The Spark is our primary logo.
It's an iconic symbol synonymous with Walmart that represents our brand clearly and succinctly across all communications.
The Spark
Spark Overview
The Spark is our most iconic symbol and the quickest shorthand for the Walmart brand, radiating energy and optimism wherever it appears.
The Spark may appear as a standalone representation of Walmart, or together with our wordmark in the same composition. When they appear together, they behave as individual marks placed in opposing corners—never locked up as a singular logo. See section Layout page ‘Applying Logos’ for placement guidance.
Evolution
The original Spark was introduced to the world in 2008. Our new Spark has been refreshed and redrawn to appear bold at all scales, featuring organic curves that feel approachable and less rigid.
Construction
Our Spark is constructed according to strict geometric principles, using a base of circular forms to achieve a balanced, harmonious structure. It is carefully drawn around a central aperture with precise 60-degree segments.
To maintain its equity and integrity, our Spark must appear consistently across applications. It should never be altered, redrawn, or recreated without explicit approval from:
David Hartman
Vice President, Creative david.hartman@walmart.com
Brandon Boston
Senior Director, Brand Design, Walmart creative Studio brandon.boston@walmart.com
Clearspace
The clearspace of our Spark is equal to height of a single vertical “Sparklet”. This establishes a defined boundary to ensure it’s free from any surrounding elements, text, or graphics.
This space maintains the Spark’s visual integrity and impact by preventing any interference or crowding from other design elements..
Primary Color Usage
Whenever possible, our Spark appears in Spark Yellow against a True Blue or White background. These are our most iconic and recognizable colorways.
In small-scale digital applications, our yellow Spark may also be used on a Bentonville Blue background to improve contrast and optimize legibility.
Secondary Color Usage
If our yellow Spark does not provide enough visual contrast against a given background, the Spark may appear in White. This is primarily used in applications where the Spark is presented at small sizes in a supporting role to larger imagery or messaging. We do not use the Spark in any colors beyond Spark Yellow or White.
Minimum Sizing
Our redrawn Spark is bold enough to maintain visual integrity across all sizes and formats, from large physical signage to digital favicons.
To ensure legibility, we do not use our Spark at sizes smaller than 16 pixels high in digital applications or 0.25 inches high in print. Note that our digital minimum is slightly smaller than our print minimum, as it accommodates the use of our Spark as a favicon.
Print Minimum Size - 0.25 inch
Digital Minimum Size - 16 px
Note
Sparks here are not shown to scale. Refer to pixel and inch measurements for proper sizing.
App Icon
Walmart’s app icon features our yellow Spark on a True Blue background. Our standard clearspace around the Spark is equal to the width of one Spark segment.
Holding Shapes
When creating physical representations of our Spark, such as pins, patches, stickers, or other merchandise that require our logo to be die-cut or molded from a substrate, we may utilize one of the holding shapes shown here.
These graphics are for limited use and should only be employed in the instances outlined above. Follow the construction guidance to the right for a consistent and correct appearance.
Note
Do not use any other holding shapes for the Spark, aside from when it’s depicted in our app icon.
Form-Fitting Border
Border width is equal to narrow end of each Sparklet.
Circle
Clear space is equal to the width of one Sparklet.
Spark Don'ts
Do not use the Spark in unapproved colors.
Do not use a partially transparent Spark.
Do not use individual Sparklets for any purpose.
Do not separate or remove pieces of the Spark.
Do not crop off the edges of the Spark.
Do not use multiple colors on the Spark.
Do not create a pattern out of the Spark.
Do not apply our Waterfall to the Spark.
Do not tilt or rotate or skew the Spark.