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Walmart’s New Look: Honoring the Past, Embracing the Future
Walmart rolls out new brand identity in Northwest Arkansas

Walmart has been a cornerstone of Northwest Arkansas since its humble beginnings in Bentonville in the 1950s. Now, the global retail giant is unveiling a refreshed brand identity that blends its rich heritage with a vision for the future. The updated look reflects Walmart’s evolution into a people-led, tech-powered omnichannel retailer—and a continued commitment to helping customers save money and live better.
The refreshed brand identity highlights Walmart’s journey from a one-stop shopping destination to a modern, digital-first retailer. While the look is more contemporary, the updates stay true to founder Sam Walton's values and vision.
Here’s what’s new:
A modernized wordmark: Inspired by Sam Walton’s iconic trucker hat, the new font blends heritage with a sleek, custom design that sets Walmart apart.
The spark remains: Walmart’s iconic spark now exudes energy, symbolizing its guiding role in connecting customers with everything they need.
Fresh but familiar colors: The updated palette combines Walmart’s classic True Blue with Spark Yellow, bringing a modern vibrancy to its recognizable hues.
Relatable and approachable tone: From its brand voice to illustrations and photography, the new look reflects Walmart’s diverse customers and approachable values.
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“Walmart aims to be an inspirational, digital retailer that provides all the products, brands, and services our customers need and want,” says William White, senior vice president and Chief Marketing Officer at Walmart U.S. “While the look and feel of our brand is more contemporary, it reflects Walmart’s enduring commitment to both Sam’s principles and serving our customers however they need us.”
The first glimpse of the refreshed brand identity debuted right here in Northwest Arkansas at Store 4108 in Springdale last October. From redesigned stores to a polished digital presence, Walmart is rolling out the new look across its app, website, marketing campaigns, and the new Home Office in Bentonville opening this month.
The process will continue throughout the year, with the updated identity gradually transforming the shopping experience nationwide. Customers will notice a cohesive, modern design across every touchpoint—from the storefront to the screen in their pocket.
To see Walmart’s refreshed look, visit the new Walmart brand hub.