An Archive-Rooted Refresh
On 13 January 2025, Walmart unveiled its most significant visual update since 2008.1, 2 Developed with Jones Knowles Ritchie alongside Walmart's in-house creative team, the rebrand revises the wordmark, the yellow "spark" motif, and the brand's core blue, the first time all three elements have been refreshed simultaneously in nearly 20 years.3, 2
The creative direction was rooted in Walmart's own archive.4 JKR traced the brand back to the 1980s and 1990s, finding a photograph of founder Sam Walton wearing a trucker cap lettered in Antique Olive, a discovery that informed the redrawn wordmark's weight and character.5, 4
Spark and Colour
The yellow spark, Walmart's sunburst motif, has been made fuller, with individual rays gently rounded.4, 2 The wordmark has been separated from the spark icon, giving both elements room to breathe and operate independently across applications.2, 5 Backing the updated system is a darker, more vivid blue, designed to read with greater confidence across physical and digital touchpoints.6, 7
The rollout began in October 2024 at a Walmart store in Springdale, Arkansas.1 Digital platforms including the website and app were updated in January 2025.1, 6
Written with AI assistance, edited by a human. Find out more about our Use of AI.
1. Walmart, "Walmart Introduces Updated Look and Feel: A Testament to Heritage and Innovation", 13 January 2025, for the announcement of the brand refresh on 13 January 2025, the rollout beginning in October 2024 with Store 4108 in Springdale, Arkansas, and the launch on Walmart.com and the Walmart app in January 2025 with the remaining assets following through the year. https://corporate.walmart.com/news/2025/01/13/walmart-introduces-updated-look-and-feel-a-testament-to-heritage-and-innovation
2. The Dieline, Rudy Sanchez, "Walmart Modernizes Its Brand Identity With Help From JKR", 13 January 2025, for the refresh by JKR being Walmart's first significant update since 2008 and its first in nearly two decades, for the spark becoming rounder and tighter, and for the spark being unanchored from the Walmart wordmark. https://thedieline.com/walmart-modernizes-its-brand-identity-with-help-from-jkr
3. JKR, "Walmart" (case study, undated), for the identity having been developed in partnership with Walmart and the Walmart Creative Studio, Walmart's in-house creative team, covering a wordmark drawn from Sam Walton's trucker hat and the updated Spark symbol. https://jkrglobal.com/work/walmart
4. LogoLounge, Cathy Lane, "Walmart Brand Update", 15 January 2025, off whitelist and used for corroboration only, for JKR having drawn on the Walmart archives, for the trucker hat bearing the store name printed in Antique Olive as the source of the wordmark, and for the spark having been redrawn thicker and tighter. https://www.logolounge.com/news/walmart-brand-update
5. The Drum, Tom Banks, "JKR's fit for purpose and flexible Walmart identity explained", 16 January 2025, off whitelist and used for corroboration only, for the wordmark being inspired by Sam Walton's Walmart trucker hat as photographed on the cover of his autobiography, for the type family being based on Antique Olive, used widely by Walmart in the 1980s, 1990s and early 2000s, and for the spark being decoupled from the wordmark to give more flexibility across the Walmart experience. https://www.thedrum.com/news/jkr-s-fit-purpose-and-flexible-walmart-identity-explained
6. CNN, "Walmart's logo got its first facelift in nearly 20 years", 13 January 2025, as syndicated by WTOP, off whitelist and used for corroboration only, for Walmart introducing a darker blue and for the new logo appearing on the website and app that month. https://wtop.com/business-finance/2025/01/walmarts-logo-got-its-first-facelift-in-nearly-20-years/
7. Dezeen, Jennifer Hahn, "Can you spot the difference in these five subtle rebrands?", 19 May 2025, off whitelist and used for corroboration only, for JKR's Walmart rebrand introducing more vibrant colours. https://www.dezeen.com/?p=2203825
