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Brand colors
We have five colors in our brand palette.
Color hierarchy, context of message, and media channel need to be considered when producing a piece of communication for the Associate Brand.
The simplest way to design a piece of communication for our brand is to start from the primary color palette.
Typography
Bogle is our custom font inspired by The Spark. It is modern, friendly, and versatile.
Bold and Regular weights are used throughout the Associate Brand.
Left-align headlines and copy wherever possible and always use correct punctuation and sentence case across the board.
HEADLINES
- Font: Bogle
- Alignment: Left
- Leading: Same pts as font size
- Tracking: -30 pts
- Setence caps
BODY COPY
- Font: Bogle Regular
- Alignment: Left
- Leading: Auto
- Tracking: Auto
- Color: Black or White
BODY COPY
- Font: Bogle Regular
- Alignment: Left
- Leading: Auto
- Tracking: Auto
- Color: Black or White
Try out the Bogle font by clicking on the pencil
Delete Note
Spark use
The full Walmart logo represents our brand. We're produc to call ourseelves Walmart, and the full logo should be used when materias are outside of the Walmart context.
For example, the Associate Spark and other Associate Brand assets may be used for recruitment at a career fair. However, we should still prominently display the full Walmart logo.
Our spark is our icon of inspiration and ingenuity. It is the visual representation of our brand.
The Spark either provides an emotional connection or plays a practical role—it should not be used as decoration.
A single, large iconic Spark is preferred over multiple sparks. It is never passive; its energy infuses the brand experience with warmth and wit.
Note: Previous iterations of the Walmart brand included a half spark and individual sparklets. These have been removed from the brand asset library.
The half spark can only be used in specific instances and with express written approval. The individual sparklets should no longer be used.
Our Associate Spark symbolizes the vibrancy of people, culture, careers, and choices that our associates have available to them across the Walmart family of brands.
These multiple colors represent the entire family of Walmart associates across the world. It’s our ownable, special Spark. When associates see it, they should feel a sense of pride knowing that Walmart helps them live better.
The Associate Spark should never be used in a lockup next to “Walmart”; use the full Walmart logo with yellow Spark instead.
The This is That Place logo symbolizes the launch of our Associate Brand. It represents the celebration of our people, our programs, and our culture. It features the Bogle font and the familiar half-spark.
The This is That Place campaign logo should be used sparingly. Save it for special moments in the associate journey (e.g. special recognition or Associates Week).
Brand voice
What's the difference between voice and tone, anyway?
A good way to remember it is that voice is the personality of a brand; it stays relatively consistent over time and has a few distinguishing characteristics. Tone, on the other hand, changes based on what's appropriate for the situation and uses empathy to guide the way.
We describe the associate brand voice as human, helpful, vibrant, and inclusive. All of your people and culture messages should strive for this vibe—and then depending on your audience and the subject matter, there will be nuances in your tone.
[Pro Tip: Read your message aloud! This really helps to keep your voice, tone, and overall rhythm in check.]
Think of your favorite mentor who always has your back, gives you honest guidance, and wants to see you succeed. They’re professional yet relatable, helpful yet not micro-manage-y, and transparent but always constructive. This is the personality your messages should capture when creating internal People comms.
Get to know our personality & voice
Think of your favorite mentor who always has your back, gives you honest guidance, and wants to see you succeed. They’re professional yet relatable, helpful yet not micro-manage-y, and transparent but always constructive. This is the personality your messages should capture when creating internal People comms.
Let’s break it down a bit more. Here’s how we define our associate brand voice:
Human
We strive to make authentic, meaningful connections with and among associates. Our language sounds like it comes from real people, not a robot or corporate boardroom. It considers what our audience is feeling, what matters to them in that moment, where they’re coming from, and where they’re going. Whenever possible, it’s personalized to where they are in their journey.
Human doesn’t mean sounding exactly like you speak. (Everyone speaks differently, so this could be interpreted a million ways!) It’s important to strike a balance of professionalism and credibility with warmth and humility.
KEEP PUSHING:
- Jargon-y
- Robotic
- Indifferent
- Plain
“Elect benefits, fill out form, and submit.”
JUST RIGHT:
- Real
- Empathetic
- Personal
- Dynamic
- Relatable
“[First name], choose the benefits that benefit you most.”
TOO FAR:
- Colloquial
- Overly casual
- Chummy
- Unprofessional
“Yo, talk about some sweet perks!
Vibrant
One of the reasons we created the associate brand is to inspire associates to do their best. Therefore, our messages should bring energy and color to the everyday. Wherever we can, showcase what’s positive, fun, and unique about the experience without trivializing or overselling.
KEEP PUSHING:
- Transactional
- Passive
- Uninspiring
“One goal is being tracked this quarter.”
JUST RIGHT:
- Engaging
- Enthusiastic
- Clever
- Fresh
- Confident
“Goal get ‘em, [First name]! You’re on track to meet your Q3 goal.”
TOO FAR:
- Silly
- Unrealistic
- Provocative
- Distracting
“Yowza! Keep this up and you’ll be CEO by the time we hit Q3!
Helpful
Think of all the messages we receive on a daily basis. Why will your audience care about yours, and how will they know where it falls in their list of priorities? There’s a fine line between being helpful and overcomplicating things. Present all the necessary info but not more than needed—and if we don’t know something, it’s okay to say that. Our messages should convey the benefit to associates (aka, the “What’s in it for me?”), illustrate their future potential, and, where possible, show where they’re making progress.
KEEP PUSHING:
- Vague
- Juvenile
- Imprecise
“These are available to some associates.”
JUST RIGHT:
- Smart
- Contextual
- Simple
- Reassuring
- Guiding
- Straightforward
“[First name], preview your personalized suite of benefits.”
TOO FAR:
- Overcomplicated
- Hand-holding
- Patronizing
“[First name] [Last name], did you know you are eligible for a plethora of benefits depending on your role and location?
Inclusive
We strive to make every associate feel like they belong. The language we use helps to reinforce a sense of “we’re all in this together,” and our stories provide enough context that no one will wonder whether they’re the intended audience. Avoid pop-culture references that may not be universal, and if you’re sprinkling in a dose of humor, make sure to steer clear of inside jokes that may not be understood by all. Also steer away from language that sounds like “us” vs. “them.”
KEEP PUSHING:
- Assuming
- Self-important
- Guarded
- Rigid
- Hierarchical
“These meetings are very important because we share key info that can help you succeed in your career. Please tell HR how you feel your experience went, and we’ll see if there’s anything we can improve next time.”
JUST RIGHT:
- Approachable
- Transparent
- Optimistic
- Considerate
“Help make All Hands better! Take two minutes and share what you’d like to see next time.”
TOO FAR:
- Stereotyped
- Generic
- Saccharine
- Insincere
“You’re a hard-working associate and we care about your experience. That’s why we want your super valuable feedback on this meeting.”
Tackle empathy & tone
As we mentioned earlier, you can think of voice as the personality of a brand; it stays relatively consistent over time and has a few distinguishing characteristics. Tone, on the other hand, changes based on what's appropriate for the situation and uses empathy to guide the way.
Consider where your audience is in their journey and what pain points they might be feeling. Try to strike a tone that relieves their negative feelings or enhances their positive ones.
Remember, your tone might vary from message to message or touchpoint to touchpoint. And that’s ok! Generally though, your tone should fall within the ranges below. If your tone is falling more toward either extreme (e.g. a very serious announcement, or a local team ugly sweater party), this may not be the right moment to use the associate brand.
Weave in brand messaging where it makes sense
Explore the tabs below to see whether any of our associate brand messaging makes sense for your communication. Weave it in where feels natural—no need to force it.
Key messages:
- Every associate at Walmart can access easy ways to live better
- Be and feel your best
- Well-being at Walmart is about making positive changes across your whole life: from family, money and community, to physical and mental health
- This is that place where it’s easier to live better
- At Walmart, you can reach for more, knowing if you fall short, you have the means and resources to come back stronger
- Find harmony between your work-life and your life-life
Key words:
- Live better
- Access
- Easy
- Family
Key messages:
- In the words of Doug, “This is that place where we care for one another, where you can make a difference, and help people live better.”
- This is that place where we come together as a force for good—for each other and our communities.
- We have the scale needed to make a true difference in every community we serve
- The work we do helps our customers, associates, and communities live better
Key words:
- Community
- Force for good
- Impact
- Serve
Key messages:
- This is that place where we celebrate uniqueness—in ideas and each other.
- Bring your whole self to work every day
- Our diversity makes us stronger
- This is that place where you belong
- By welcoming and valuing diverse perspectives, we open our future to new possibilities
- Our workforce reflects the people and communities we serve
- Every action we take can make a difference
- Discover and share unique perspectives
- When everyone’s included, everyone can thrive
- We have the courage to approach conversations with curiosity
- Every one of our stories matters
- Every associate can seek out the stories of others and feel safe to share their own
Key words:
- Whole self
- Belong
- Diverse perspectives
- Celebrate
- Unique
Key messages:
- People-led, tech-empowered
- This is that place where we're creating the future of retail
- We're providing our associates with tools and technology that reflect their lives as customers
- We're making working at Walmart “iPhone-easy”
- Explore at scale
- Where a line of code can change the way the world shops
- Trust as a competitive advantage
- We’re using technology to help us do the best work of our lives and help us reach our potential
- The ultimate innovator’s playground
- This is that place where we’re innovating on behalf of an entire industry
- Shaping the future of shopping
Key words:
- Define
- Create
- Set a new standard
- Future of retail
- Explore
- Adventure
- Scale
Key messages:
- This is that place where you can discover and take charge of a better future
- This is that place where you can reach your full potential
- This is that place where your career is like a choose-your-own-adventure story
- We’re committed to supporting and developing our workforce–further strengthening our “people-led, tech-empowered” enterprise
- Unlimited roles and opportunities for growth
- You’re empowered to chart your own career
- Endless learning, unlimited career paths
- As technology enables efficiencies in some areas, we’re creating new opportunities and identifying roles that will require the values, judgment, leadership, and problem-solving skills only humans can provide
Key words:
- Discover
- Take charge
- Unlock
- Potential
- Explore
- Empower
- Adventure
- Lead
- Skills of the future
- Limitless
Don’t forget about grammar
While grammar may not be the most fun part about crafting communications, it can make or break the success of your message. (Think of the difference between “Never stop learning, stretching, and climbing.” and “Never stop learning stretching and climbing.”) But don’t sweat it. Our brand follows pretty straightforward rules that won’t take long to master.
Casing
Use sentence casing for:
- Headlines
- Subheads
- Calls to action (CTAs)
Punctuation
- Use the serial comma (the comma before the “&” in a list” red, white, & blue).
- Headlines and CTAs do not get end punctuation. Occasionally, a headline may end in a question mark or exclamation point.
- Subheads get end punctuation.
Numbers
- In headlines, use numerals, even at the beginning of a sentence.
- In subheads & running text, spell out numbers under 10. Use numerals for 10 & above.
Dashes & hyphens
- Do not include spaces before or after any dash or hyphen.
- Em dash (—): use to indicate spans or ranges in numbers, dates, or time.
- Hyphen (-): Hyphenate compound adjectives before a noun (but not after a verb).
- “This applies to full-time employee” vs. “This applies if you work full time.”
- Hyphenate terms that end with “ready” (game-ready, holiday-ready).
Media
- Titles of media (books, movies, TV series, games, blogs, etc.) do not get any special treatment like italics, quotes, or bold.
Double check this handy list
Almost done! Give this list a look and you’re on your way to acing the voice, tone, & messaging of our associate brand.
Logo creation
This design ensures consistency across our organization. These examples serve as a guide for brand hierarchy and simple, direct naming.
When creating a logo that will be seen outside the Walmart Ecosystem, always pair it with the wordmark + Spark.
When creating a logo for internal communications, pair it with the Spark.
