Love It or Hate It, Walmart’s Bold New Look Is the Ultimate Glow-Up

When a global retail powerhouse like Walmart updates its logo, the design community takes notice. As one of the most recognizable logos worldwide, Walmart’s emblem has long stood as a testament to simplicity executed brilliantly—a hallmark of great logo design. After nearly 20 years, the brand has unveiled a refreshed visual identity that epitomizes what we’d call a “glow-up.”

The iconic logo has retained its core essence, but the signature "spark" has been reimagined with bolder, more rounded, and thicker shapes. Complementing this, the entire identity has undergone a color enhancement, featuring a brighter, warmer yellow and a deeper, richer "True Blue" at the forefront of a refreshed blue palette. A new custom typeface further elevates the look.

While some online observers see the changes as subtle, Walmart’s approach to its redesign was purposeful. As a brand with such massive recognition, a complete overhaul wasn't necessary. Instead, the design team focused on refining and accentuating the best aspects of the existing logo. This strategic evolution not only modernizes Walmart’s identity but also strengthens its connection with customers. The result? A contemporary yet timeless brand mark that keeps Walmart at the forefront of retail.

The Process Behind Walmart’s New Look

The redesign was crafted in collaboration with the renowned design agency Jones Knowles Ritchie (the same team behind the award-winning Burger King rebrand). This new visual identity aims to position Walmart as an "inspirational, digital retailer" while celebrating its deep-rooted heritage.

Walmart’s Chief Marketing Officer, William White, explained the intent behind the redesign:

"While the look and feel of our brand is more modern, our refreshed identity reflects Walmart’s enduring commitment to [founder] Sam Walton’s principles and serving our customers however they need us."

A Typeface Rooted in Legacy

One standout element of the redesign is the introduction of a custom sans-serif typeface inspired by Walmart’s history. The design draws from a vintage photo of founder Sam Walton wearing a hat with the Antique Olive typeface. This influence was reimagined into a bolder, rounder style, replacing the Myriad Pro font that had been in use since 2008. The updated typeface, like the rest of the identity, bridges the gap between Walmart’s storied past and its future as a modern retail leader.

Design Evolution That Resonates

Walmart’s new visual identity strikes the perfect balance between honoring its legacy and embracing the future. By amplifying key design elements like its spark, colors, and typography, the redesign achieves a fresh yet familiar look—one that strengthens its position as a brand deeply ingrained in the lives of millions of consumers.

This transformation serves as a masterclass in strategic brand evolution, proving that sometimes, subtle changes can make the biggest impact.