Our color palette provides distinctiveness and differentiation within the retail category through the consistent use of Walmart’s most iconic and recognizable colors: True Blue and Spark Yellow.
Color
Primary Palette
Our color palette provides distinctiveness and differentiation through prominent use of Walmart's most iconic and recognizable colors: True Blue, Spark Yellow, and White.
True Blue
White
Spark Yellow
Our accent blues bring warmth and depth to our system. Bentonville Blue is used for typography, while Everyday Blue and Sky Blue help establish visual hierarchy in presentations, graphs, infographics, and charts.
Color Pairings
When combining elements in a layout, we utilize the combinations shown here for consistency and legibility
Note
True Blue type is reserved for high-impact, lowcontent applications such as video end cards, supers, or signage. We do not use True Blue for applications with small, dense, or detailed copy
Solid Background
Over solid backgrounds, we prefer our iconic and recognizable colorways. These should be used for most communications.
Photography
Over photography, we default to using White type and White logos. In the case of photos with lighter backgrounds, our True Blue wordmark and yellow Spark may provide better contrast—please use your best judgment to ensure legibility.
Waterfall
In some instances, we apply a special graphic color treatment that organizes our secondary palette of blues (plus White) into gradating steps. This treatment can be applied to help establish visual hierarchy when organizing information into charts, tables, or graphs.
Web Accessibility
The Web Content Accessibility Guidelines (WCAG) are technical standards that help make the internet accessible to everyone, including people with disabilities. In the case of color, they dictate the amount of visual contrast required between a piece of text and its background to maintain clear legibility for users with visual impairments.
When selecting colors for web, we aim to comply with WCAG 2.0 standards for both large and normal text sizes. Large text is defined as 14pt (18.66px) when set in a bold weight, or 18pt (24px) when set in a lighter weight. Any text beneath these sizes is considered normal text.
We always aim to achieve a AAA rating, which is the highest possible compliance level (noted in green). True Blue text is not AAA compliant at small sizes and should be avoided where possible.
Fully compliant
Partially compliant
Color Don'ts
Do not use the wordmark in unapproved colors.
Do not use the wordmark at partial opacity.
Do not use low-contrast colors for the wordmark.
Do not use text colors that inhibit legilbity.
Do not use text colors that cause visual discomfort.
Do not combine too many type colors in layout.
Do not recolor individual sparklets.
Do not use the Spark in unapproved colorways.
Do not use a yellow Spark on low-contrast colors.