfully simple
Human kind
We sound:
We sound:
We sound:
Do not sound: Examples:
Examples:
Examples: Do not sound:
Do not sound:
• Thoughtful• Transparent• To the point
• Concise• Witty• Engaging
• Relatable• Approachable• Supportive
• Vague• Cautious• Self-righteous• Abrupt
Back to school
“Own the first day.”
Customer service
“We do re-do’s. Returns welcome.”
Holiday (food)
“Unleash the feast.”
Holiday
“Christmas. Bring it on.”
Fight Hunger, Spark Change
“Give a little love to your neighbors in need.”
Holiday (food)
“Frost like a boss.”
• Basic• Boring• Over-the-top• Juvenile
• Condescending• Stiff• Overly familiar