What can we help you create today?
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
Spark use
The full Walmart logo represents our brand. We're proud to call ourselves Walmart, and the full logo should be used when materials 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.
This is that place where every Walmart associate has easy access to living better.
How we talk about it: our aspirational narrative grounded in associate sentiment
We’re investing in resources to help our people make positive changes across their whole lives: from family, money and community, to physical and mental health. And we’re pushing the limits of technology to get these resources in the hands of more people. Since our first store opened, nothing has been more important to Walmart than our associates. Every day, we see them fight the odds, rise against adversity, and work to improve their communities.
Being part of the Walmart family means our associates are supported every step of the way. It’s our mission, responsibility, and our promise. Because we want every person who works with us, every family they support, and every community they touch to live better.
Key words:
- Live better
- Access
- Easy
- Family
- Quality
Key messages:
- We strive to make this a place where every associate at Walmart can access easy ways to live better
- Belong and be well
- Well-being at Walmart is about making positive changes across your whole life: from family, money and community, to physical and mental health
- 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
Supporting Programs:
- Total Rewards
- ZP
- Even
- Grand Rounds
- Doctors on Demand
- Adoption benefits
- Resources for Life
- Centers of Excellence
- Walton Life Fitness Pass
- Live Better U
- Walmart Wellness: Free in-store events including free health screenings
- Quit tobacco programs
- ASPP
- 401k benefits
- ACNT
- Cancer care benefits
- Paid maternity & paternity leave
- More
Proof points & accolades
- Walmart is leading in associate health benefits with its Centers of Excellence program
- Walmart offers health benefits starting at around $26 per pay period for all full- and part-time associates who have worked an average of 30 hours per week over the past 12 months. This is about 40% less than the national average cost for single person coverage. [ESG Report 2019]
- Through our Wellness events, which take place four times per year, Walmart has provided ~3.3 million free health screenings to people across the U.S. [ESG Report 2019]
This is that place where we come together as a force for good—for each other and our communities.
How we talk about it: our aspirational narrative grounded in associate sentiment
- “This is that place where we care for one another, where you can make a difference, and help people live better.” – Doug McMillon
- 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.
- “Twenty-seven years ago, President George H.W. Bush traveled to Bentonville to present Sam with the Presidential Medal of Freedom. It was a pinnacle moment for Walmart, and our founder shared a few powerful and timeless thoughts. He provided a forward-looking purpose for our company that drives us today: “If we can, why, we’ll lower the cost of living for everyone — not just in America, but we’ll give the world an opportunity to see what it’s like to save and have a better lifestyle and a better life for all.” Sam said “and.” Our purpose is to help give people all over the world the opportunity to save “… AND have a better lifestyle AND a better life for all.” Some have described Sam as a merchant with a servant’s heart. During his life, he gave back to the communities where we had stores and, as the scale of the company has grown, our desire to strengthen communities and make a difference in the world continues on. – Doug McMillon
Key words:
- Community
- Force for good
- Impact
- Merchant mindset
Supporting Programs:
- Walmart Foundation
- Responsible Sourcing Academy
- Standards for Suppliers
- Project Gigaton
- ACNT
- Disaster Relief Program
Proof points & accolades
- Consumers voted Walmart the World’s Most Ethical Company
- Walmart and Walmart Foundation gave more than $38 million in FY2018 to support disaster preparedness and relief. [ESG Report 2019]
- Walmart’s on Track to Reduce 1 Billion Metric Tons of Emission from Global Supply Chains by 2030 [ESG Report 2019]
- More than 4,300 supplier representatives have registered in the Responsible Sourcing Academy. [ESG Report 2019]
- Recognizing the need for whole-system transformation, Walmart has committed to use our ability to bring together stakeholders including industries, civil society, governments and international organizations to address the major potential risks to the dignity of workers in a minimum of 10 retail supply chains by 2025. [ESG Report 2019]
- As a member of the Leadership Group for Responsible Recruitment, Walmart works to create demand for ethically recruited workers in Thailand and Malaysia and advocate for better government regulation of recruitment agencies. [ESG Report 2019]
- Since 2015 we have participated in Seafood Task Force, an international, multi-stakeholder initiative to address forced labor and illegal fishing in the Thai seafood supply chain. [ESG Report 2019]
- According to data from our suppliers, approximately two-thirds of what we spend to buy products for Walmart U.S. goes toward items that are made, sourced or grown in the U.S. [ESG Report 2019]
- In India where smallholder farmers represent the backbone of the country’s economy, the Walmart Foundation, working beyond Walmart’s supply chain, made a commitment in 2018 to invest $25 million over the next five years to improve farmer livelihoods. [ESG Report 2019]
- Walmart was one of the founders of the Global Food Safety Initiative. [ESG Report 2019]
- Walmart was the first U.S. retailer to announce a time-bound chemical footprint reduction goal. [ESG Report 2019]
- We met the goal we set in FY2014 to provide 4 billion meals to people in need by 2020, largely through the donation of unsold food. [ESG Report 2019]
- Globally, Walmart donated a total of 720 million pounds of food in FY2019. [ESG Report 2019]
This is that place where every associate welcomes others’ stories and feels safe to share their own.
How we talk about it: our aspirational narrative grounded in associate sentiment
Real people. Real lives. Real stories.
At Walmart, our associates come from all around the world, with backgrounds as diverse as the customers we serve. So what does inclusion feel like at a company that’s two million strong?
It’s the courage to approach conversations with curiosity, the confidence in knowing your voice will be heard; It’s the joy of championing someone else’s’ idea, and the pride we take in each other’s dreams.
It’s finding the people who support you and the place where you belong.
When we get it right, our customers feel it.
We get to know their stories—ask about their kids, share photos, keep an eye out for their favorite items. We welcome them into our family—and that bond is the reason they keep coming back.
That’s why we strive to make this a place where every associate welcomes others’ stories and feels safe to share their own. When we belong, we’re able to do our best. And we can help the world live better, together.
Key words:
- Belong
- Curiosity
- Courage
- Sharing our stories
- Diverse perspectives
- Respect
- Celebrate
- Unique
Key messages:
- We strive to make this a place where every associate welcomes others’ stories and feels safe to share their own.
- Our associates come from all around the world, with backgrounds as diverse as the customers we serve
- 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
- Belong and be well
- By welcoming and valuing diverse perspectives, we open our future to new possibilities
- Our workforce reflects the people and communities we serve
- “We shouldn’t miss those moments when we can make a difference for someone else.” – Doug McMillon
- “We aim to develop inclusive leaders and an inclusive culture, while also growing the pipeline of women and people of color at every level.” – CD&I Report
Supporting Programs:
- Returnships
- MARC workshop
- Mi Futuro
- ARGs
- Lean In Circles
- PRIDE
Proof points & accolades
- Walmart ranks #34 on DiversityInc’s Top 50 Companies for Diversity (2019)
- Walmart is recognized in the Bloomberg Gender Equality Index for its commitment to advancing women in the workplace
- Walmart scored 100 in the 2019 Disability Equality Index
- Walmart earned a perfect score on the 2020 Human Rights Campaign Corporate Equality Index
- There are currently six ARGs within Walmart U.S. eCommerce with more than 1,500 members in 14 chapters located across the country. [2019 CD&I Report]
- Walmart Foundation announced in April 2018 nearly $4 million in grants to 12 organizations working to support diversity and inclusion by expanding access to opportunities in diverse communities. [2019 CD&I Report]
This is that place where we’re creating the future of retail
How we talk about it: our aspirational narrative grounded in associate sentiment
We’re not just a retailer, and we’re not just technologists.
We’re partners in scale, experts in efficiency, the engine that ensures we save our customers every penny—every second—possible. The stage is set to reinvent the retail game again:
To be there when, where, and how our customers need us;
To keep pharmacies running and food stocked when disaster hits;
To make systems more efficient and data safe, helping fellow associates do the best work of their lives;
And to do it all with the humanity that’s set us apart from the beginning.
That is how we’ll know we’re winning.
At Walmart, we believe trust is earned, and that it’s a privilege to be able to serve the world at the scale that we do.
When a single solution can boost an industry— and a new feature can give millions of people a few minutes back in their day— the impact you can make is unparalleled. The next great challenge is in front of us. Solve it here, solve it for the world.
Be the spark that starts a revolution, and let’s build better lives together.
Key words:
- Define
- Create
- Future of retail
- Scale
Key messages:
- Innovate with heart
- People-led, tech-empowered
- This is that place where we're creating the future of retail
- This is that place where you can do the best work of your life and help customers live better
- 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
- 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
Supporting Programs:
- ID8
- Walmart Labs
- Store No.8
- SP4RK
- REAL @Walmart
- IRL
- More
Proof points & accolades
- Fast Company’s Most Innovative Companies
- Best-in-class supply chain
This is that place where we can discover and take charge of a better future.
How we talk about it: our aspirational narrative grounded in associate sentiment
What would you do if you knew your future had no limits? If where you came from and what you’ve done (or haven’t) had no bearing on where you go next? How would it feel to know that wherever you’re going, you have everything you need to grow and succeed just as you are now?
We’ve seen the power in giving everyone equal access to endless opportunities. We’ve seen how it creates better futures for everyone who works for Walmart—futures that our people take pride in, every day.
We know that taking ownership of your future rides the line between fear and exhilaration—and we’ve seen how that line ends with our associates doing amazing work for our customers.
At Walmart, we believe every associate’s future matters. And it’s our commitment to help every one of them discover and take on things they never thought they’d have the ability to do.
Key words:
- Discover
- Take charge
- Unlock
- Potential
- Explore
- Limitless
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
- We are a “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
Supporting Programs:
- Live Better U
- Pathways
- Walmart Academy
- Ascent
- Apex
- Pinnacle
- Returnships
- Walmart Foundation
- Learning Consortium & HBX
- Summit
- Summit
- Shift-swapping
- GED completion assistance
- Pathgather
- Udemy
- Learning Curve
- Upstream
- Military Spouse Career Connection
Proof points & accolades
- Nearly three out of four associates would refer friends or family to Walmart for employment. [ESG Report 2019]
- We have more than 35,000 people working in our U.S. stores in roles that didn’t exist two years ago. [ESG Report 2019]
- 12,000 Walmart associates are pursuing degrees for $1/day with Live Better U
- More than 75% of our Walmart U.S. store operations management team members started as hourly employees, and Walmart store managers earn an average of $175,000/year in the U.S. [ESG Report 2019]
- In FY2019 alone, we trained about 450,000 associates through Walmart Academy. [ESG Report 2019]
- Through the end of FY2019, Walmart and the Walmart Foundation had invested more than $100 million in organizations working to accelerate retail and related sector employee advancement. [ESG Report 2019]
- Our $2.7 billion investment across two years in our people – in education and training, wages and scheduling – will ensure even more of our associates have clear pathways to grow and advance. [2019 CD&I Report]
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.
