Walmart’s 2025 brand refresh offers a clear case of how a legacy brand can modernize without losing its core identity. Developed by Jones Knowles Ritchie (JKR) in collaboration with Walmart and the Walmart Creative Studio, the update reflects the company’s shift from a discount retailer to a $648 billion omnichannel leader. The new identity began rolling out in early 2025 across stores, digital platforms, and Walmart’s new Home Office campus in Bentonville, Arkansas.
Design System Overview
The refresh is not a rebrand. It’s a strategic evolution. Walmart retains core brand equity – affordable pricing, trust, and accessibility – while updating its visual and verbal identity for a digital-first audience.
Key design changes include:
- A refined “spark” symbol that reflects the energy of Walmart’s growing customer base.
- A wordmark inspired by the font on founder Sam Walton’s trucker hat, linking past and present.
- A modernized palette expanding True Blue with complementary blues and Spark Yellow.
- A custom typeface, Everyday Sans, adapted from Antique Olive.
Tone of voice plays a key role. It’s “down-to-earth,” focusing on simple, optimistic messaging tied to everyday needs. These visual and verbal elements work together to communicate Walmart’s transformation while remaining familiar to its audience.
Scope and Implementation
The identity system is built for flexibility. It spans 10,500 stores and digital platforms like Walmart.com and the Walmart app. One store in Arkansas debuted the new look in January 2025, with more locations set to follow.
This omnichannel approach ensures consistency without compromising scalability. For entrepreneurs and designers, it shows how a flexible system can support growth across both digital and physical spaces.
Takeaways for Designers
For beginners: The updated typeface shows how legacy fonts can be modernized while retaining brand character. Try using similar approaches in portfolio work to demonstrate adaptability.
For professionals: The brand system offers a model for flexible, omnichannel design. Clients expanding digitally need visual systems that work across apps, packaging, signage, and social platforms.
For agencies: JKR’s partnership with Walmart’s in-house team is a case in collaborative efficiency. Integrating internal insights with external expertise leads to results that honor brand heritage while pushing forward.
Takeaways for Entrepreneurs
For startups: Build for scale. Walmart’s design system grows with its business. A startup brand doesn’t need to start big, but it should be scalable.
For experienced founders: Refresh with intention. Walmart kept its spark and blue base, making subtle shifts that retain recognition. This shows that strong brands evolve without starting over.
Why This Refresh Works
Walmart’s 2025 brand refresh balances legacy and innovation. It honors the company’s 1962 roots while supporting a modern omnichannel strategy. The identity is practical, consistent, and adaptable.
This analysis offers crucial insights for designers looking to modernize brands and entrepreneurs aiming for sustainable growth. Walmart’s case proves that evolution, not reinvention, is often the key to long-term relevance.
