What’s New

January 2025
Brand New UnderConsideration
Let the Sparks Fly
“In this new rendition, the Spark feels softer, warmer, and more friendly while being so much better executed with smoother curves and more pleasant individual segments than before, where it looked overly mechanical. The bolder weight of the segments gives the icon more presence and strength to stand on its own as it moves forward as the company’s primary logo.”
“Overall, this is an amazing improvement for Walmart, takes some of the best traits from its design history that, thanks to Father Time and Design Trends, have aged well and mixes it with the recent success of the Spark icon to establish a bold, confident, and engaging identity for the next 25 years.”

January 2025
CreativeBloq
Walmart's bold new branding is the definition of a glow up
“When a brand like Walmart refreshes its logo, the design world sits up and notices. It's one of the most recognisable logos on the planet thanks to the chain's dominance in retail – and the logo itself is an example of simplicity done exquisitely (as with many of the best logos). The brand has refreshed its identity for the first time in almost 20 years, and the result is the truest definition of a glow up.”

December 2024
MarketingDive
Inside Walmart’s pop culture-heavy 2024 holiday campaign
“Gilmore Girls,” “The Simpsons” and more appear in ads that try to balance the usual seasonal sentiment with a focus on culture."
“We’re always looking for ways to get closer to the customer and bridge the gap between content and commerce,” said Hartman. “We believe that we, as a brand, can create content that is both entertaining — that people want to watch, that they look forward to watching — but is also shoppable.”

July 2024
Adweek
Walmart's Back-to-School Ad Is a 5-Minute Musical About What Kids Think Is Cool
“A new five-minute spot, titled ‘School Style Decoded,’ is a music video that promotes the back-to-school trends most popular with kids. TikTok fashion influencer Taylen Biggs and YouTuber Kat Stickler star in the ad, with Biggs leading a school in a musical performance that shows parents what trends are cool — and maybe more importantly, what isn’t cool.”

January 2025
Fast Company
Walmart's bluer new brand is its biggest update in nearly two decades
“The 255 million customers who visit Walmart each week are about to see something new—and even more blue—because Walmart is introducing its first brand update in nearly two decades.”

January 2025
AdAge
New branding draws on founder Sam Walton’s trucker hat but also aims to modernize its image
“Walmart is doing a brand refresh, tweaking its wordmark, trade dress and other specifications, for the first time in nearly 17 years. While the changes are subtle enough that a lot of people may not notice, they collectively amount to a big change for a giant retailer with more than 4,600 stores in the U.S. alone.”

January 2025
AdWeek
Is Walmart's Spark Logo Strong Enough to Stand on Its Own? Headquarters Thinks So.
“On Monday, the retailing colossus unveiled the first major refresh to its brand assets since 2008. The tweaks are subtle—mostly a bulking up of its typeface along with some color adjustments—but the simplicity belies more ambitious aims.”
“We’re building on assets that the customer recognizes from Walmart—we’ve strengthening those assets. We want to be able to build and strengthen the equity we have in the spark, so that it can be—eventually—a standalone symbol for our brand.”

December 2023
AdWeek
Walmart and Andy Cohen Team Up for Drama-Free Quitters Day Campaign
“We knew going into this work that New Year’s resolutions are hard to keep,” David Hartman, VP Creative for Walmart, told Adweek. “When I heard about Quitters Day, I thought, ‘Yes, obviously, at some point during the middle of January, myself and so many other people are gonna drop out of what seemed like fantastic New Year’s resolutions.’ But we’re hoping with this work and with Andy as a big part of it, we can help our customers save their New Year’s resolutions.”

January 2025
Marketing Dive
How Walmart’s latest brand refresh reinforces bigger digital ambitions
A new typeface, more vibrant colors and a larger emphasis on its spark logo are part of Walmart’s strategy of becoming a true omnichannel retailer.
“We're aligning the visual expression of Walmart with the evolution of the brand since 2008. What that means, in a more practical sense, is truly establishing ourself as truly an omnichannel retailer versus just a brick-and-mortar retailer – and being able to serve the customer no matter where or how they want to encounter the brand.”

April 2024
The Drum
See inside Walmart’s colossal, new LA creative studio with
VP of creative David Hartman
“Lights, camera, action: on an exclusive tour and interview, Hartman guides The Drum’s LA reporter through the 80,000-square foot studio in Playa Vista, revealing its prolific production capabilities and proximity to LA’s brightest creative minds.”

April 2024
Fast Company
Why Walmart launched a premium grocery label, with fancy branding to match
“Walmart’s new private label brand, Bettergoods, doesn’t look like what you might expect a Walmart private-label brand to look like. And that’s entirely the point.”

April 2024
AdAge
Paris Hilton, Whitney Cummings, Kat Stickler, Tia Mowry, Aislinn Derbez, and Babs Costello are answering all your Mom related questions (no matter what age your kids are) with personalized real time responses on TikTok in the latest campaign for Walmart+.