The Brand Guide

Contact

Address Phone Online

Mark Danzig Phone 1: 650.837.5665 Email 1: mdanzig@walmart.com

Walmart Phone 2: 479.273.4899 Email 2: dschmidt@walmart.com
850 Cherry Ave Phone 3: 650.837.4930 Email 3: dbaker@walmart.com
San Bruno, CA 94066
United States www.walmart.com
Introduction Table of
These guidelines describe the visual and These guidelines reflect Walmart´s Contents
verbal elements that represent Walmart’s commitment to quality, consitency and
corporate identity. This includes our name, style.
1. Our purpose
logo and other elements such as color, type The Walmart brand, including the logo,
and graphics. name, colors and identifying elements, are 2. Our positioning
valuable company assets.
3. Our core identity
Sending a consistent and controlled
message of who we are is essential to Each of us is responsible for protecting 4. Our color palette
presenting a strong, unified image of our the company’s interests by preventing
5. Our typography
company. unauthorized or incorrect use of the
Walmart name and marks. 6. Our imagery
7. Our voice
 The Brand Guide
5 // 49

01 Our purpose The same applies to our brand. Walmart is the

friendly neighborhood store customers have come
to trust and depend on. By creating consistent
Sam said it best. images that welcome and appeal, we ensure that

“The feeling our customers have when customers will come back – again and again.

they leave our stores determines how

soon they’ll be back.”
 Our purpose The Brand Guide
6 // 49 7 // 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.
Our purpose
8 // 49
Our company’s inspiration
“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.”
The Brand Guide
9 // 49
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.
– Sam Walton
It’s the way we seek to positively influence society broadly and our
customers, communities, and stakeholders personally.

02 Our positioning
We help our shoppers live better
because we deliver low prices on
the brands they trust, in an easy,
fast, one-stop shopping experience.
The Brand Guide
11 // 49
Our 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.
 Our postitioning
12 // 49
Our brand personality traits
It’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.
Caring
We’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.
Authentic
We’re everyday people like our customers.
Genuine. Human. And authentic.
Innovative
We’re forward-thinking and inventive to make
our customers’ lives better by improving their
shopping experience.
The Brand Guide
13 // 49
Straightforward
We’re upfront with our customers, suppliers,
and fellow associates.
No hidden agendas, no ulterior motives.
Optimistic
More 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.
Our postitioning The Brand Guide
14 // 49 15 // 49

Our customer strategy

We’re successful because

we are committed to deliver.
03 Our core identity
Our signature

We’ve created a complete set of design guidelines Our signature has a unique logotype Our symbol is a spark of
to ensure consistency over just about every and is based on the Myriad typeface. inspiration and smart shopping
that helps customers live better.
instance of customer contact. The core design Signature elements

elements are the essential visual elements of There are two different Walmart
signatures, horizontal and vertical. The
our brand – our logo, color palette, typography, horizontal signature is preferred; use it
whenever possible. Don’t separate or
imagery, and graphics. rearrange the logotype and symbol.
The spark
The 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.
 IntroducingThe
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18 // 49 The Wordmark
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Minimum size with
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Minimum sizePrint
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height= 108 pixels height
Minimum
Print =Digital
size with
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height Digital = 108 pixels height
20172017 WALMART
WALMART BRANDV1.0
BRAND V1.0 SPRING
SPRING 2017
2017
Horizontal
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Horizontal Digital = 16 pixels Clear space height 1x
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20 // 49
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 Our core identity The Brand Guide
22 // 49 23 // 49

Using the logo with retail service & department names Examples of Pharmacy
Locked-up type treatments are used with retail service &
services to establish an identity consistent
with the Walmart brand.
department type Vision Center
Need a service type treatment lockup? treatments
Contact Brand Center Help at BRANDCEN86@wal-mart.com

Standard stacked Be sure the relationship of the service to the

Walmart logo is consistent, whether on lab
Standard stacked with a service title
coats, uniforms, or patches. Marketing
Horizontal
To find authorized, original artwork for
Walmart service type treatments, go to:
Retail Service walmartbrandcenter.com
Standard stacked
Service type treatments
Logistics
Service type treatments with titles

Retail Service For departmental only

These are the treatments for internal only.
Horizontal

Global Security
Aviation & Travel
 Walmart Blue Spark Yellow White Dark Blue

04 Our color palette RGB 0-113-206

CMYK 100-45-0-0
HEX 0071ce
RGB 255-194-32
CMYK 0-25-100-0
HEX ffc220
RGB 255-255-255
CMYK 0-0-00
HEX ffffff
RGB 4-30-66
CMYK 100-90-13-68
HEX 041e42
PMS 285 C PMS 282 C
Why blue? It suggests authority, dignity, security,
PMS 1235 C

stability, heritage, and trust. Blue also communicates Rollback Red Clearance Yellow Pickup Orange Market Green
image attributes such as “friendly,” “approachable,”
“reliable,” and “trustworthy.” Darker blues convey RGB 222-28-36 RGB 255-242-0 RGB 250-100-0 RGB 95-180-70
CMYK 0-100-99-4 CMYK 0-0-100-0 CMYK 0-68-100-0 CMYK 68-0-100-0
“tradition” and “quality,” while brighter blues are HEX de1c24 HEX fff200 HEX fa6400 HEX 5fb446
PMS 3546 C Process only PMS 165 C PMS 3501 C
used to convey “innovation” and “technology.” Blue
can also signal “fresh” and combines well with other
colors (green, orange, yellow).
 Our color palette The Brand Guide
26 // 49 27 // 49

Color Hero Color Palette

Walmart Blue
Examples

We are a blue brand with

PMS 285 C
CMYK 100-45-0-0 House Palette Nice to meet hue
yellow and white RGB 0-113-206
HEX 0071ce White NHM Clearance Spark Yellow Pickup Rollback
Dark Blue Blue Green Yellow Orange Red
Blue is a key signifier for the brand. PMS 282 PMS 285 PMS 3501 PMS 165 PMS 3546
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 Spark Yellow
used in conjunction with a member PMS 1235 C When more contrast is Neighborhood Market Green Rollback Red is primarily Pickup Orange signifies Process Yellow is used to
of the Hero Palette. To avoid CMYK 0-25-100-0 needed or to create greater is only used in relationship to used to communicate omnichannel communications communicate clearance
confusion, do not use these colors RGB 255-194-32 impact, Walmart Dark Blue our Neighborhood Markets Rollback. It provides a strong in stores and online. Be sure items and highlight
can be used. Using Dark and should not be used for accent to cut through the to create a balance between savings. Do not use Spark
for other experiences. HEX ffc220
Blue instead of blackbetter any other communications. clutter. Pickup Orange and the Hero Yellow in the place
connects to the brand. Color Palette. of Clearance Yellow.
Walmart Dark Blue, Clearance Yellow
and Rollback Red are functional
colors with clear, practical rules. White
CMYK 0-0-0-0
RGB 255-255-255
HEX ffffff Dark Blue Market Green Rollback Red Pickup Orange Clearance Yellow
PMS 282 C PMS 3501 C PMS 3546 C PMS 165 C CMYK 0-0-100-0
CMYK 100-90-13-68 CMYK 68-0-100-0 CMYK 0-100-99-4 CMYK 0-68-100-0 RGB 255-242-0
RGB 4-30-66 RGB 95-180-70 RGB 222-28-36 RGB 250-100-0 HEX fff200
HEX 041e42 HEX 5fb446 HEX de1c24 HEX fa6400
05 Our typography Say hello to Bogle
Bogle is our custom font inspired by The Spark. It Regular 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
is modern, friendly and versatile Three weights— 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
Regular, Bold and Black—provide contrast, legibility
and hierarchy. Bogle Bold is used for headlines and
Figures
0 1 2 3 4 5 6 7 8 9
subheads. Bogle Regular is used for body copy, Special ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘
legal information and captions. Bogle Black is only Characters
« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
for emphasis at small scale. Typographic clarity
and hierarchy are extremely important for shopper
accessibility.
 Our typography The Brand Guide
30 // 49 31 // 49

Bogle
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 Type on color and images
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 Preferred Use Dark Blue type on Spark Yellow Use white type on Dark Blue, Pickup Create clear space and contrast
for contrast. Orange, Rollback Red, and NHM Green. for type on an image.
Bold 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
White Dark Blue Type Type
Our new custom font Black 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 Type Type
Available in a family
Walmart Blue
of weights For emphasis, use Bogle Black at smaller scales Use Dark Blue type on Clearance
Yellow for contrast.
Type Type
Dark Blue for small body copy
Leading Small body copy needs Dark Blue Type Type
Small type sizes use auto leading. Small type: 15 - 18 points contrast for readability.

Medium type sizes add 3 points Medium type: 19 - 47 points

of leading on top of the type Note: For ADA compliance, do not use green type in digital spaces.
Large type: 48+ points
size (e.g.: 30 pt size, 33 leading). Pickup Orange may be used in bold 14-point type and larger.

Large type uses leading equal to

the size of the type (e.g.: 120 pt
size, 120 leading).
Do nots
Do not place white type on Do not place white type on Do not use Spark Yellow type Do not use Walmart Blue type on
Usage Spark Yellow. Clearance Yellow. on white. Pickup Orange or Rollback Red.
Headlines are left-aligned
whenever possible. Use sentence White White Spark Yellow Walmart Blue
case and punctuation for full
sentences within body copy.
06 Our imagery
Choose the right images and you’ll be in the driver’s
seat for delivering a positive impression of our brand.
 Our imagery The Brand Guide
34 // 49 35 // 49

Iconography Large-scale icons

For function, not decoration

Icons provide a shorthand communication Large‑scale icons can accommodate
to ease the consumer experience. additional detail. This adds warmth and
personality while maintaining functionality.
Our icons follow simple geometric rules to They are available in up to three colors.
create cohesion. The small‑scale icons are
highly functional and simplified. They only
use one color.
Icon creation Color Minimum size
Print: 1.5” height
Small-scale icons Color Example Digital: 144 px height

Walmart Blue Spark Yellow White

PMS 285 C PMS 1235 C CMYK 0-0-0-0
Walmart Blue White CMYK 100-45-0-0 CMYK 0-25-100-0 RGB 255-255-255
RGB 0-113-206 RGB 255-194-32 HEX ffffff
PMS 285 C CMYK 0-0-0-0 HEX 0071ce HEX ffc220
CMYK 100-45-0-0 RGB 255-255-255
RGB 0-113-206 HEX ffffff
HEX 0071ce
Type alignment Examples
Icon creation Minimum size Maximum size
Center align type to icon when possible.
Print: 1.49” height
Digital: 72 px height

Print: 0.4” height

Digital: 25 px height
 Our imagery The Brand Guide
36 // 49 37 // 49

Illustration The Spark The Half Spark Flexibility

Structured and geometric
e.g., family, kids, everyday etc.
Extended Hero Palette
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.
Illustrate the point
Our House illustration style brings
warmth and a cheerful personality to
communications. Illustration has the ability Walmart Blue Spark Yellow White
to communicate complex subjects. PMS 285 C PMS 1235 C CMYK 0-0-0-0
CMYK 100-45-0-0 CMYK 0-25-100-0 RGB 255-255-255
Our illustration style is based on simple The Sparklet RGB 0-113-206 RGB 255-194-32 HEX ffffff
graphic shapes to allow for better cohesion HEX 0071ce HEX ffc220
with The Spark family. This is a flexible style
dependent on context. It can range from Extended palette Extended palette
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.
Organic and refined
e.g., fashion, beauty, tech etc.

Do not make illustrations Do not be a slave to the hero Do not use linework
overly complex and layered. palette (strawberries are red). (this doesn’t reflect The Spark).
 Our imagery The Brand Guide
38 // 49 39 // 49

Seasonal illustrations
Halloween
Key Style Visuals Signage

Examples
Icons
Spooky

Friendly
 Our imagery The Brand Guide
40 // 49 41 // 49

Fall
Key Style Visuals Appendix

Examples

Icons
 Our imagery The Brand Guide
42 // 49 43 // 49

Gametime
Key Style Visuals Appendix

Examples

Icons
 Our imagery
44 // 49
Photography
Lifestyle 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.
The Brand Guide
45 // 49
Funtional
Functional photography utilizes straight- Consider alternative
Lifestyle
Consider first-person angles to communicate Overhead angles help capture Use natural lighting and settings
on view of products— the same angle and angles to better describe human perspective. abundance in frame. wherever possible.
plane shot on a simple background. Use an unique product features.
overhead angle for products that don’t
stand upright.
Products are lit from the front and sides to Products are shot together with simple
highlight the product. We use simple grounding overlapping grounding shadows. Playful
shadows which can be adjusted for your needs. assortment and arrangement adds humanity.
Consider cropping to simplify compositions. Create a focal point Show products in use Consider placement Use lived-in textures
using depth wherever possible to of items to allow and props. Small spills
Do not tilt or distort Do not shoot similar Do not shoot similar Do not light product of field. add humanity and clearspace for and imperfections add
extreme angles. products at different products with from the back casting energy. messaging. authenticity.
angles. inconsistent shadows. shadow in front of
product.
Do not add reflective Do not create Do not create Do not layer images
surface. floating objects complicated with different
without shadows. assortments. angles and lighting.
 Creative principles

We save Smart choice

07 Our voice
people money,
so they can
Human kind

Through the language we use, our tone and voice

live better
lets the world experience our brand.

Delightfully simple

Smart choice Human kind Delightfully simple

Deliberate, utilitarian and practical. Relatable, approachable and As simple as possible but no simpler.
We make thoughtful decisions that supportive. We are perfectly Witty and engaging. If it doesn’t add
make sense. imperfect. take it away.
 Our voice The Brand Guide
48 // 49 49 // 49

Creative principles Personality traits Tone of voice

Say a lot with a little

and tone of voice Smart choice
Our creative principles stem from

Caring
We sound: Do not sound: Examples:
our brand promise. These are the
• Thoughtful • Vague Back to school Holiday
filters for all creative solutions. • Transparent • Cautious
• To the point • Self-righteous “Own the first day.” “Christmas.
We have one consistent human • Abrupt Bring it on.”
voice regardless of the platform,
but like any of us, our tone will flex
Authentic
to adapt to content and audience. Human kind
Our personality and creative
principles will help us define the
characteristics that will become
Straight-forward We sound:
• Relatable
• Approachable
Do not sound:
• Condescending
• Stiff
Examples:
Customer service Fight Hunger, Spark Change

synonymous with how Walmart • Supportive • Overly familiar “We do re-do’s. “Give a little love to your
speaks across all channels.
Innovative Returns welcome.” neighbors in need.”
Everything we say reflects back to

Optimistic
our mission to help our customers Delightfully simple
live better by saving money, saving We sound: Do not sound: Examples:
time and supporting them in being • Concise • Basic Holiday (food) Holiday (food)
a force for good. • Witty • Boring
• Engaging • Over-the-top “Unleash the feast.” “Frost like a boss.”
• Juvenile