brand identity walmart

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

[email protected]


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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.



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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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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Using the Purpose Statement

Horizontal ormat clearspace


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.



the symbol.

Minimum size

Never reproduce the tagline smaller

than 1" wide, measured rom the "S" to

the right side o the "r".


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


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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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.








Our Look and Feel


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2.8

Using the Retail Tagline without the Logo

Tagline Clear Space


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.


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


Using the tagline on color

background

The preerred version o our tagline

used solo is in Walmart yellow, on a

Walmart medium blue background.


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.


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


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.



the symbol.

Minimum size

Never reproduce the tagline smaller

than 3/4" wide, measured rom the "S"

to the right side o the "r".


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.



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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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


Department

Our Look and Feel


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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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Examples o Multi-line Department Names


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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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?


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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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

Our Look and Feel


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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?


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



Service

Service

Title

Our Look and Feel


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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

Our Look and Feel


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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.

Our Look and Feel


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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.


how to lock up country names to our

Walmart logo, as well as how to

separate the artwork.

Need a country type treatment lockup?


Walmart medium blue(or PANTONE 285 C)C:89 M:43 Y:0 K:0

R:26 G:117 B:207


Country

Our Look and Feel


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Examples o Country Type Treatments


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

Our Look and Feel


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2.22

Examples o CountryType Treatment Applications

Oice signs

Department

Country


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

Our Look and Feel


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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?



o existing, approved artwork.

Country

Country

Department Name

Department Name

Our Look and Feel


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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

Our Look and Feel


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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 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


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.


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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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.


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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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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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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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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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 dark blue(or PANTONE 287 C)C:100 M:68 Y:0 K :12R:0 G:56 B:150


Walmart orange(or PANTONE 166 CVC)C:0 M:64 Y100 K:0R:244 G:123 B:32


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












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

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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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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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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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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LocationReal locations are preerred. They

should reect the demographics o

our core customer. Studio shots shouldlook like real settings. There can be


an aspirational aspect to the setting but

never out o the realistic grasp o our

customer's imagination.

8.5


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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


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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Product

Product is hero. All attention should be made to highlight productand have it support our brand personality.



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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.



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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.



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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


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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Food

Food should be resh and inspiring. It should have that home cookedappeal and never eel out o the grasp o our customer.



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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.



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Food (continued)


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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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



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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.

brand identity walmart

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