Walmart will give its logo its first facelift in almost two decades, introducing a new identity, a subtle nod to its past.
The 61-year-old company revealed a facelift of its brand identity on Monday, including a new logo the company says was inspired by founder Sam Walton’s old trucker hat.
Walmart’s logo font is chunkier now than in past versions, though the new font was inspired by a typeface the chain used from the 1980s until the early 2000s.
Walmart is keeping the yellow “spark” frequently used with the logo; but added a darker blue to “keep the brand fresh,” the company said. The new logo will debut at its website and app this month and eventually be introduced across its 10,500 stores, which are also getting a facelift.
“This update, inspired by the legacy of our founder, Sam Walton, reflects the evolution of our capabilities and our long-standing commitment to serve our customers today and tomorrow,” William White, senior vice president and chief marketing officer of Walmart US, said in a statement.
Walmart last updated its logo in 2008, when it dropped the star that had been used between Wal and Mart and ran the words together. The new identity was linked with a time of sagging sales for the company, as it faced increased competition from other big box retailers, especially Target.
But this new look comes as business is booming at Walmart. Sales at its US stores open at least a year rose by approximately 5% in the last quarter compared to the previous year, the company said in its latest earnings report, while its profits grew by 8%.
Walmart has attracted more affluent customers by spending heavily on its grocery business and using its enormous scale to push prices down in the face of a historic wave of inflation. It has also refined its selection of apparel, electronics, home décor and other products. It has also strengthened its online operations relative to Amazon, with sales up 22% in the US last quarter.
