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WalmartBrand GuidelinesWalmartBrand GuidelinesTable of ContentsOur BrandWho is Our Customer 1.0Price-Value Shoppers 1.1Brand-Aspirational Shoppers 1.2Price-Sensitive Affluent Shoppers 1.3What is Our Brand Identity 1.4Our Company's Purpose 1.5Our Positioning, Brand Character, and Commitment 1.6Our Brand Personality Traits 1.7Our Look and Feel Our Look and Feel 2.0Logo Specifications 2.2Logo with Retail Tagline Specifications 2.4Using the Purpose Statement 2.6Incorrect Use of the Purpose Statement 2.7Using the Retail Tagline without the Logo 2.8Using the Retail Tagline with the Half-Spark 2.10Incorrect Use of the Retail Tagline 2.11Using the Logo with Internal Department Names 2.12Examples of Department Type Treatments 2.13Using the Logo with Multi-line Department Names 2.14Examples of Multi-line Department Names 2.15Examples of Department Type Treatment Applications 2.16Using the Logo with Retail Service Names 2.17Examples of Walmart Retail Service Type Treatments 2.18Examples of Walmart Service Type Treatments in Applications 2.19Using the Logo with Country Names 2.20Example of Country Type Treatments 2.21Example of Country Type Treatment Applications 2.22Using the Logo Country Names & Multi-line Department Names 2.23Discontinued Logo/ Tagline Treatments 2.24 Incorrect use of the Logo 2.25Our Primary Color PalleteOur Core Colors 3.0Color Ratio 3.1Our TypefaceMyriad Pro 4.0Typographic Style 4.1Using Type Effectively 4.2Applying the Full Spark GraphicSpark in Color 5.0The Full Spark in Action 5.1Applying the Half-Spark GraphicHalf-Spark in Color/Applying the Half-Spark Graphic: Products 6.0Applying the Half-Spark Graphic: Inspiring Ideas 6.1Applying the Half-Spark Graphic: Inspired People 6.2Applying TalkboxesTalkbox Attributes 7.0Applying Talkboxes 7.1Examples of Talkbox Usage 7.3Photographic CreativeDirectionPhotographic Creative Direction 8.0Lifestyle 8.1Incorrect Lifestyle Imagery 8.6Product 8.7Incorrect Product Imagery 8.10Copyright 2009 Wal-Mart Stores, Inc. All rights reserved. Unauthorized duplication is a violation of all applicable laws.Food 8.11Incorrect Food Imagery 8.14Tone and VoiceOur Tone and Voice 9.0Communicating in the Walmart Voice: the Role of Our Brand Personality Traits 9.1Trait #1: Caring 9.2Trait #2: Real 9.3Trait #3: Innovative 9.4Trait #4: Straightforward 9.5Trait #5: Positive 9.6The 16 Ingredients for Cooking up Copy Walmart Style 9.7Internal CommunicationResourcesPowerPoint Templates with Logo 10.0PowerPoint Templates Logo and Retail Tagline 10.1PowerPoint Templates Logo and Country Lockup 10.2Stationery with Logo 10.3Stationery with Logo and Retail Tagline 10.4Stationery with Logo and Country Lockup 10.5E-mail Signature with Purpose Statement 10.6E-mail Signature with Retail Tagline 10.7For general questions aboutour guidelines, please contact:Brand Center Helpvm: (479) 277-7859 BRANDCEN86@wal-mart.comOur BrandThe Walmart Brand PositioningOur Brand1.0Effective communications? They’re jus...