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Walmart Brand Guidelines Summary

Core Content

Walmart's brand guidelines are designed to ensure consistent and effective visual and verbal communication across all brand touchpoints. The document outlines key brand identity elements, visual specifications, typography, color palettes, and the correct usage of logos and taglines. It also emphasizes the importance of aligning all brand-related materials with the company's purpose, tone, and personality traits to maintain a strong and recognizable brand presence.

Main Customers

• Price-Value Shoppers: Focus on affordability and value, often found in rural areas. They appreciate Walmart for helping them stretch their budgets.
• Brand-Aspirational Shoppers: Live in urban and suburban areas, value brand recognition and quality. They look to Walmart for trusted brands at unbeatable prices.
• Price-Sensitive Affluent Shoppers: Have more financial flexibility but still seek value. They prefer quality products at the best prices.

Brand Identity

• Purpose: "Saving people money so they can live better."
• Positioning: Walmart is positioned as the go-to retailer for smart, value-driven shopping.
• Brand Character: Based on servant leadership, the brand is seen as caring, real, innovative, straightforward, and positive.
• Brand Personality Traits:
  • Caring: Friendly, helpful, and inclusive.
  • Real: Authentic and approachable.
  • Innovative: Forward-thinking and continuously improving.
  • Straightforward: Simple and honest in communication.
  • Positive: Optimistic and focused on customer success.

Visual Guidelines

Logo Specifications

• Never redraw or alter the logo, including the spark symbol.
• Clear space around the logo should be maintained, measured by the height and width of the "r" in "Walmart" or the height of one spoke for the symbol.
• Minimum size: 3/4" wide for the signature, 1/8" wide for the symbol.
• Preferred color: Walmart medium blue (PANTONE® 285 C) on white or color backgrounds. If the background is brighter or equal in value, the logo should be reversed out to white.

Retail Tagline

• Tagline: "Save money. Live better."
• Clear space: Measured by the "r" in "better" for horizontal taglines, and the "L" in "Live" for the tagline with the half-spark.
• Minimum size: 3/4" wide for the horizontal tagline, 11/16" for the stacked version.
• Correct usage: Always used with the logo, and not reversed out of seasonal or holiday colors. The tagline should never be split into two colors.

Half-Spark Graphic

• Preferred color: Walmart middle blue with a yellow half-spark.
• Clear space: Measured by the "L" in "Live" for vertical space and its width for horizontal.
• Minimum size: 3/4" wide for the horizontal version, 11/16" for stacked.
• Incorrect use: Avoid using the half-spark with holiday colors or splitting the tagline into two colors.

Typography

• Primary Typeface: Myriad Pro.
• Typographic Style: Clean, simple, and straightforward.
• Use of Type: Ensure clarity and consistency in all type applications, avoiding any elements that "invade" the brand signature.

Color Palette

• Primary Colors:
  • Walmart Medium Blue (PANTONE® 285 C): C:89 M:43 Y:0 K:0, R:26 G:117 B:207.
  • Walmart Yellow (PANTONE® 1235 C): C:0 M:29 Y:91 K:0, R:253 G:187 B:48.
  • Walmart Dark Blue (PANTONE® 287 C): C:100 M:68 Y:0 K:12, R:0 G:56 B:150.
  • Walmart Light Blue (PANTONE® 284 C): C:55 M:19 Y:0 K:0, R:108 G:171 B:231.

Talkboxes

• Attributes: Highlight key messages and brand personality traits.
• Usage: Examples include product promotions, customer testimonials, and inspirational content.
• Design: Ensure talkboxes are clearly formatted and do not interfere with the brand's visual identity.

Photographic Creative Direction

• Lifestyle Imagery: Should reflect the everyday lives of Walmart customers, emphasizing simplicity, family, and community.
• Product Imagery: Should showcase products in a clean, uncluttered manner, focusing on quality and affordability.
• Incorrect Imagery: Avoid overly staged or unrealistic scenes that do not align with the brand's values.

Tone and Voice

• Walmart Voice: Should reflect the brand's personality traits and be used to communicate effectively with customers.
• Key Elements:
  • Caring: Emphasize community and support.
  • Real: Be authentic and relatable.
  • Innovative: Highlight improvements and new ideas.
  • Straightforward: Keep messages clear and simple.
  • Positive: Focus on optimism and customer success.

Internal Communication Resources

• PowerPoint Templates: Available with logo, tagline, and country lockups.
• Stationery: Includes logo and tagline variations for different contexts.
• E-mail Signatures: Must include the purpose statement or the retail tagline.
• Contact: For brand-related questions, contact the Brand Center at BRANDCEN86@wal-mart.com or (479) 277-7859.

Key Information

• Consistency: Is crucial for maintaining brand recognition and trust.
• Brand Protection: Avoid altering the logo or using incorrect color combinations.
• Customer-Centric Approach: All brand communications should reflect the needs and values of Walmart's diverse customer base.
• Visual Elements: Include the logo, tagline, color palette, and typography to ensure a cohesive brand image.
• Correct Usage: Always use approved artwork and follow specific guidelines for sizes and color combinations to preserve brand integrity.