Everyday Sans
Typography
Everyday Sans is our proprietary type family designed as an extension of our Walmart wordmark.
It includes a wide range of weights and styles, carefully calibrated for specific use cases to maximize the function and flexibility of our system.
Everyday Sans
Everyday Sans is a custom type family crafted exclusively for Walmart. Utilitarian yet beautiful, it’s designed to carefully balance expression with function and is used in all brand communications.
Its letterforms are sleek and modern while retaining some unique quirks and characteristics inspired by the same historic reference as our wordmark.
Save money. Live better.
1 Vertical terminals
2 Teardrop counter shapes
3 Strong diagonal legs
4 Elongated circular forms
Weights
Everyday Sans includes five standard weights ranging from Light to Black to help us flex our voice across a range of communications.
Note:
Black is reserved for special use cases including pins, patches, swag, and limited campaigns. It is not to be used for routine marketing or internal materials.
Light Regular Medium Bold Black
Style Features
The fonts within our type family are siblings, not twins. They share the same DNA, but are carefully calibrated for their individual use cases through the special features outlined here.
Note
Everyday Sans UI is an exact visual match for Everyday Sans, with the addition of variable functionality for use on our website or app.
Typesetting
Typesetting is the process of selecting and arranging our fonts with consistent sizing, spacing, and alignment principles.
This section outlines our standard typographic hierarchy and demonstrates use cases for each member of our font family.
Heirarchy
Extra Large Headline
Extra large headlines do not appear in all standard documents. They are larger than regular headlines, appearing in places like presentation covers, divider slides, or environmental graphics. Extra large headlines are set in Everyday Sans Headline Light. If you do not have access to this font, use Everyday Sans Light.
Headline
Everyday Sans Medium is used for all standard headlines, set in title case for routine documents or sentence case for comms.
Subhead
Everyday Sans Medium is used for all standard subheads, set in title case for routine documents or sentence case for comms.
Body copy
Use Everyday Sans Regular for body text, captions, and other detailed info.
Scale
Size, scale, and placement all factor into how our type is understood. To ensure clear hierarchy, we always follow the 50/50 rule: each level of type may be no bigger than 50% of its larger neighbor. For example, a subhead may be no larger than 50% of the headline, and body copy may be no larger than 50% of the subhead.
Extra large headlines are a special use case and require an even greater size difference. For type to be considered “Extra Large”, it must be at least 5x the height of an application’s body copy.
This is our rule of thumb for minimum scale differentiation—we always encourage greater contrast in type sizes, where possible.
Tracking
Everyday Sans has been carefully calibrated for function and legibility. Please do not adjust the spacing on headlines, subheads, or body copy. In these instances, tracking should always remain set to 0.
On extra large headlines, tracking may be reduced up to -15 to avoid type feeling loose or gappy. Please use your best judgment to maintain legibility.
Standard Color
When applying color to type, keep it simple and functional. Our standard approach is to utilize Bentonville Blue or White across all levels of hierarchy. Limit yourself to a single type color per layout.
Always choose your type color to maximize contrast and legibility. For example, do not use Bentonville Blue text over a True Blue background. Here are some of our approved type and background combinations:
Graphic Color
True Blue is used for headlines only in the case of high-impact, low-content applications where color and type are our main means of generating brand recognition. This includes instances like TVC end cards, video supers, large-scale signage, or environmental graphics.
We do not use True Blue type in applications with small, dense, or detailed copy.
Padding
As our type sizes shift between applications, the vertical padding between levels of type should scale proportionately. The minimum space following any headline should be 75% of the headline’s cap height. The minimum space following a subhead or body paragraph is equal to 100% of the subhead or body copy’s cap height.
Note
This is a good rule of thumb for most applications. In layouts with limited space, padding between type may be condensed.
Leading
Use this formula to determine leading values based on type size. Leading ratios (L) are predetermined for each level of type hierarchy according to the table here. For example, if your subhead size is 100pts, your leading is 100 x 1.2, or 120pts.
1. Type Size: Expressed in pts
2. Leading Ratio: Expressed as a decimal
3. Leading Value: Expressed in pts
*Note
Some extra large headlines may require tighter leading. Always begin with a 1.0 ratio and reduce incrementally, if desired.
Capitalization
Headlines and subheads in external comms are set using sentence case capitalization. This helps keep our content colloquial, casual, and consistent. Punctuation may be included on a case-by-case basis, where necessary for proper tone and grammar.
Please note that this differs from our rule for routine internal documents (like Powerpoint presentations or Word documents) which utilize title case capitalization for presentation titles, page headers, or section names.
Use sentence case capitalization when speaking externally to customers.
Use title case capitalization for routine internal documents.
Do not use all-caps headlines for any document type or audience.
Line Lengths
For optimal legibility, lines of text must not be too long or too short. Headlines should have between 4 and 15 characters per line, and paragraphs should have between 40 and 70 characters per line.
If the line length of a body paragraph becomes too long, divide the text into multiple columns. Remember, spaces and punctuation count as characters.
Too Short
4-15 Characters Per Line
Too Long
Too Short
40-70 Characters Per Line
Too Long
Campaign Headlines
In some special cases, headline weight may be modified to suit the tone of a campaign or season. For example, bold type is playful and friendly, which may be appropriate for back-to-school. This may only be done in limited instances with explicit approval from:
David Hartman
Vice President, Creative
Fiona Mitchell
Senior Director, Creative
Brandon Boston
Senior Director, Brand Design, Walmart Creative Studio
Typesetting Cheatsheet
Here’s an overview of our standard typesetting rules for typeface, weight, leading, tracking, and scale. Tiers of messaging that utilize our specialty fonts are noted with an asterisk. If you are not a member of a team with access to these fonts, use Everyday Sans instead.
Note
Extra large headlines are our largest and most expressive level of typography and require some specialized formatting, as follows:
Leading may be manually tightened if lines of copy feel too loose. Begin with a ratio of 1.0 and tighten gradually, if needed.
Tracking should be tightened to -15 to avoid large gaps between letters.
Type Don'ts
Do not set headlines in Everyday Sans Mono.
Do not set subheads in unapproved weights.
Do not set levels of type too close together.
Do not track out our typography.
Do not use all-caps for headlines or subheads.
Do not set our levels of type too close in size.
Do not use low-contrast color combinations.
Do not use combinations that cause visual vibration.
Do not use too many type colors in layout.
Value & Pricing
Value and pricing information are central to Walmart’s messaging.
This section outlines our standard method for typesetting prices for maximum consistency and clarity.
Price Callouts
Price callouts are used in layout to highlight specific products or to promote bundled/ bucketed pricing. Prices may be displayed in one of two ways: as a standalone superscript lockup or basic inline text.
Superscript callouts are used when pricing is the focus of an application and should be set at large sizes in Everyday Sans Light.
Inline callouts are used to include price details within a subhead or section of body copy, or when setting prices at small sizes.
Remember—prices without cents to not need to include “00”. For example, $80.00 should be set as $80.
Note
Superscript numbers and symbols should always be set using the automated “superscript” function. These numerals have been optimized for small usage to maintain consistent weight alongside our large numerals.
Do not attempt to create your own superscript characters by manually reducing the size of our regular type.
Standard Price Lockups
Price lockups are designed to work as scalable units using the structures shown here.
Signifiers such as “lb”, “each”, or “& below” may be added to the right of the price, aligned to the price's cap height. The signifier's size and formatting matches the product name.
1. Product
Everyday Sans Regular - 1.2 Leading
2. Price
Everyday Sans Light
3. Signifier
Everyday Sans Regular
Vertical
Signifier optional
Horizontal
Signifier optional
Extended Price Lockups
Extended price lockups may be used when an additional line of copy is needed for clarification, such as “starting at” or “online only”. The extension's size and formatting matches the product name with the option to increase its weight for added emphasis.
1. Product
Everyday Sans Regular - 1.2 Leading
2. Price
Everyday Sans Light
3. Extension
Everyday Sans Medium - 1.2 Leading
Vertical
Horizontal
Descriptive Price Lockups
These lockups are designed for products that require extra descriptors like “cage-free”, “organic”, or a specific brand name. This information should be half the size of the product name.
1. Product
Everyday Sans Regular - 1.2 Leading
2. Price
Everyday Sans Light
3. Extension
Everyday Sans Medium - 1.2 Leading
Vertical
Horizontal
Inline Pricing
When pricing is used in headlines, subheads, or body copy, we do not use superscripts.
Inline prices should be formatted like the copy they live in, using decimals to indicate cents. If desired, the weight may be increased by one level for added emphasis. Do not increase pricing by more than one weight.
Lockup Supers
Price lockups may be used as film supers in value-led communications where we intend for cost to be the primary selling point of a product.
Supers are sized based on our grid system. The width of the price should be scaled to 1/8 of the layout's width, utilizing an 8-column structure.
Lockup placement can vary and does not need to live within a single section of the grid. In most cases, we set our prices in white. Bentonville blue may be used as a secondary option where necessary for legibility.
Inline Lockup Supers
Inline pricing may be used as film supers in product-led communications where we intend for the brand name to be the primary selling point of a product.
Supers are sized based on our grid system. The width of the price should be scaled to 1/10 of the layout's width, utilizing a 10-column structure.
Lockup placement can vary and does not need to live within a single section of the grid. In most cases, we set our prices in white. Bentonville blue may be used as a secondary option where necessary for legibility.
Label Design
Pricing labels are designed to contain key price information while creating brand attribution through color. These examples represent the range of information included in pricing labels.
Labels are used in White type on True Blue or True Blue type on White.
Pricing labels can consist of one or two elements:
1. Price only
2. Promotional copy with price
Pricing labels can be used in:
1. Digital banners
2. Social posts
3. Print and OOH
4. In-store signage
5. Walmart.com
