Brand Identity Walmart
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Transcript of Brand Identity Walmart
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7/30/2019 Brand Identity Walmart
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WalmartBrand Guidelines
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Table o Contents
Our Brand
Who is Our Customer 1.0
Price-Value Shoppers 1.1Brand-Aspirational Shoppers 1.2
Price-Sensitive Auent Shoppers 1.3
What is Our Brand Identity 1.4
Our Company's Purpose 1.5
Our Positioning, BrandCharacter, and Commitment 1.6
Our Brand Personality Traits 1.7
Our Look and Feel
Our Look and Feel 2.0
Logo Specications 2.2
Logo with Retail TaglineSpecications 2.4
Using the Purpose Statement 2.6
Incorrect Use o thePurpose Statement 2.7
Using the Retail Taglinewithout the Logo 2.8
Using the Retail Taglinewith the Hal-Spark 2.10
Incorrect Use o theRetail Tagline 2.11
Using the Logo with
Internal Department Names 2.12Examples o Department
Type Treatments 2.13
Using the Logo with Multi-lineDepartment Names 2.14
Examples o Multi-lineDepartment Names 2.15
Examples o DepartmentType Treatment Applications 2.16
Using the Logo withRetail Service Names 2.17
Examples o Walmart RetailService Type Treatments 2.18
Examples o Walmart Service TypeTreatments in Applications 2.19
Using the Logo withCountry Names 2.20
Example o CountryType Treatments 2.21
Example o Country Type
Treatment Applications 2.22Using the Logo Country Names
& Multi-line Department Names 2.23
Discontinued Logo/Tagline Treatments 2.24
Incorrect use o the Logo 2.25
Our Primary Color Pallete
Our Core Colors 3.0
Color Ratio 3.1
Our Typeace
Myriad Pro 4.0
Typographic Style 4.1
Using Type Eectively 4.2
Applying the Full Spark Graphic
Spark in Color 5.0
The Full Spark in Action 5.1
Applying the Hal-Spark Graphic
Hal-Spark in Color/
Applying the Hal-SparkGraphic: Products 6.0
Applying the Hal-Spark Graphic:Inspiring Ideas 6.1
Applying the Hal-Spark Graphic:Inspired People 6.2
Applying Talkboxes
Talkbox Attributes 7.0
Applying Talkboxes 7.1
Examples o Talkbox Usage 7.3
Photographic CreativeDirection
Photographic Creative Direction 8.0
Liestyle 8.1
Incorrect Liestyle Imagery 8.6
Product 8.7
Incorrect Product Imagery 8.10
Copyright 2009 Wal-Mart Stores, Inc. All rights reserved. Unauthorized duplication is a violation o all applicable laws.
Food 8.11
Incorrect Food Imagery 8.14
Tone and VoiceOur Tone and Voice 9.0
Communicating in the WalmartVoice: the Role o Our BrandPersonality Traits 9.1
Trait #1: Caring 9.2
Trait #2: Real 9.3
Trait #3: Innovative 9.4
Trait #4: Straightorward 9.5
Trait #5: Positive 9.6
The 16 Ingredients or Cookingup Copy Walmart Style 9.7
Internal CommunicationResources
PowerPoint Templateswith Logo 10.0
PowerPoint TemplatesLogo and Retail Tagline 10.1
PowerPoint Templates Logoand Country Lockup 10.2
Stationery with Logo 10.3
Stationery with Logoand Retail Tagline 10.4
Stationery with Logo
and Country Lockup 10.5
E-mail Signaturewith Purpose Statement 10.6
E-mail Signaturewith Retail Tagline 10.7
For general questions about
our guidelines, please contact:
Brand Center Help
vm: (479) 277-7859
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Our BrandThe Walmart Brand Positioning
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Our Brand 1.0
Eective communications? Theyre
just not possible unless you knowwho youre talking to.
Who is Our Customer
Sam Walton once said: "There is only one boss.The customer. And he can ire everybody inthe company rom the chairman on down,simply by spending his money somewhereelse." Like every great business story, oursstarts with the customer. What they want isthe most important.
And though each person is dierent rom thenext, they all appreciate how we help themreduce the stress caused by high prices ona limited budget. They are price-sensitiveshoppers. For them, spending less on some
things, means being able to enjoy themoments that make lie special.
Our customers.Our boss.
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Our Brand 1.1
Price-Value Shoppers
Say hi to Our Price-Value ShoppersTheyll smile at you because they know
that youre working to save them
money on their everyday needs. They
appreciate that and are loyal to us
because we help them live better with
what they can save by shopping at
Walmart. Youll nd them mostly in rural
areas, enjoying the simple things in lie
while providing or their amilies with
essentials at prices they can aord.
Were as much a part o their lives as
any town gathering spot, where riends
run into riends and amilies go to nd
great values.
Walmarthelps mypaycheckgo furtherbecauseI can geteverything Ineed at the
best prices.
I want ...Everyday needsAt ...Unbeatable pricesIn a store with ...Easy, convenientshopping
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Walmart helps me save
money on the basics so I have
to spend on the brands
that are important to me.
Our Brand 1.2
Brand-Aspirational Shoppers
Say hi to Our Brand-Aspirational ShoppersLike the price-value shoppers, theyre
on a budget so they have to be smart
about how they spend their money.
But unlike the price-value shoppers,
they live mostly in urban and suburban
areas. They love brands and have their
avorites, rom the jeans they wear to
the TVs they watch. For them, brands
are so much a measure o their success
that theyll spend less on some things
to be able to enjoy the status and pride
o owning the right brands. They look
to Walmart or the brands they trust at
prices they can aord.
I want ...Brands I trustAt ...Unbeatable pricesIn a store with ...Easy, convenientshopping
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Our Brand 1.3
Price-Sensitive Aluent Shoppers
Say hi to Our Price-Sensitive Aluent ShoppersWaste money? Not these shoppers,
even though money isnt as tight
or them as it is or the price-value
or brand-aspirational shoppers. To
the price-sensitive aluent shopper,
spending more than they have to
doesnt demonstrate aluence, it
demonstrates oolhardiness. They
research purchases to make sure theyre
getting the best value possible. Like
all our customers, theyre smart. They
know they can shop anywhere, but they
shop at Walmart or quality products
at unbeatable prices. They enjoy their
aluence and plan on keeping it.
Walmart helps them do just that.
Im not into wasting money. Whywould I shop anywhere else whenI can get great brands and greatquality for less at Walmart?
I want ...Quality productsAt ...Unbeatable pricesIn a store with ...Easy, convenientshopping
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Our Brand 1.4
Brands exist in the mind
The Walmar t brand
identity is the complete
alignment o what
customers see, hear,
read, experience, and
think about Walmart
products and services.
Quality
productsCommunity
relations
Easy
shopping
Customer
service
Distribution
channels
Communications
practices
Culture
Public
relations
Financial
perormance
Saety
policies
Unbeatable
prices
What is Our Brand Identity?
The Walmar t brand identity is like a great
pair o jeans: a perect t, comortable or
our customers, associates and suppliers. It
projects a relaxed and riendly image. We
love wearing it every day. And its very,
very strong.
We convey our brand identity through
every orm o communication and
experience. Through the products
we sell, how we look, how we act,
and what we say. Everything we do
has a direct impact on how the world
perceives us. Its crucial that the
experience our customers have with
our brand be the best possible, rom
our promise to deliver on low prices,
to the quality o the products we sell,
rom the cleanliness and design o our
stores, to the smiles and helpulness
o our associates.
Brands are built over time. And over
time, well measure our brands
success by the alignment o the
communications and experiences
people have with our brand.
Knowledgeable
associates
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Our Brand 1.5
Our companys purpose is our
reason or being:
It drives all our business decisions and actions.Its the guiding philosophy we communicatewith pride, both internally and externally.
Our Company's Purpose
Saving people moneyso they can live better
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Our Brand 1.6
Our positioning
Walmarts brand positioning
expresses the benet we deliver
to the marketplace. All o our
communications and actions must
support our brand positioning.
For price-sensitive shoppers,
Walmart is the retailer that helpsthem eel smart and live betterbecause only Walmart deliversunbeatable prices on the brandsthey trust, in an easy, ast,one-stop shopping experience.
Our brand characterServant leadership has long been
the core character o Walmart.
Sam Walton built Walmarts success
on committing the companys
strength to helping lower the cost
o living or our customers.
Our commitment
Saving people money so they can
live better has made us the most
successul retailer in the world.
Continuing this success means we
all have to deliver:
Servant Leadercommitted to savingpeople money sothey can live better.
Our Positioning, Brand Character,and Commitment
Easyshopping
Clean, fast,
friendly
Qualityproducts
How we grow
Unbeatableprices
Why we exist
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Our Brand 1.7
Caring
Real
Innovative
Straightorward
Positive
Were caring not cold. We welcome amilies with our hometown warmth and
exclude no one we welcome everyone through our doors. We care about our local
communities and are compassionate toward the people in them. Were helpul and
very engaged. Our customers trust us; we work hard at never letting them down.
Were real not phony. Down-to-earth and approachable? Its the spirit o the
10-oot Rule. Friendly? You bet. Because were everyday people like our customers;
we strive to be unpretentious and authentic. Genuine. Human. Sure, we kid around
and have un, but we take customer satisaction seriously. Always.
Our Brand Personality Traits
It's our job all o us as keepers o the
brand to make sure that all o our
communications are consistent with
the ollowing brand personality traits.
At the very least, it's up to each o us
to ensure that our communications do
not conict with the traits.
Think o a riend or amily member.
Now pick ve words that best sum up
his or her personality. Those are the
personality traits youve assigned
that person. Our brand personality
traits describe how we want our
customers to perceive our company.
Were innovative not complacent. Forward-thinking but never trendy. Inventive?
Its a big part o Sams legacy: supercenters. EDLP. $4 prescriptions. RFID. We innovate
in smart ways to make our customers lives better by improving their shopping
experience. High style? No, thanks. Smart? O course.
Were straightorward not complicated. Simple. Upront with our customers,
suppliers, and ellow associates. No hidden agendas, no ulterior motives. What
they see is what they get, and what they get are products, services, and brands
they need at prices they can eel good about.
We're positive... not pessimistic. We look at problems as opportunities and see
setbacks as learning experiences. Our optimism is contagious, motivating suppliers
and building customer condence. Because we're positive, we believe in and help our
customers achieve their dreams o a better lie.
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2.0Internal Corporate Communications
Our Look and FeelA Guide to a Comprehensive Visual System
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2.0Our Look and Feel
Our Look and Feel
A comprehensive visual system
In keeping with our updated brand
approach, weve created a complete set
o design guidelines. These guidelines
are intended to ensure consistency over
just about every instance o customer
contact. How? By building a deeper
and more emotional connection to our
customer. Its subtle, yet so tangible
when executed properly.
Thats why its our dut y as keepers o
the brand (raising your right hand yet?)
to protect, support, and communicate
our brand clearly and consistently in
everything we say and do. Do this and
the strong, positive perceptions created will
drive customers to our stores.
The core design elements are the essential
visual elements o our brand the Walmart
logo, typeaces, color palettes, imagery, and
graphics and are the starting point or
any Walmart communication.
E-mail
signature
Our coreidentity
InternalcommunicationsVisuals
PowerPoint
presentation
Stationery
Our logo
Color
Typography
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2.0Internal Corporate Communications 2.0Our Core IdentityOur Look and Feel
Walmart or Wal-Mart?
Consistency. Its a powerul idea and one that cant be overstated.
Especially when it comes to our logo and the way we express our namein written copy. So please take a ew moments to review the ollowingbrie yet very important style direction:
We hear it all the time: How am I supposed to write our companysname? The answer is simple: unless you're in the legal departmentor investor relations, you write our company name just as its writtenin our logo: Walmart.
The right way: When writing, just keep it simple: Walmart
Previous identity and logo New identity and logo
Corporate or International
U.S. Retail Stores
2.1
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2.2
Logo Speciications
Never redraw or alter the logo, including the placement and size
relationship o its letter or spark symbol. Doing so weakens our identityUse authorized artwork rom walmartbrandcenter.com/look_logos.aspx
3/4"
Clear space
Always maintain clear space around the
Walmart signature to protect the
logo rom distracting graphics
or typography.For the signature, measure clear space
by the height o the r in Walmart or
vertical space, and the width o the r
or horizontal.
For the symbol, measure clear space by
hal o the height o one spoke.
Never allow typography or other
elements to invade the signature or
the symbol.
Minimum size
The Walmar t signature reproduces
well at almost any size. Going toosmall, however, can damage the
logos integrity and eectiveness.
So please never reproduce the
signature:
...smaller than 3/4" wide,
measured rom the W
to the right side edge o
the spark.
...smaller than 1/8" wide,
measured rom one edge
o the spark to the other.
1/8"
Our Look and Feel
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2.3
Logo Speciications (cont.)
Logo color
When the logo appears on a
white background, use our
primary, authorized Walmart
medium blue (PANTONE 285 C).
Alternative color backgroundsOur primary, authorized Walmart
medium blue (PANTONE 285 C) is
preerred when you need a blue
background. When using blue as a
background, reverse out the logo.
When the Walmart logo is used on
a color background that is in equal
value or brighter than PANTONE
285C, reverse the logo out to white
Our two other blues (PANTONE
287 C and PANTONE 284 C) are
acceptable i necessary, though
NOT preerred. They may be used
in restricted instances, such as in
materials or services, or example.
The color s shown here an d throughout t his manual have not been evalu ated by PANTONE, Inc . or accur acy and may not ma tch the PANTONE Color St andards.Consult current PANTONE Publications or accurate color. PANTONE is the property o Pantone, Inc.
Walmart medium blue
(or PANTONE 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207
Walmart dark blue(or PANTONE 287 C)C:100 M:68 Y:0 K:12R:0 G:56 B:150
Walmart medium blue(or PANTONE 285 C)
C:89 M:43 Y:0 K:0R:26 G:117 B:207
Walmart light blue(or PANTONE 284 C)C:55 M:19 Y:0 K:0R:108 G:171 B:231
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
Our Look and Feel
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2.0Internal Corporate Communications 2.4
Logo with Retail Tagline Speciications
Taglines are an integral par t o conveying
a brand image. To maximize its impact
and to preserve its unique status, please:
Never use it alone or linked to a product
or service. Don't change the lockup
(how its positioned with our logo).
And, maybe less obvious but just as
important: never recreate the combined
logo and tagline art; use only authorized,
original art.
The dierent rules on how our tagline
should be used appear below. Please,
never ever create taglines and, o course,
don't use any tagline other than our
authorized tagline in any advertising
or marketing materials.
For authorized, original artwork or the
approved logo and tagline lockup, go to:
walmartbrandcenter.com/look_logos.aspx
Tagline clear space
Always maintain clear space around
the Walmart signature to protect the
logo rom distracting graphics
or typography.
For the signature, measure clearspace by the height o the r in
Walmart or vertical space, and the
width o the r or horizontal.
For the symbol, measure clear space
by hal o the height o one spoke.
Never allow typography or other
elements to invade the signature or
the symbol.
Minimum Logo Size
Please never reproduce the logo/
tagline lockup smaller than 1-1/4"
wide, measured rom the W to
the right side edge o the spark
in Walmart.
Small-size lockup use
When reproducing the lockup
in cases where its needed to be1-7/8" or smaller (measured rom
W to the right side edge o the
spark in Walmart), please use the
special small size artwork weve
created. Youll nd it easier to
read and reproduce.
1-1/4"
1-7/8"
Our Look and Feel
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2.0Internal Corporate Communications 2.5
Logo with Retail Tagline Speciications(cont.)
Using the logo and tagline on
a color background
Logo with tagline color
Color use or the logo with tagline
lockup ollow the same ones as those or
the signature used without the tagline.
Reer to page 2.2.
Our Look and Feel
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2.0Internal Corporate Communications 2.6
Using the Purpose Statement
Horizontal ormat clearspace
Always maintain clear space around
the "Saving people money so they
can live better" purpose statement,
to protect it rom distracting
graphics or typography.
Measure clear space by the height o
the r in "better" or vertical space,
and its width or horizontal.
Never allow typography or other
elements to invade the signature or
the symbol.
Minimum size
Never reproduce the tagline smaller
than 1" wide, measured rom the "S" to
the right side o the "r".
Small-size lockup use
Special "small size" artwork should
be used when reproducing the
horizontal tagline in cases where
its needed to be 1-7/8" or smaller(measured rom S to the right side
edge o the "r" in "better").1-7/8"
1"
Using the tagline with hal-
spark on a color background
The preerred is in Walmart
middle blue with a Walmart yellow
purpose statement. The purpose
statement can also be used in white
on Walmart middle blue.
Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.r
r
rr
Our Look and Feel
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2.0Internal Corporate Communications 2.7
Incorrect uses o the Purpose Statement
Do not use yellow on white.
Do not use two colors to split thepurpose statement.
The tagl ine should n ot bereversed out o seasonal colors.
The tagl ine should n ot bereversed out o any other colors.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Saving people moneyso they can live better.
Our Look and Feel
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2.8
Using the Retail Tagline without the Logo
Tagline Clear Space
Always maintain clear space around
the "Save money. Live better."
tagline to protect it rom distracting
graphics or typography.
For the horizontal tagline, measure
clear space by the height o the "r" in
"better" all the way around.
For the stacked tagline, measure
clear space by the height o the r
in "better" or vertical space, and the
width o the r or horizontal.
Never allow typography or other
elements to invade the signature
or the symbol.
Minimum size
The Walmar t tagline reproduces well
at almost any size. Going too small,
however, can damage the tagline's
integrity and eectiveness. So
please: Never reproduce the tagline
smaller than 3/4" wide, measured rom
the "S" to the right side o the "r".
3/4" 3/8"
Small-size lockup useSpecial "small size" artwork should
be used when reproducing the
horizontal tagline in cases where
its needed to be 1-7/8" or smaller
(measured rom S to the right side
edge o the "r" in "better"). For the
stacked tagline, it should be used
when smaller than 11/16" (measured
rom "S" to the right edge o "y" in
"money".) Youll nd it easier to readand reproduce.
1-7/8" 11/16"
Our Look and Feel
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2.9
Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207
Using the tagline on color
background
The preerred version o our tagline
used solo is in Walmart yellow, on a
Walmart medium blue background.
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
Using the tagline in one colorWhen our solo tagline is used on a
white background and/or in a one-color application, it should only
appear in Walmart medium blue. It
can also be reversed out in white.
Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207
Using the tagline in black
and white
When use o color is not available:
Produce our tagline in black
When the background is black,
please reverse out
Using the Retail Tagline without the Logo(continued)
Our Look and Feel
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2.10
Using the Retail Tagline with the Hal-spark
Horizontal ormat clearspace
Always maintain clear space around
the "Save money. Live better." tagline
with the hal-spark, to protect it rom
distracting graphics or typography.
Measure clear space by the height o
the L in "Live" or vertical space, and
its width or horizontal.
Never allow typography or other
elements to invade the signature or
the symbol.
Minimum size
Never reproduce the tagline smaller
than 3/4" wide, measured rom the "S"
to the right side o the "r".
Small-size lockup use
Special "small size" artwork should
be used when reproducing thehorizontal tagline in cases where
its needed to be 1-7/8" or smaller
(measured rom S to the right side
edge o the "r" in "better"). For the
stacked tagline, it should be used
when smaller than 11/16" (measured
rom "S" to the right edge o "y" in
"money".) Youll nd it easier to read
and reproduce.
1-7/8" 11/16"
3/4" 3/8"
Using the tagline with hal-spark on a color background
The preerred is in Walmart middle
blue with a Walmart yellow hal-
spark. When reversed out o a
color, the tagline portion should be
reversed out in white.
Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
Our Look and Feel
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2.11
Incorrect Uses o the Retail Tagline
Do not use yellow on white.
Do not use two colors tosplit the tagline.
The tagl ine should on ly bereversed out o holiday colors.
The hal- spark should onl y appearin blue, yellow, or white knockedout o blue.
The 2-col or version shou ldalways show the tagline inwhite and the hal-spark inyellow never both.
The hal-sp ark shouldnot be used withholiday colors.
Our Look and Feel
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2.0Internal Corporate Communications 2.12
Standard stacked
Horizontal
x
1/3 x
2/3 x
Departmentx 2/3 x
1/3 X 1/2 X
Using the Logo withInternal Department NamesLocked-up type treatments let
departments identiy themselves in
ways that are consistent with the
Walmart brand. Below are acceptable
examples o how to lock up department
names to our Walmart logo, as well as
how to separate the artwork.
Need a department type treatment lockup?
E-mail the Brand Center [email protected]
Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0
R:26 G:117 B:207
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
Department
Our Look and Feel
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2.0Internal Corporate Communications 2.13
Examples o Department Type Treatments
The lockups below are examples
o existing approved artwork.To nd authorized, original artwork or your
department, please e-mail the Brand Centerat [email protected]
Marketing
Logistics
Financial Services
Human Resources
Merchandising
Our Look and Feel
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2.0Internal Corporate Communications 2.14
Examples o Multi-line Department Names
The lockups below are examples
o existing, approved artwork.To nd authorized, original artwork or your
department, please e-mail the Brand Centerat [email protected]
Global ContinuousImprovement
Supply ChainCenter of Excellence
Our Look and Feel
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2.0Internal Corporate Communications 2.15
Horizontal2-line stack
Horizontal
3-line stack
Using the Logo with Multi-lineDepartment NamesSome departments have long names
that require more than one line. Here
are guidelines about when to create a
multi-line department name.
Need a department type treatment lockup?
E-mail the Brand Center [email protected]
Department line length
Department names should not exceed
8 times the height (x) o the Walmart
logo it is being locked up to.
In instances where the names "miss the
cut," the character count should not be
more than 20, give or take.
Stacked2- and 3-line stack
12345678
x
x
1/3 X
1/3 X
1/3 X
2/3 X
2/3 X
2/3 X
Lorem Ipsum Dolor
Lorem Set Ipsum Dolor
Lorem Set IpsumDolor Sit Amet
1/2 X
1/3 X1/2 X
x
Lorem Set IpsumDolor Sit Amet
Tenet Dolor Fro
1/2 X1/3 Xx1/2 X1/3 X1/2 X
1/2 X1/3 X
Lorem Ipsum DolorSit Amet
Tetuer Adipiscing
Our Look and Feel
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2.0Internal Corporate Communications 2.16
Examples o DepartmentType Treatment Applications
Oice signs
Department
Below are acceptable examples o
how to use type treatment lockups
to identiy individual departments.
T-shirts
Department
Title
Front and back o hats
First Last Name One Team. One Dream.
DepartmentDepartment
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2.17
Using the Logo with Retail Service Names
Locked-up type treatments let services
identiy themselves in ways that are
consistent with the Walmart brand.
Below are the three types o service
type treatment lockups.
Need a service type treatment lockup?
E-mail the Brand Center [email protected]
x
1/3 x
2/3 x
x
1/3 x
2/3 x
2/3 x
x
Servicex
2/3 x
Standard stacked
Standard stacked with
a service title
Horizontal
1/3 X 1/2 X
Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
Service
Service
Title
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2.18
Examples o Walmart RetailService Type TreatmentsBe sure the relationship o the
service to the Walmart logo is
consistent, whether on labcoats,
uniorms, or patches. The lockups
below are examples o Walmart
service type treatments.
To nd authorized, original artwork or Walmart
service type treatments, go to:walmartbrandcenter.com/look_logo_service.aspx
Service typetreatments
Service typetreatments with titles
Vision Center
Tire & Lube Express
Photo
Pharmacy
Tire & Lube ExpressTechnician
Vision CenterConsultant
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2.19
Examples o Walmart ServiceType Treatments in Applications
Pharmacy
Pharmacist
Tire & Lube Express
Mechanic
Lab coat
Patch
These are acceptable examples o
how to lock up service names and
titles to the Walmart logo.
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2.0Internal Corporate Communications 2.20
Standard stacked
Horizontal
x
1/3 x
2/3 x
Countryx 2/3 x
1/3 X 1/2 X
Using the Logo with Country Names
Locked-up type treatments let countries
identiy themselves in ways that are
consistent with the Walmart brand.
Below are acceptable examples o
how to lock up country names to our
Walmart logo, as well as how to
separate the artwork.
Need a country type treatment lockup?
E-mail the Brand Center [email protected]
Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0
R:26 G:117 B:207
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
Country
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2.0Internal Corporate Communications 2.21
Examples o Country Type Treatments
The lockups below are examples
o existing approved artwork.To ind authorized, original artwork or your
country, please e-mail the Brand Centerat [email protected]
Argentina
Asia
Centroamrica
Mxico
POCC
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2.22
Examples o CountryType Treatment Applications
Oice signs
Department
Country
Below are acceptable examples o
how to use type treatment lockups
to identiy individual departments.
T-shirts
Country
Title
Front and back o hats
First Last Name One Team. One Dream.
Country Country
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CentroamricaSupply Chain
Center of Excellence
ArgentinaGlobal Continuous
Improvement
2.23
Using the Logo Country Namesand Multi-line Department Names
Need a Country type treatment lockup?
E-mail the Brand Center [email protected]
The lockups below are examples
o existing, approved artwork.
Country
Country
Department Name
Department Name
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2.24
Discontinue using the Walmart
logo/tagline treatments below
Discontinue using any other
Walmart logo/tagline treatments
not approved or shown on page 2.1
We realize its like saying goodbye to
an old riend, but were not. Weresaying Hi! to a riend whos enjoying aproessional makeover.
Discontinued Logo/Tagline Treatments
Do not use the Walmart Always Low Prices, Always logo.
Do not use the Walmart Supercenter logo.
Do not create variations or the Walmart logo.
Do not lockup the Walmart logo with International.
By discontinuing the use o non-
approved logo/tagline treatments,
we simpliy our current identity
system. What does this mean or us?
A smoother, aster, easier transition
to our new brand.
SMSave money. Live better.
Do not use the Walmart star lockup.
Do not use multiple colors in a subhead.
Do not use any retired Walmart logo artwork.
Do not use Walmart with spark logo artwork where thespark is raised above the baseline o "Walmart."
SMSave money. Live better.
International
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Internal Corporate Communications
WalmartSave money. Live better.
2.25
Incorrect use o the Logo
Do not apply any one color (even i part o the Walmartpalette) to the logo.
Do not place the logo in holding shapes.
Do not use the logo in a repeat pattern.
Do not replace or reset the typography o the logo, even inMyriad Pro.
Do not use the logo without the spark.
Do not rearrange any elements o the logo.
Do not raise the spark.
Do not assign arbitrary colors to any part o the logo.
Do not change the spark and logotype size relationship.
Do not place the logo on unauthorized color backgrounds.Do not place the logo on imagery.
Do not warp the logo.
Do not apply arbitrary colors to any part o the spark.
The logo is the primary visual representation o the brand, and
needs to be treated respectully. Changing any part o the logo willjeopardize consistency and weaken its impact. Please avoid doingthe ollowing:
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Our Primary Color Palette
Consistent use o color is oneo the easiest and mosteective ways to breakthrough marketing clutter. Torise above the noise. To be avisible needle in a haystack ocompeting communications.
Why blue?Blue is an integral part o theWalmart visual identity. Itsalso the most popular coloro the spectrum and suggestsauthority, dignity, security,stability, heritage, and trust.
Blue also communicatesimage attributes like riendly,approachable, reliable, andtrustworthy. Makes a lot osense, doesnt it? All veryWalmart.
Certain shades o bluecan suggest dierentbut complementary andappealing traits. Darkerblues? Tradition and quality.Brighter blues? Innovation ortechnology.
Blue can also signal "reshand it combines well withother colors (green, orange,yellow). Combining thesecolors communicate otherWalmart traits such as lowcost, natural, organic, andothers.
Because blue speaks toso many things Walmart,its important that weleverage it in all our brandcommunications. Think blue.
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3.0
Our primary colors
The blues to the right should dominate
every piece you create. Our medium
and light blues are brighter, riendlier
blues than what weve used in the
past and convey a welcoming and
resher Walmart.
With rare exception, use only
authorized Walmart medium blue
(PANTONE 285 C) or the logo
Please emphasize the use o Walmart
medium blue (PANTONE 285 C) and
Walmart light blue (PANTONE 284 C)
or ull elds o color in marketing
communications
Our highlight colors
Use highlight colors in combination
with our core colors to convey other
messages such as low cost, organic,
natural, or innovation. These colors
add depth, or sure, but use them
sparingly, please.
One word on color
matching: PANTONE
Color matching is crucial to the
success o any print project. While
visual dierences in printing cant be
eliminated completely, they can
be minimized. Remember:
Walmart dark blue(or PANTONE 287 C)C:100 M:68 Y:0 K:12R:0 G:56 B:150
Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207
Walmart light blue(or PANTONE 284 C)C:55 M:19 Y:0 K:0R:108 G:171 B:231
Walmart whiteC:0 M:0 Y:0 K:0R:255 G:255 B:255
Walmart orange(or PANTONE 166 CVC)C:0 M:64 Y100 K:0R:244 G:123 B:32
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
The appearance o our brand colors
will dier rom spot-color to a our-
color process
There will be slight color variances
when printing on dierent paper stocks
Always minimize visual dierences
by matching to PANTONE color swatches
Our Core Colors
Ask the printer to adjust the
our-color process ormula to the paper
(and other printing conditions)
Walmart light green(or PANTONE 368 C)C:57 M:0 Y:100 K:0R:97 G:191 B:26
Walmart dark green(or PANTONE 364 C)C:65 M:0 Y:100 K:42R:51 G:115 B:33
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3.1
Use the pie chart below to guide you in balancing core and
highlight colors in Walmartbranded materials.
Color balance
Use our core colors or a
consistent platorm that allows
other design elements
Case by case, color ratio depends
on the individual application
Use the ratio pie chart to the right
to make sure youre balancing our
colors correctly
Additional color palettes
Additional colors not shown here
have been chosen or a select
variety o in-store usage, seasonal
communications, and special
initiatives. Watch or details at
the Walmart Brand Center as we
add inormation and address new
ways to use our guidelines.
Color Ratio
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Our Typeace
When used correctly,typography can conveyimage and eeling every bitas much and sometimesmore than simple graphics.Weve selected a type amilythat gives Walmart a riendly,warm, and real voice:Myriad Pro.
Qualities o Myriad ProMyriad Pro saysapproachable and
straightorward and is easyto read. (Youre reading it now.Nice, isnt it?)
A humanistic sans-seritypeace, Myriad Prosgreat or retailing andcommunicating low prices.Compared to similartypeaces, Myriad Pro is aneasier read, conveys warmth,and aligns nicely with theWalmart brand.
bcdeghijklmopqrstuvwxyzCDEFGHIJKL
PQRSTUVWXY1234567890
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4.0
Myriad Pro
abcdeghijklmnopqrstuvwxyzABCDEFGHIJKLMN
OPQRSTUVWXYZ1234567890
Myriad Pro
Myriad Pro is our primary typeace
Myriad Pro should be used in all
communication materials
Use type size and weight to establish
a clear hierarchy o inormation
Do not substitute any other typeace
or Myriad Pro
For desktop
Use Arial or desktop applications in a
nongraphic artwork environment such
as Microsot Word and PowerPoint. Use
Myriad Pro or graphics, buttons and
banners in Web portals, microsites, and
other desktop-based environments.
To purchase our authorized onts, go to:
adobe.com/type/browser/P/P_1706.html
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4.1
Typographic Style
An easy way to add personality to all
communications is through the use o
typography. Use typeace, type size,
and type weight wisely to establish a
clear hierarchy o inormation. Youll be
amazed at the results you can get.
The char t below demonstrates a range
o weights o Myriad Pro that may be
applied to Walmartbranded materials.
Type selections should always be:
Relevant to the particular mood
or emotion desired
Supportive o selected brand
or product imagery
123abcABC123abcABC
123abcABC
123abcABC
Myriad Pro Light
Myriad Pro Light is approachable and
human. Use o this lighter weight is
also appropriate when a more ashion-
orward or eminine voice is needed.
It also works really well on large
headers in print applications and
can oten add an air o ormality to
copy in, or example, tribute ads.
Myriad Pro Regular
Myriad Pro Regular is a riendly,
unctional sans seri typeace
that works well across all media
and applications.
Its eective when used with large
amounts o text reversed out to
white or with solids and imagery.
Myriad Pro BoldMyriad Pro Bold is ideal or headlines
and subheads. It also adds oomph
when you need to place special
emphasis on a particular word.
Myriad Pro Bold also works well
when a more basic and practical
voice is needed, such as in
signage or departments like
TLE, Tire and Lube Express.
Myriad Pro Italic
Myriad Pro Italic is used much less
oten than its siblings Myriad Pro Light,
Regular, and Bold. Use Myriad Pro Italic
when reerring to book, movie, or music
titles, to add a more subtle emphasis
than would be achieved with Myriad Pro
Bold, and with great care or any other
use. Its a workable alternative
or instances where a script ontmight be desired. It also can
impart a more eminine eel
than Bold or Regular, similar to
Myriad Pro Light.
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Do always set type in a combinationo uppercase and lowercase
Do use only approved colors, orcolors that are easily read in type
Do use only the approvedWalmart typeaces
Do avoid using all uppercase;we don't want to shout
Dos and Donts o typeace usage:
Using Type Eectively
Think o the most powerul brands you
know. Now think o how identiable
their typography and branding elements
are. On a billboard? Glimpsed through
the corner o your eye on someones
desk? Seen on a sign as you walk past
a display at your local Walmart? We
see the brands even beore we read
the message.
Sticking to the approved amilies
o Myriad Pro exclusively gives us,
over time, ownership o the look and
eel the typeace contributes to our
branding eorts.
Developing creative or Walmart?
Whether youre a graphic designer or
working with one, using Myriad Pro
is the hallmark o a true brand
champion. Download the approved
Walmart core typeace at:
http://www.adobe.com/type/
browser/P/P_1706.html
Not working on a graphic (e.g., buttons
and banners)? Please use Arial or non-
graphic desktop applications.
Dont use special eects, such as dropshadow, that compromise legibility
Dont change kerning (spacebetween letters) when setting headlinesor body copy
Dont distort the typeaces (e.g., expand,condense, or modiy the letterorms)
Dont substitute other typeaces
Please adhere closely to these guidelines when using the Myriad Pro typeace.
Note: Some natural distortion o type is inevitable when used in a photo or illustration. All the same, please maintain the overall integrity o the typeace always.
Our Core Identity
HEADLINE GOES HERE
Headline goes here.
Saving people money sothey can live better
SAVING PEOPLE MONEY SOTHEY CAN LIVE BETTER
Preerred casing
Uppercase and lowercase styling inheadlines and call outs support our
brand warmth and riendliness.
Please do not use Myriad in all
uppercase. Its a orm o shouting on
both paper and screen.
Always be consistent in the
typographic style you use or aparticular Walmart service or business
unit. Its the best way to create, over
time, a distinctive and recognizable
voice or Walmart.
4.2Our Look and Feel
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Applying the FullSpark Graphic
Applying the FullSpark GraphicWant to draw attention toa really bright idea? Place aspark in ront o it. A littleoomph at the end o asmart statement? Spark.
The spark is our graphicalshorthand or Hey, heres
something pretty smart.Think about it.
It should always be shown inWalmart yellow, Pantone 1235.Be sure to size it appropriatelyor your layout and medium,and center it on the copybaseline.
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5.0
What color should the
spark be?
Our primary, authorized Walmart
yellow (PANTONE 1235 C) spark
is preerred.
Brand approval is required i you
need to use a dierent spark colorother than PANTONE 1235 C.
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
Do not crop the spark
The color s shown here an d throughout t his manual have not been evalu ated by PANTONE, Inc . or accur acy and may not ma tch the PANTONE Color St andards.Consult current PANTONE Publications or accurate color. PANTONE is the property o Pantone, Inc.
Spark in Color
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2.0Internal Corporate Communications 5.1
SmarElectronics dept
Corporate signage
The Full Spark in Action
TV screen
Store signage
Dairy
Outdoor Living
Here are just a ew o the ways you might
use the ull spark to emphasize something
smart.
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Internal Corporate Communications
Applying theHal-Spark Graphic
The hal-spark denotesbright ideas. It appears
just above a line o copy,
a product, or a personto convey inspiration. Becareul not to overusethe hal-spark graphic(its easy to do this.Weve been there.) Likeanything, overuse it andit loses its uniqueness.
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Internal Corporate Communications 6.0
How to lock up hal-spark
to product
The size o the hal-spark should
match the size o the straight
spoke taking up 1/3 the height o
the product.
The distance between the hal-
spark and the product is the
height o one spoke, measured
rom the bottom o the middle
spoke to the top o the product.
When locked up to products, the
spark should be visually centered
horizontally and always be
perpendicular, not at an angle.
Examples
Applying the Hal-Spark Graphic:
Inspired ProductsWhen applying the hal-spark graphic
to denote smart product selections,
it's important to do so correctly and
consistently. Follow the guides below.
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
What color should the
spark be?
Our primary, authorized Walmart
yellow (PANTONE 1235 C) spark
is preerred.
Brand approval is required i you
need to use a dierent spark colorother than PANTONE 1235 C.
Hal-Spark in Color
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Internal Corporate Communications 6.1
How to lock up hal-spark
to ideas
For 1-2 liners, the height o the
hal-spark should be two times
the cap height o the type.
For 3 to 5 liners, the hal-spark
should be three times the
cap height o the type.
For 5 lines and more, the hal-
spark should be 5 times the cap
height o the type.
The distance between the hal-
spark and the copy should be the
height o one spoke, measured
rom the bottom o the middle
spoke to the cap height o the type.
Examples
Applying the Hal-Spark Graphic:Inspiring Ideas
x
x
x
3x
5x
2x
Lorem ipsum dolorsit amet, consectetur
Lorem ipsum dolorsit amet, consectetur
adipiscing elit.
...help people savemoney so theycan live better.
Our customersshop smart ...
Lorem ipsum dolor sit amet,consetetur sadipscing elitr,sed diam nonumy eirmodtempor invidunt ut laboreet dolore magna aliquyam
erat, sed diam voluptua.
Lorem ipsum dolor sit amet,consetetur sadipscing elitr,sed diam nonumy eirmodtempor invidunt ut laboreet dolore magna aliquyam
erat, sed diam voluptua.
The hal-spark graphic can be used
with text to communicate smart ideas.
Dierent type sizes and number o
lines call or dierent proportional
relationships with the spark.
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Internal Corporate Communications 6.2
Applying the Hal-Spark Graphic:Inspired People
Silhouetted fgures
Liestyle imagery
The hal-spark graphic can be used to
illustrate the idea o smart customers
and inspired associates. In order to
maintain consistency in the way this
graphic is used, please ollow the
instructions on the ollowing pages.
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Internal Corporate Communications 6.3
Applying the Hal-Spark Graphic:Inspired People (continued)When locking up the hal-spark to a
person, special care has to be taken or it
to look appropriately proportioned and
positioned.
-1010
Hal-spark
To avoid looking like a person is
wearing a crown, the spark should
be angled as shown.
Center Center
X
Hal-spark proportion
To measure the appropriatesize o a hal-spark or close up
images, measure the rough
height o the person's ace. 4
middle spokes should t right
on top o each other. For a
ull gure image, 1-1/3 spokes
should t.
When positioning the hal-
spark, align the inner end o
the raised (angled) spoke to
the center line.
For close-ups, there should
be a distance o a spoke
away rom top o the head
to the bottom o the middle
spoke. For ull body images,
the distance should be 2/3
o a spoke measured to the
bottom o the middle spoke.
Hal-spark direction
The hal-spark can be placed
on either side o the center
line. Use the angle that works
best or the image being
used.
Let side
Close-ups
Right side
Full Body
2/3 x
1/3 x
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Internal Corporate Communications 6.4
Applying the Hal-Spark Graphic:Inspired People (continued)
Hal-spark on images
with measurement
Examples (continued) Hal-spark on images
Here are some images with and without
the proportion measurements, or your
reerence. Take note that the hal-spark
should just be used on one gure in any
given composition.
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Applying Talkboxes
The talkbox lets usreach out to ourcustomers, associates,and communities inan even morepersonal way.
. . . Shopping
that's quickand easy.
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7.0
Acceptable outlined
talkbox colors
Use only approved, outlinedtalkbox colors on the right side.
Do not use dierent lled colors
other than white.
Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207
Walmart dark blue(or PANTONE 287 C)C:100 M:68 Y:0 K :12R:0 G:56 B:150
Walmart light blue(or PANTONE 284 C)C:55 M:19 Y:0 K:0R:108 G:171 B:231
Walmart orange(or PANTONE 166 CVC)C:0 M:64 Y100 K:0R:244 G:123 B:32
Walmart yellow(or PANTONE 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48
Walmart light green(or PANTONE 368 C)C:57 M:0 Y:100 K:0R:97 G:191 B:26
Walmart dark green(or PANTONE 364 C)C:65 M:0 Y:100 K:42R:51 G:115 B:33
Clear space
x
x
xx
x
Talkboxes Attributes
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7.1
On the Grid
The size o the talkbox is exible
as long as it remains in the
increment o 0.5. The minimum
size o a talkbox is 0.5 x .05.
Border weightThe border weight should be 1-1.5
pt., depending on the size o the
talkbox.
Corner radiusThe corner o the talkboxes
should always have a 0.1" radius
(as shown in close up below).
This radius should be maintained
proportionately throughout
variations in the talkbox
dimensions.
x
.20x45o angle
Talkboxes size
The tai l should be 20% o the shortest
length o the talkbox. It may be ushed
let or right, but it should always
appear at a 45-degree angle.
Applying Talkboxes
smallest dimension is
0to 1:corner radius = 0.1
0 1 2 3 4 5 6 7
smallest dimension is
1to 2:corner radius = 0.2
smallest dimension is
2to 3:corner radius = 0.3
smallest dimension is
3to 4:corner radius = 0.4
smallest dimension is
4to 5:corner radius = 0.5
smallest dimension is
5to 6:corner radius = 0.6
smallest dimension is
6and larger:corner radius = 0.7
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7.2
Applying Talkboxes (Continued)
Do make sure you use the correct color
or your talkbox outline. Approved talkbox
outline colors are on page 7.0. The interior o
talkboxes should always be white
Do use talkboxes to communicate helpul
inormation (e.g., Tips copy device)
Do use talkboxes to convey special
messaging (e.g., Think About This copydevice)
Do use talkboxes when the specially
designed graphics or devices are not
available
Do use them as speech containers
attributed to an actual person
Do use them as speech containers when
Walmart is talking directly to customers.
Do use talkboxes with taste and discretion.Overusing talkboxes renders them invisible
to the eye and decreases their value as a
copy tool
Do make the content o talkboxes highly
conversational. This is crucial. Talkboxes
are people talking, whether a customer,
an associate or Walmart as a amily. Always
read the copy to your sel and do the realperson check: Would someone actually say
this?
Dos and Donts o talkbox usage:
Dont use talkboxes as headline containers.
Doing so is an exception
Dont put quotes around speech contained
in a talkbox. The talkbox is enough to indicate
that the speech contained is being said by a
given source
Dont put pictures in talkboxes. People talk
in words that paint pictures, but we donttalk in pictures. (It is, however, okay to bold or
italicize Myriad Pro as appropriate.)
Dont point the talkbox tail in the direction
o any inanimate objects. (Talking mashed
potatoes is just too creepy.) Thats what
headlines and subheads are or
Dont use any talkbox other than the
approved talkboxes pictured below. Rounded
talkboxes are not talkboxes; theyre speechbubbles and are not part o our branding
Dont overuse talkboxes. Like the hal- and
ull-spark graphics, overuse robs them o their
uniqueness as a copy tool
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7.3
Examples o Talkbox Usage
Brand booklet
Brand book
Im not into wasting money. Why would Ishop anywhere else when I can get greatbrands and great quality for less at Walmart?
What smartshoppers say...
Our customersshop smart ...
Walmart was founded on one simple idea: save
people money so they can live better. How?
Deliver on a promise of Unbeatable prices
on great products and leading brands with
quick-and-easy, one-stop shopping.
The bottom line for the average American family:
savings of $2,300 a year. Now thats smart.
Walmarthelps mypaycheckgo furtherbecause Ican geteverything Ineed at thebest prices.
Walmart helps me savemoney on the basics so I havemore to spend on the brandsthat are important to me.
shopping a storethat supports thecommunity andthe environment.
shopping
thats quick
and easy.
... getting helpfulinformationand friendlyservice whenshe needs it.
enjoying quality,fresh groceriesandorganics.
Why would Ishop anywhereelse but Walmart?
f inding greatbrands at thebest prices.
... f indinglifeseverydayneedsunderone roof.
... lookinggreat ona budget.
saving time and
money so shellhave more of eachto do with whatshe wants.
| Our customers49
Smart is ...
Smart is the way customersfeel after shopping at Walmart.Shopping smart can meandif ferent things to dif ferentcustomers, but there are someimportant common elementsto smart.
| Our customers48
TBDNew Image
Our customerspride themselveson shoppingsmart.
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2.0Internal Corporate Communications 2.0Internal Corporate Communications 2.0Internal Corporate Communications
Photographic Creative DirectionGuide to Imagery Usage
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Photographic Creative Direction 8.0
Photographic Creative Direction
Knowing and understanding our brand personality traits and how toapply them to our photographic art direction is what separates our
work rom others. By applying these ive basic traits to our creativedirection we'll succeed in deining the Walmart brand.
Caring
Real
Innovative
Straightorward
Positive
Think about what type o photography conveys caring best. It usually includes
some human element to it or shows that someone took the time to do their best.
We can elevate our work by caring or our subjects, lighting, styling, and every
aspect o our photographs. When we care enough to speak rom the brand the
customer will respond.
Were real...we strive to be unpretentious and authentic. It's not about being slick.
We understand when a photograph eels staged or contrived and so do our
customers. Are your models interacting or just acting? I you ever need to give advice
just say "keep it real".
Were innovative...not complacent. We can be aspirational but never out o the grasp
o our core customer's imagination. Forward-thinking but never trendy. Inventive? Yes.
We innovate in smart ways. High style? No, it's not our style. Fun, clever, and rereshing
...it's what makes us innovative.
Were straightorward...not complicated. Simple. Up-ront. We have an important role
in dening the brand to our customers. Our photography can reect this by not taking
itsel too seriously. I it takes a moment to understand it's not straightorward enough.
Because were positive about our customers, business, and products, correctly
selected imagery communicates the optimism o our brand. The lighting, smiles
(natural smiles, o course never orced), and a resh eel are all elements that, when
properly combined, are essential to capturing our upbeat nature.
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2.0Internal Corporate CommunicationsPhotographic Creative Direction
Liestyle People
Support the personality traits o the Walmart brand: Caring, Real,Innovative, Straighorward and Positive.
8.1
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2.0Internal Corporate CommunicationsPhotographic Creative Direction
Liestyle People (continued)
Art Direction
Place igures in real settings. People
should be engaged with one another
or i alone caught in the moment o
whatever they are doing ... not posing or
the camera. These moments should eel
real. I people are looking into the
camera they should be making an
emotional connection to the viewer.
The person should emote a sense o
caring, happiness, un, playulness
or contentment ... never too much
seriousness. They should interact with
the camera, environment, or product.
Selective ocus can be used to ocus
on the people and product letting the
background and oreground become
soter in ocus.
8.2
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2.0Internal Corporate CommunicationsPhotographic Creative Direction
Liestyle People (continued)
LightingNatural lighting is preerred. The use
o heavy ll ash should be avoided.
Lighting should be balanced withoutheavy shadows. When studio lighting
is necessary it should look natural.
8.3
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2.0Internal Corporate CommunicationsPhotographic Creative Direction
Liestyle People (continued)
StylingHair and makeup should have a natural
eel. It should complement the person's
look not detract rom it. Heavy make-up and over-styled hair does not reect
our straightorward and real traits.
Accessories should be age, gender,
and liestyle appropriate. Clothing
should look lived in but not dirty or
rumpled. Avoid looking too pressed or
perectly styled. Props should be kept to
a minimum as to not detract rom the
setting. When used they should
be pulled rom a Walmart product
assortment (including walmart.com)
i available. When pulling props rom
outside o our assortment keep it real
and within the grasp o our customer's
liestyle and aspirations.
8.4
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2.0Internal Corporate Communications
Liestyle People (continued)
LocationReal locations are preerred. They
should reect the demographics o
our core customer. Studio shots shouldlook like real settings. There can be
Photographic Creative Direction
an aspirational aspect to the setting but
never out o the realistic grasp o our
customer's imagination.
8.5
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2.0Internal Corporate Communications
Sometimes there are subtle dierences
between a correct image and an
incorrect image. All the elements o
lighting, styling, and location can be
correct but i the interaction between
people or realness is missing it can result
in an o-brand photo. The ollowing
demonstrate more subtle examples o
what to avoid.
Incorrect Liestyle Imagery
Too blurry. Keep subjec ts in ocusDo not use overly styled photos
Photographic Creative Direction
Do not use overly sexy images
Do not create dark and moody environments Overly sterile, lacking realness and warmth
Overly posed
Composition is overly complex and lacksemotional connection
8.6
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2.0Internal Corporate Communications
Product
Product is hero. All attention should be made to highlight productand have it support our brand personality.
Photographic Creative Direction 8.7
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2.0Internal Corporate Communications
Product (continued)
Art DirectionI using natural setting add a human
touch to it. It should eel real. Try making
an emotional connection to the viewer.The igures should emote a sense o
caring, happiness, un, playulness or
contentment ... never never too much
seriousness.
Selective ocus can be used to ocus
on the igure and product letting the
background and oreground become
soter in ocus.
LocationReal locations are preerred. They should
relect the demographics o our core
customer. Studio shots should look likereal settings. There can be an aspirational
aspect to the setting but never out o
the realistic grasp o our customer's
imagination.
Photographic Creative Direction 8.8
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2.0Internal Corporate Communications
Product (continued)
StylingProduct should have a straightorward
look. Avoid over-styling the setting.
We're neat and casual. Never too slick.Props should be kept to a minimum as
to not detract rom the actual product in
"liestyle" settings. Products can also be
shot without context or silhouetted use.
When used they should be pulled rom a
Walmart product assortment (including
walmart.com) i available. When pulling
props rom outside o our assortment
keep it real and within the grasp o our
customer's liestyle and aspirations.
LightingNatural lighting is preerred. The use
o heavy ll ash should be avoided.
Lighting should be balanced withoutheavy shadows. When studio lighting
is necessary it should look natural.
Photographic Creative Direction 8.9
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2.0Internal Corporate Communications
Pick the right images and youve ought
hal the battle in creating a successul
communication. Whether photography
or illustration, the right imagery will
accurately reect the Walmart brand
and deect comparisons and conusion
with our competitors.
Incorrect Product Imagery
Photographic Creative Direction
Do not place products in abstract environments Do not use overly saturated color lters Do not overly abstract or crop products
Do not create clich compositions Do not use overly propped product imagery
8.10
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2.0Internal Corporate Communications
Food
Food should be resh and inspiring. It should have that home cookedappeal and never eel out o the grasp o our customer.
Photographic Creative Direction 8.11
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2.0Internal Corporate Communications
Food (continued)
Art DirectionPlace ood items in real settings. Food
should look resh and natural. Do not
over-style items. They should lookdelicious, appetizing, and healthy.
Selective ocus can be used to ocus on
the product letting the background and
oreground become soter in ocus.
LocationReal locations are preerred. They should
reect the demographics o our core
customer. Studio shots should look likereal settings. There can be an aspirational
aspect to the setting but never out o
the realistic grasp o our customer's
imagination.
Photographic Creative Direction 8.12
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2.0Internal Corporate Communications
Food (continued)
Photographic Creative Direction
StylingProduct should look believable.
As though it was made or presented by
caring hands. Avoid making ood look likeit came rom a ast ood advertisement. It
should look straightorward and real but
can have some aspirational aspect to it.
Props should be liestyle appropriate with
our core customer. I gures are used
ollow our "liestyle" guidelines. Avoid
settings looking too perectly styled.
Props should be kept to a minimum as to
not detract rom the product. When used
they should be pulled rom a Walmart
product assortment (including walmart.
com) i available. When pulling props
rom outside o our assortment
keep it real and within the grasp o our
customer's liestyle and aspirations.
Lighting
Natural lighting is preerred. It should
emphasize the reshness o the ood and
make dishes visually enticing.
8.13
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2.0Internal Corporate Communications
The right imager y will accurately
reect the Walmart brand and deect
comparisons and conusion with our
competitors. Always avoid images that
are overly styled, perect, abstract,
or clich. The examples below
demonstrate common mistakes made
when developing ood imagery.
Incorrect Food Imagery
Over-styled, not real Composition is generic and not enticing Beautiul photo but too high endrestaurant looking.
Food not presented in a pleasant setting orconveying positive message
Not authentic. Looks too much like a menu item. Food presentation is overly ornate
Photographic Creative Direction 8.14
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2.0Internal Corporate Communications 2.0Internal Corporate Communications 2.0Internal Corporate Communications
Tone and VoiceA Guide to Writing in Walmart Style
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9.0Tone and Voice
Our Tone and Voice
Its how we speak to people. Through
our signage. Through our advertising.
Through our circular. Even through
our e-mails, presentations, and more.
Through the language we use, our tone
and voice provides the world with yet
another way o recognizing our brand.
A very powerul way.
A Guide to
Writing inWalmart StyleParents say it all the time: Dont use thattone with me! Customers say it, too, inmuch less direct ways. Usually, its by
shopping somewhere else. Learning touse the right tone and voice will helpkeep them coming back. Heres how.
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9.1Tone and Voice
Communicating in the Walmart Voice:The Role o Our Brand Personality Traits
Knowing and understanding our brandpersonality traits and how to apply themin your writing is crucial to communicatingin the Walmart voice.
To make it easy to remember them, wellcall the 5 traits by the acronym they orm:
So say hi to CRISP:
As you read through the beore-and-ater
examples, youll be able to detect threads o
all our brand personality traits. Follow these
guidelines in your writing. All 5 traits will be
there, even i represented by just one word.
CaringReal
InnovativeStraightorwardPositive
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9.2Tone and Voice
Trait #1: Caring
Think o someone you care about.
Now think how you would convey a
message to them. Youd be respectul.
Youd think about how you can help
them. Youd want them to trust you
and know that you have their best
interests at heart. Your message would
exude warmth.
Family-riendlyEngagedReliable
HelpulTrustworthyEthicalWelcomingPassionateCompassionateRespectul
How to be caring:
Write with empathyLook at your communication in terms o the other person.
Make it obvious that weve done our homeworkAlways know what youre talking about. It breeds trust and shows youcare enough to research.
Show that were there or themInclude our phone number, mailing address, or e-mail address when appropriate.
Be upbeat but never cheekyAvoid being glib, ippant, apathetic, or pretentious.
Communicate with the utmost respect alwaysEveryone deserves it.
Be riendly, not amiliarSmile at customers, but dont put your arms around them.
Oer helpul suggestionsWe all need tips on how best to use products or services.
Be passionateI it matters to our customers, associates, and suppliers, it matters to you.
Ask questionsEven i theyre not meant to be answered. It engages the reader/listener.
Keep the volume downAvoid uppercase and exclamation points!!!!
Beore:
Your company can save money at
Walmart Vision center on A2 eyewear
or the workplace. Let your employees
choose rom a wide variety o styles
when you start a saety program with
us that meets code.
This approach tells you that your
company can save versus Walmart
saving money or you. Let youremployees puts the onus on the
employer when the message should be
helping the employer with a solution.
Ater:
At Walmart, we can save your company
money with an integrated vision-saety
program. And we can do it with eyewear
that meets or exceeds your workplace
requirements. Our selection o A2 High
Impact Eyewear lets your employees
choose the styles they like, so they
dont mind wearing eye protection.
The active approach tells the customerthat Walmart can save her company
money (helpul, caring about the
customers nances) with an integrated
program (demonstrating attentiveness
to her needs). Our selection lets your
employees choose puts the choosing
in the hands o the employees and
positions it as a benet.
Examples o the caring trait: beore and ater
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9.3Tone and Voice
Trait #2: Real
Were all just ordinary people serving
people just like us. When you crat your
message, you want it to mirror your
audience. And our audience is everyday
people. Think about how people
speak. Your communications should
accurately depict our personality trait
with simple, everyday words.
Down-to-earthFriendlyGenuine
FunHometownLocalUnpretentiousSel-eacing
How to be real:
Write conversationally
The way people talk . Real people.
Be riendly in your copy
Real people like other real people. Show it in your tone.
Never be phony
Theres no place or hucksters at Walmart, so dont write like one.
Be sincere.
Use words that average people understandUsing big words just to impress is pretentious.
Be humble
Being modest and sel-eacing in addressing great achievements works best.
Were not braggarts.
Sound approachableYour words should have an undertone o Im glad to see you.
Use humor appropriately
Humor engages, so use it occasionally to get a point across,
but never at the expense o others.
Beore:Walmart supports the ollowing Idaho
Public Television program about
American participation in World War
II. We salute the soldiers who ought
and died or reedom.
Some might say the Beore version
o this TV program sponsorship spot
is straightorward and to the point.
And theyd be right. But without
the real trait woven in, its cold
and impersonal.
Ater:We're Americans. We laugh. We cry. We
love. We celebrate our dierences and
unite to deend our great country. But
reedom doesn't come without a price.
All o us here at Walmart salute the Great
Generation who kept our country sae
then and those who keep us sae today.
The audience or this spot included many
patriotic Walmart customers. By using
we coupled with emotions, the copy
provides a bond between audience and
Walmart (announcer). It reerencesWorld War II in a way that is consistent
with the real trait by reerring to the
era by its generation, making it relevant
to others by including those who keep
us sae today.
Examples o the real trait: beore and ater
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9.4Tone and Voice
Trait #3: Innovative
Youve just ound out that Walmart is
able to help people save money even
more by oering $4 prescriptions.
I youre innovative, youre excited.
You use words that paint pictures
imagine being able to... and tell
us what you think. New is a staple
o your vocabulary.
Forward-thinkingInventiveSmart
OriginalCreativeState-o-the-ArtPioneeringGroundbreakingAdvancedLeading edge
How to be innovative:
Reveal something new
New means change and change is born o innovation.
Share an idea
A suggestion on how to use a product, where to nd the latest anything.
Dont just be creative; be ultra-creativeTry a dierent approach. A new angle.
Know the latest and the greatest
Innovative communicators avoid dated thoughts and words.
Share your enthusiasm
Especially about change and the uture. Its inectious.
BrainstormBe open to all ideas, no matter the source. It'll show in what you write or say.
Beore:
Announcing the Conversion o This
Space or Sushi!
In the past, weve always worked hard
to serve our customers and bring them
new products at Every Day Low Prices.
With that in mind, well be bringing
sushi right here into our supercenter.
Only supercenters with acilities that can
accommodate this new oering and a
sushi che will oer this delicacy. This
store is one o them.
All o our sushi will come with ginger,
wasabi, soy sauce, and chopsticks. Well
also have sushi kits! Thank you or your
patience as we get set up and ready to
bring you resh sushi.
This sign's headl ine announces aconversion (lateral change) rather than
something new. Copy looks back at
historic accomplishments rather than
orward to what were doing thats new
and exciting. Apologetic about changes.
Ater:
New at Walmart: Fresh Sushi
Great News: You asked or it we listened.
Starting February 27, well be eaturing
resh sushi right here. Handmade on
site by a trained sushi che. With all the
trimmings: wasabi, pickled ginger, and
soy sauce. Even chopsticks.
Choose rom the hottest creations:
Californiaroll
Grilledeel
Freshtuna
Vegetarianrolls
and more, including a wide variety
o combos.
Feeling adventurous? Well even have
do-it-yoursel sushi kits. So stop by this
store February 27 or sushi resh everyday at unbeatable prices.
The revised headline shares something
new rather than a space conversion.
Change is positioned as great news and
tells about exciting new items that will be
eatured. Includes words like hottest,
adventurous, and creations.
Examples o the innovative trait: beore and ater
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9.5Tone and Voice
Trait #4: Straightorward
When you crat your messages to
be straightorward, youre sharing
inormation or a point o view. One o
the greatest speeches o all time the
Gettysburg address took Lincoln
only two minutes to deliver. Ten
sentences. 272 words. Good writing is
clever. Great writing is clear. The best
writing is clever AND clear.
ClearSimple
UprontTo-the-pointNo hidden agendasUncomplicatedHonestOpen
How to be straightorward:
Make clarity king
Is your message crystal clear? I not, take another shot.
Be brieSay the most with the ewest words possible.
Get to the pointBe direct; dont make people wait or what you really mean.
Say what you mean and mean what you say. Honesty and candor in communications are crucial.
Use short sentences and brie paragraphsBlocky text and run-on sentences hurt your message.
Dont be wishy-washy
Take a point o view and have it run through your message.
Beore:
Walmart was ounded on and has
always ocused on one simple idea
we save people money so they can live
better. We always give them low prices
on great products and leading brands,and help them do more with less time
by providing easy and quick one -stop
shopping. By making and delivering
on this promise every day, we save the
average American amily $2,300 a year
and thats really smart.
3 long sentences. 71 words. Following
all the many points made in this
paragraph is difcult or the average
reader. Not very riendly, a bit too
ormal, and requires a re-read to retain.
Ater:
Walmart was ounded on one simple
idea: save people money so they can live
better. How? By delivering on a promise
o unbeatable prices on great products.
On leading brands. And quick-and-easy,one-stop shopping.
The bottom line or the average American
amily: savings o $2,300 a year. Now
THATS smart.
7 sentences. 50 words. Shorter sentences,
some ragments, a question, and an
innovation-embracing point o view.
Examples o the straightorward trait: beore and ater
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Internal Corporate Communications 9.6Tone and Voice
Trait #5: Positive
When we talk about Walmart, we
want to reassure our customers that
we share their hope. Were someone
that they can always turn to, helping
them meet their everyday needs with
unbeatable prices.
ConstructiveUpbeatAfrmativeOptimistic
EncouragingGenerousReassuringCheerulSpirited
How to be straightorward:
Show your smile
Its the written expression o the 10-Foot Rule to write when in apositive rame o mind.
Speak to beneftsSpeak to benets, and you speak to positive outcomes and eects oa product, service, or program.
Avoid negative language.Embrace positive language. Just like this. nu said.
More dos than dontsDo try to tip the scales in avor o dos and i a dont can be writtenas a do, please do so.
Communicate optimism.
Always. When you see a glass thats hal ull, youll never have a glassthats hal empty.
Beore:
Dont waste money! Youll only spend
more than you need to when you shop
anywhere else but Walmart. Dont put
up with limited electronics selection,
high prices, and poor service.
This puts the ocus on our competition,
speaking in negatives: waste, limited,
poor selection.
Ater:
Save money every day on a wide variety
o all the latest electronics. Let a riendly
Walmart associate help you nd what
youre looking or today, all at unbeatable
prices.
This approach puts the ocus on the
customer and benets. It couches the
same inormation in a upbeat way,
using positive signals: save, riendly,
wide variety.
Examples o the positive trait: beore and ater
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9.7Tone and Voice
The 16 Ingredients or CookingUp Copy Walmart Style
Consider the Walmart Voice a recipe; youllneed to know all the ingredients to cook upcopy in Walmart style. Exactly when to addthe ingredients and how much to add will vary. In act, not every ingredient willbe used in every piece o copy, dependingon length and appropriateness. The variablehere is the subtle shit in tone based on howyour project ladders up to CRISP our brandpersonality traits o caring, real, innovative,straightorward, and positive.
The rst 5 ingredients are basic to goodcopywriting in general, but need to be listedhere to ensure that theyre implemented
into any piece written in Walmart style. Wecall these the 5 Basic Ingredients. Followingthese rst 5 are the 11 Key Ingredients thatset our voice apart rom the rest o the herd.
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9.8Tone and Voice
While its not always possible or
appropriate, active should be the rule,not the exception. Instead o the passive
You will be given a set o guidelines,
use the more active Well give you a set
o guidelines. Notice that by making
this active NOT imperative ( a whole
other story) it warms up the message
and includes both we and you. For
example:
Beore:
Our organics are delivered daily.Our organic produce and consumables
are grown on some o Americas best
arms. Then theyre delivered to our
stores, where theyre careully selected
and stacked. Finally, theyre taken home
and enjoyed by customers just like you.
Ater:
We get our organics resh. Every day.Love organics? So do we. Thats why we
have them delivered daily rom some o
the best arms in America. Why we select
only the juiciest pieces. And why we
handle them with such great care. Wait
until you taste them. It doesnt get much
resher than this.
The 5 Basic Ingredients
1. Use an active voice.
Whenever possible and appropriate,speak more to benets than eatures in
product copy. Benets help the customer
more than just eatures and show that
we care by carrying innovative products.
Instead o the eature-ocused This MP3
player includes a built-in voice recorder,
the right approach would say This MP3
player lets you record notes to yoursel,
an entire lecture, or your babys rst
sounds with its built-in voice recorder.
Longer? Sure.