Walmart’s trademarks are invaluable assets that represent customer trust and goodwill in the brand.
Walmart has the exclusive right to use— and authorize the use of— these names, logos, and other signifiers that distinguish its goods, services, and business activities.
These guidelines clarify proper usage of Walmart’s trademarks. Walmart reserves the right to take any action (including changing these guidelines)
to protect its intellectual property if doing so becomes necessary. Some of Walmart’s trademarks, including Walmart’s logos, may only be used with Walmart’s prior written permission.
DO NOT
Display Walmart’s trademarks in any context that falsely suggests a relationship between:
(a) Walmart and another entity;
(b) Another entity and Walmart’s goods, services, or commercial activities; or
(c) Walmart and the goods, services, commercial activities, views, or opinions of another entity.
DO NOT
Use Walmart’s trademarks in a way that implies an affiliation, connection, association, sponsorship, approval, certification, or endorsement, where there is no such relationship.
DO NOT
Use Walmart’s trademarks except in a manner that is less prominent than your own trade name or trademarks.
DO NOT
Use any Walmart trademarks in modified forms, including uses that:
(a) Translate or transliterate words in the trademarks;
(b) Substitute images for words or other descriptions;
(c) Combine the trademarks with your name or your marks;
(d) Add any words, symbols, numbers, spaces, punctuation, devices, designs, images, or other matter to any trademarks;
(e) Abbreviate or delete any words, symbols, numbers, spaces, punctuation, devices, designs, images, or other matter from any trademarks;
(f) Make singular words plural or plural words singular;
(g) Insert the trademarks into a tagline or slogan; or
(h) Misspell words within the trademarks.
DO NOT
Use Walmart’s trademarks within or as a component of:
(a) A domain name, subdomain, top-level domain name, or URL (including without limitation vanity URLs on third party services);
(b) An email address;
(c) A telephone number (e.g. using the numerical string 925-6278 to represent WALMART with reference to standard United States telephone letter mapping);
(d) An app name or software title;
(e) A trade name, business name, fictitious or assumed name, or company name;
(f) An account name, handle, or profile name on any service;
(g) The name of any product, service, or other commercial activity;
(h) The name of any fan group, user group, technology community, or any other organization; or
(i) The title of any book, film, magazine, website, interactive media, or other expressive content.
DO NOT
Display Walmart’s trademarks except in a positive manner and do not use the
trademarks to depict or refer to Walmart or any third party, their products, their services, or their commercial activities in a negative way.
DO NOT
Associate Walmart’s trademarks with—or use them in proximity to—any content or activities that are vulgar, obscene, profane, indecent, sexually explicit, immoral, scandalous, defamatory, disparaging, unlawful or that tend to shock, insult, or offend the broader community or any identifiable class or group of people.
DO NOT
Use any trademarks or other designations that are confusingly similar to any trademarks that Walmart owns.
Wordmarks
Some Walmart trademarks consist of only words and do not feature any particular stylization, such as a specific font, typeface, or color (collectively “Word Marks” and each a “Word Mark”).
Walmart’s Word Marks may be used with Walmart’s prior written consent and in compliance with these Guidelines to the extent that such use is not likely confusing and is needed to truthfully convey information about products, services, or commercial activities, which might include:
(a) Indicating the location of an independent business or event within or nearby a Walmart location (e.g. “located next to the Walmart Vision Center” or “taking place in theWalmart store parking lot on Main Street”);
(b) Indicating that a product, service, or solution is interoperable or compatible with a product, service, or solution offered by Walmart;
(c) Accurately and directly referring to Walmart, its businesses, and their products, services, or commercial activities; or
(d) In the titles of news publications and other factual content about Walmart, its businesses, and their products, services, or commercial activities, provided that the Walmart Word Mark is not the leading word or most prominent element of that title.
DO NOT
Use Walmart’s Word Marks in the context of other text, such as within advertising copy, unless they are shown in a manner that differentiates them from that text by showing the Word Marks in:
(a) Title Case (i.e. capitalizing the first letter in each word);
(b) ALL CAPITAL CASE;
(c) Bold Font;
(d) Underlined Font;
(e) Italic Font; or
(f) Some other visually distinct style.
Only use Walmart Word Marks in text as adjectives accompanied by an appropriate generic noun that refers to the relevant product or service, except when it is appropriate to use a Word Mark as a noun to refer to a relevant Walmart entity or business. For example, the WALMART trademark may be used to refer accurately to Walmart Inc. in statements like “Walmart is one of the world’s largest merchandise and grocery retailers.”
DO NOT
Use any Walmart trademark as a verb, adverb, or in a manner that suggests they have a common, descriptive, or generic meaning.
Logos & Designs
Some Walmart trademarks feature stylization (including a particular font, typeface, or color) or include a device, design, or other image (all collectively “Logos” and each a “Logo”). Walmart may own both trademark rights and copyright rights in its Logos. These Logos may only be used subject to the following guidelines.
DO NOT
Use Walmart’s Logos without Walmart’s prior written consent.
DO NOT
Use the Logos on a background color into which they blend, in whole or in part.
DO NOT
Use the Logos within enclosing text or in the middle of a phrase or sentence.
DO NOT
Modify, distort, rotate, animate, or alter Walmart’s Logos in any manner and only use the Logos in the form, orientation, and colors supplied by Walmart. You may change the overall size of the Logos, but all elements of the Logos must change in size proportionately.
DO NOT
Incorporate Walmart’s Logos into any texture, repeating pattern, or motif.
DO NOT
Use Walmart’s Logos, including without limitation its Spark Design, as a letter or as punctuation in any word or phrase.
DO NOT
Display Walmart’s Logos in a manner that overlaps the Logo with any shapes, images, photographs, or other trademarks.
Trademark & Copyright Notices and Legends
Always use a notice of trademark (the “TM” symbol), notice of service mark (the “SM” symbol), or the notice of registration (the encircled “R” symbol), as each may be appropriate, with the first or most prominent instance of a Walmart trademark, when it is used in media intended for a United States audience, distributed through a United States website or publication, or displayed at a United States event.
DO NOT
Use a notice of registration (the encircled “R” symbol) with a trademark that is not registered with the United States Patent and Trademark Office or one that is not registered in connection with the goods and services relevant to the use in question.
DO NOT
Use a notice of service mark (the “SM” symbol) with a trademark where the use in question does not relate to services.
DO NOT
Use any trademark notices with Walmart trademarks intended for an audience outside of the United States, distributed through a website or publication originating outside of the United States, or displayed at an event outside of the United States unless so instructed by Walmart or its affiliates.
Always include a footnote stating that any Walmart trademarks you use, listed in alphabetical order, are “trademarks of Walmart Inc. and its affiliates” or include that information in another notice appropriate for the relevant media.
Always include a footnote stating that any Walmart Logos are “© 2xxx Walmart Apollo, LLC” (where the “2xxx” year is as may be indicated by Walmart) or include that information in another notice appropriate for the relevant media. For the Spark Design, all notices shall read “Walmart Spark Design © 2008 Walmart Apollo, LLC.”
Vendor Advertising
Walmart considers requests to use certain Logos as “vendor tags,” which relate to the availability of products or services from Walmart, in third party advertisements through its Vendor Tagged Advertising process. The details of this process are explained in the “Vendor advertising” section of this guide.
DO NOT
Use any Walmart Logos in advertisements without prior written approval.
Search Placement & Content Targeting
Walmart considers requests to use its trademarks in connection with the Google AdWords advertising service, or in connection with any other search placement, content targeting, or other advertising placement services, through its Vendor Tagged Advertising process. The details of this process are explained in the “Vendor advertising” section of this guide.
DO NOT
Use any Walmart trademarks in any search placement, content targeting, or other advertising placement services without prior written approval.
Requesting Permission to Use
Walmart considers requests to make limited use of some trademarks, including stylized lockups of its Logos and the Spark Design, from entities with which it has existing relationships, such as vendors, suppliers, service providers, charities, community organizations, and industry associations.
Requests to use Walmart trademarks in a manner that is not addressed by this form should be directed to an appropriate Walmart business contact.
