JKR Says Small Tweaks Equals Big Impact
Walmart has unveiled its first brand refresh in decades which the company says reflects an “evolution as a people-led, tech-powered omnichannel retailer. The refresh has been executed by Jones Knowles Ritchie (JKR), known for its work on Burger King, Chobani and dozens of other major visual identity projects, while Landor has worked on in-store design.
Among the key features as described by Walmart:
- The wordmark is inspired by Sam Walton’s classic trucker hat and brought to life with a modern, custom font that differentiates Walmart from the crowd.
- The spark exudes the energy of Walmart and remains a beacon that guides customers through all facets of the Walmart experience.
- The color palette — True Blue and Spark Yellow — leans on the retailer’s most recognizable tones and its heritage of blue, while ushering in new updates to keep the brand fresh.
- The tone is relatable, approachable and representative of the millions of customers that shop with Walmart, whether conveyed through its brand voice, illustrations or photography.
JKR officials state that “the refreshed brand identity supports everything Walmart offers — from affordable prices to digital and health services. It emphasizes the role Walmart plays to an ever-evolving customer and their changing wants and needs, while honoring Walmart’s heritage and spirit of innovation. From the famous Spark symbol, now updated to be as dynamic as the people Walmart serves, to a wordmark drawn from Sam Walton’s iconic trucker hat, it all supports a distinctive, digital-first experience, that’s authentically Walmart.”
The new look immediately became the subject of social media scorn — some would say ‘hate’ — focusing, in essence, on the suggestion that the retailer’s new look is similar to its old one and that the changes are imperceptible to all but the cogniscenti. A good example from Barstool Sports: “Walmart Has Changed Its Logo for the First Time Since 2008 and Went a Daring New Direction (It’s the Exact Same Logo) buff.ly/40zVVIA The pushback: brand refreshes often involve tweaks, like these, that add up to a fresh look and feel.