WalmartWalmartBrand GuidelinesBrand Guidelines
Table of ContentsOur Brand                                                  Example of Country                            ...
Our BrandThe Walmart Brand Positioning
Who is Our Customer             Effective communications? They’re             just not possible unless you know           ...
Price-Value ShoppersSay “hi” to Our Price-Value Shoppers                       They’ll smile at you because they know     ...
Brand-Aspirational ShoppersSay “hi” to Our Brand-Aspirational Shoppers                         Like the price-value shoppe...
Price-Sensitive Affluent ShoppersSay “hi” to Our Price-Sensitive Affluent Shoppers                              Waste mone...
What is Our Brand Identity?The Walmart brand identity is like a great      experience. Through the products              f...
Our Companys Purpose             Our company’s purpose is our             reason for being:Saving people moneyso they can ...
Our Positioning, Brand Character,and CommitmentOur positioningWalmart’s brand positioning                                 ...
Our Brand Personality TraitsIts our job — all of us as keepers of the   to ensure that our communications do         his o...
Our Look and FeelA Guide to a Comprehensive Visual System    Internal Corporate Communications      2.0
Our Look and FeelA comprehensive visual system             customer. It’s subtle, yet so tangible     the strong, positive...
Walmart or Wal-Mart?Consistency. It’s a powerful idea and one that can’t be overstated.Especially when it comes to our log...
Logo Specifications•	 Never redraw or alter the logo, including the placement and size  relationship of its letter or spar...
Logo Specifications (cont.)Logo colorWhen the logo appears on awhite background, use our                                  ...
Logo with Retail Tagline SpecificationsTaglines are an integral part of conveying   logo and tagline art; use only authori...
Logo with Retail Tagline Specifications(cont.)Color use for the logo with taglinelockup follow the same ones as those fort...
Using the Purpose StatementHorizontal format clearspace                                                          r•	Always...
Incorrect uses of the Purpose StatementSaving people moneyso they can live better.Do not use yellow on white.Saving people...
Using the Retail Tagline without the LogoTagline Clear Space•	Always maintain clear space around  the "Save money. Live be...
Using the Retail Tagline without the Logo(continued)Using the tagline on colorbackgroundThe preferred version of our tagli...
Using the Retail Tagline with the Half-sparkHorizontal format clearspace•	Always maintain clear space around  the "Save mo...
Incorrect Uses of the Retail TaglineDo not use yellow on white.                                       The 2-color version ...
Using the Logo withInternal Department NamesLocked-up type treatments letdepartments identify themselves in               ...
Examples of Department Type TreatmentsThe lockups below are examplesof existing approved artwork.                         ...
Examples of Multi-line Department NamesThe lockups below are examplesof existing, approved artwork.                       ...
Using the Logo with Multi-lineDepartment NamesSome departments have long namesthat require more than one line. Here       ...
Examples of DepartmentType Treatment ApplicationsBelow are acceptable examples ofhow to use type treatment lockupsto ident...
Using the Logo with Retail Service NamesLocked-up type treatments let servicesidentify themselves in ways that are        ...
Examples of Walmart RetailService Type TreatmentsBe sure the relationship of theservice to the Walmart logo is            ...
Examples of Walmart ServiceType Treatments in ApplicationsThese are acceptable examples ofhow to lock up service names and...
Using the Logo with Country NamesLocked-up type treatments let countriesidentify themselves in ways that are              ...
Examples of Country Type TreatmentsThe lockups below are examplesof existing approved artwork.                            ...
Examples of CountryType Treatment ApplicationsBelow are acceptable examples ofhow to use type treatment lockupsto identify...
Using the Logo Country Namesand Multi-line Department NamesThe lockups below are examplesof existing, approved artwork.   ...
Discontinued Logo/Tagline Treatments    We realize it’s like saying goodbye to                                            ...
Incorrect use of the LogoThe logo is the primary visual representation of the brand, andneeds to be treated respectfully. ...
Our Primary Color Palette Consistent use of color is one    Blue also communicates            Blue can also signal "fresh”...
Our Core ColorsOur primary colorsThe blues to the right should dominateevery piece you create. Our mediumand light blues a...
Color RatioUse the pie chart below to guide you in balancing core andhighlight colors in Walmart–branded materials.Color b...
Our Typeface abcdefghijklmn  opqrstuvwxyz BCDEFGHIJKLMOPQRSTUVWXYZ   1234567890  When used correctly,  typography can conv...
Myriad Pro•	Myriad Pro is our primary typeface       For desktop•	Myriad Pro should be used in all         Use Arial for d...
Typographic Style    An easy way to add personality to all       The chart below demonstrates a range        •	Relevant to...
Using Type EffectivelyThink of the most powerful brands you                      Sticking to the approved families        ...
Applying the FullSpark Graphic Applying the Full                something pretty smart. Spark Graphic                    T...
Spark in ColorWhat color should thespark be?Our primary, authorized Walmartyellow (PANTONE® 1235 C) sparkis preferred.    ...
The Full Spark in Action           Here are just a few of the ways you might           use the full spark to emphasize som...
Applying theHalf-Spark Graphic The half-spark denotes bright ideas. It appears just above a line of copy, a product, or a ...
Half-Spark in Color     What color should the     spark be?     Our primary, authorized Walmart     yellow (PANTONE® 1235 ...
Applying the Half-Spark Graphic:Inspiring IdeasThe half-spark graphic can be usedwith text to communicate smart ideas.Diff...
Applying the Half-Spark Graphic:Inspired PeopleThe half-spark graphic can be used toillustrate the idea of smart customers...
Applying the Half-Spark Graphic:Inspired People (continued)When locking up the half-spark to aperson, special care has to ...
Applying the Half-Spark Graphic:Inspired People (continued)Here are some images with and withoutthe proportion measurement...
Applying Talkboxes                . . . Shopping                thats quick                and easy. The talkbox lets us r...
Talkboxes AttributesAcceptable outlined                          Walmart medium blue       Walmart orange                 ...
Applying TalkboxesTalkboxes sizeThe tail should be 20% of the shortestlength of the talkbox. It may be flushedleft or righ...
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
Manual de Identidade Visual da Walmart
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Manual de Identidade Visual da Walmart

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Manual de Identidade Visual da Walmart

Fonte: http://www.walmartempowerswomen.org/wp-content/uploads/2011/04/walmart_brand_guidelines.pdf

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Transcript of "Manual de Identidade Visual da Walmart "

  1. 1. WalmartWalmartBrand GuidelinesBrand Guidelines
  2. 2. Table of ContentsOur Brand Example of Country Food 8.11 Type Treatments 2.21 Incorrect Food Imagery 8.14Who is Our Customer 1.0 Example of Country Type Tone and VoicePrice-Value Shoppers 1.1 Treatment Applications 2.22Brand-Aspirational Shoppers 1.2 Using the Logo Country Names Our Tone and Voice 9.0Price-Sensitive Affluent Shoppers 1.3 & Multi-line Department Names 2.23 Communicating in the Walmart Discontinued Logo/ Voice: the Role of Our BrandWhat is Our Brand Identity 1.4 Tagline Treatments 2.24 Personality Traits 9.1Our Companys Purpose 1.5 Incorrect use of the Logo 2.25 Trait #1: Caring 9.2Our Positioning, Brand Trait #2: Real 9.3 Character, and Commitment 1.6 Our Primary Color Pallete Trait #3: Innovative 9.4Our Brand Personality Traits 1.7 Our Core Colors 3.0 Trait #4: Straightforward 9.5 Color Ratio 3.1Our Look and Feel Trait #5: Positive 9.6Our Look and Feel 2.0 Our Typeface The 16 Ingredients for Cooking Myriad Pro 4.0 up Copy Walmart Style 9.7Logo Specifications 2.2Logo with Retail Tagline Typographic Style 4.1 Specifications 2.4 Internal Communication Using Type Effectively 4.2 ResourcesUsing the Purpose Statement 2.6 Applying the Full Spark Graphic PowerPoint TemplatesIncorrect Use of the with Logo 10.0 Purpose Statement 2.7 Spark in Color 5.0 PowerPoint TemplatesUsing the Retail Tagline The Full Spark in Action 5.1 Logo and Retail Tagline 10.1 without the Logo 2.8 Applying the Half-Spark Graphic PowerPoint Templates LogoUsing the Retail Tagline and Country Lockup 10.2 with the Half-Spark 2.10 Half-Spark in Color/ Stationery with Logo 10.3Incorrect Use of the Applying the Half-Spark Retail Tagline 2.11 Graphic: Products 6.0 Stationery with Logo and Retail Tagline 10.4Using the Logo with Applying the Half-Spark Graphic: Internal Department Names 2.12 Inspiring Ideas 6.1 Stationery with Logo and Country Lockup 10.5Examples of Department Applying the Half-Spark Graphic: Type Treatments 2.13 Inspired People 6.2 E-mail Signature with Purpose Statement 10.6Using the Logo with Multi-line Applying Talkboxes E-mail Signature Department Names 2.14 Talkbox Attributes 7.0 with Retail Tagline 10.7Examples of Multi-line Department Names 2.15 Applying Talkboxes 7.1Examples of Department Examples of Talkbox Usage 7.3 For general questions about Type Treatment Applications 2.16 our guidelines, please contact:Using the Logo with Photographic Creative Brand Center Help Retail Service Names 2.17 Direction vm: (479) 277-7859Examples of Walmart Retail Photographic Creative Direction 8.0 BRANDCEN86@wal-mart.com Service Type Treatments 2.18 Lifestyle 8.1Examples of Walmart Service Type Incorrect Lifestyle Imagery 8.6 Treatments in Applications 2.19 Product 8.7Using the Logo with Country Names 2.20 Incorrect Product Imagery 8.10Copyright 2009 Wal-Mart Stores, Inc. All rights reserved. Unauthorized duplication is a violation of all applicable laws.
  3. 3. Our BrandThe Walmart Brand Positioning
  4. 4. Who is Our Customer Effective communications? They’re just not possible unless you know who you’re talking to.Our customers.Our boss. Sam Walton once said: "There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else." Like every great business story, ours starts with the customer. What they want is the most important. And though each person is different from the next, they all appreciate how we help them reduce the stress caused by high prices on a limited budget. They are price-sensitive shoppers. For them, spending less on some things, means being able to enjoy the moments that make life special. Our Brand 1.0
  5. 5. Price-Value ShoppersSay “hi” to Our Price-Value Shoppers They’ll smile at you because they know areas, enjoying the simple things in life that you’re working to save them while providing for their families with money on their everyday needs. They essentials at prices they can afford. appreciate that and are loyal to us We’re as much a part of their lives as because we help them live better with any town gathering spot, where friends what they can save by shopping at run into friends and families go to find Walmart. You’ll find them mostly in rural great values. I want ... Walmart Everyday needs helps my paycheck At ... go further Unbeatable prices because In a store with ... I can get Easy, convenient everything I shopping need at the best prices. Our Brand 1.1
  6. 6. Brand-Aspirational ShoppersSay “hi” to Our Brand-Aspirational Shoppers Like the price-value shoppers, they’re the TVs they watch. For them, brands on a budget so they have to be smart are so much a measure of their success about how they spend their money. that they’ll spend less on some things But unlike the price-value shoppers, to be able to enjoy the status and pride they live mostly in urban and suburban of owning the right brands. They look areas. They love brands and have their to Walmart for the brands they trust at favorites, from the jeans they wear to prices they can afford. I want ... Walmart helps me save Brands I trust money on the basics so I have At ... to spend on the brands Unbeatable prices that are important to me. In a store with ... Easy, convenient shopping Our Brand 1.2
  7. 7. Price-Sensitive Affluent ShoppersSay “hi” to Our Price-Sensitive Affluent Shoppers Waste money? Not these shoppers, research purchases to make sure they’re even though money isn’t as tight getting the best value possible. Like for them as it is for the price-value all our customers, they’re smart. They or brand-aspirational shoppers. To know they can shop anywhere, but they the price-sensitive affluent shopper, shop at Walmart for quality products spending more than they have to at unbeatable prices. They enjoy their doesn’t demonstrate affluence, it affluence and plan on keeping it. demonstrates foolhardiness. They Walmart helps them do just that. I want ... I’m not into wasting money. Why Quality products would I shop anywhere else when At ... I can get great brands and great quality for less at Walmart? Unbeatable prices In a store with ... Easy, convenient shopping Our Brand 1.3
  8. 8. What is Our Brand Identity?The Walmart brand identity is like a great experience. Through the products from the cleanliness and design of ourpair of jeans: a perfect fit, comfortable for we sell, how we look, how we act, stores, to the smiles and helpfulnessour customers, associates and suppliers. It and what we say. Everything we do of our associates.projects a relaxed and friendly image. We has a direct impact on how the worldlove wearing it every day. And it’s very, perceives us. It’s crucial that the Brands are built over time. And oververy strong. experience our customers have with time, we’ll measure our brand’s our brand be the best possible, from success by the alignment of theWe convey our brand identity through our promise to deliver on low prices, communications and experiencesevery form of communication and to the quality of the products we sell, people have with our brand.Brands exist in the mind Quality products Community Unbeatable relations prices Easy Safety shopping policies The Walmart brand identity is the complete Financial alignment of what Customer performance customers see, hear, service read, experience, and think about Walmart products and services. Public Communications relations practices Culture Distribution channels Knowledgeable associates Our Brand 1.4
  9. 9. Our Companys Purpose Our company’s purpose is our reason for being:Saving people moneyso they can live better It drives all our business decisions and actions. It’s the guiding philosophy we communicate with pride, both internally and externally. Our Brand 1.5
  10. 10. Our Positioning, Brand Character,and CommitmentOur positioningWalmart’s brand positioning For price-sensitive shoppers,expresses the benefit we deliverto the marketplace. All of our Walmart is the retailer that helpscommunications and actions must them feel “smart” and live bettersupport our brand positioning. because only Walmart delivers unbeatable prices on the brands they trust, in an easy, fast, one-stop shopping experience.Our brand characterServant leadership has long beenthe core character of Walmart. “Servant Leader”Sam Walton built Walmart’s successon committing the company’s committed to saving people money sostrength to helping lower the costof living for our customers. they can live better.Our commitment Why we exist How we grow Clean, fast,Saving people money so they can friendlylive better has made us the mostsuccessful retailer in the world. Unbeatable Quality EasyContinuing this success means weall have to deliver: prices products shopping Our Brand 1.6
  11. 11. Our Brand Personality TraitsIts our job — all of us as keepers of the to ensure that our communications do his or her personality. Those are thebrand — to make sure that all of our not conflict with the traits. “personality traits” you’ve assignedcommunications are consistent with that person. Our brand personalitythe following brand personality traits. Think of a friend or family member. traits describe how we want ourAt the very least, its up to each of us Now pick five words that best sum up customers to perceive our company.Caring We’re caring … not cold. We welcome families 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. We’re helpful and very engaged. Our customers trust us; we work hard at never letting them down.Real We’re real … not phony. Down-to-earth and approachable? It’s the spirit of the 10-foot Rule. Friendly? You bet. Because we’re everyday people like our customers; we strive to be unpretentious and authentic. Genuine. Human. Sure, we kid around and have fun, but we take customer satisfaction seriously. Always.Innovative We’re innovative … not complacent. Forward-thinking but never trendy. Inventive? It’s a big part of Sam’s 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? Of course.Straightforward We’re straightforward … not complicated. Simple. Upfront with our customers, suppliers, and fellow 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 feel good about.Positive Were positive... not pessimistic. We look at problems as opportunities and see setbacks as learning experiences. Our optimism is contagious, motivating suppliers and building customer confidence. Because were positive, we believe in and help our customers achieve their dreams of a better life. Our Brand 1.7
  12. 12. Our Look and FeelA Guide to a Comprehensive Visual System Internal Corporate Communications 2.0
  13. 13. Our Look and FeelA comprehensive visual system customer. It’s subtle, yet so tangible the strong, positive perceptions created willIn keeping with our updated brand when executed properly. drive customers to our stores.approach, we’ve created a complete setof design guidelines. These guidelines That’s why it’s our duty as keepers of The core design elements are the essentialare intended to ensure consistency over the brand (raising your right hand yet?) visual elements of our brand — the Walmartjust about every instance of customer to protect, support, and communicate logo, typefaces, color palettes, imagery, andcontact. How? By building a deeper our brand clearly and consistently in graphics — and are the starting point forand more emotional connection to our everything we say and do. Do this and any Walmart communication. Our logo Typography Our core Color identity Stationery PowerPoint presentation Internal Visuals communications E-mail signature Our Look and Feel 2.0
  14. 14. Walmart or Wal-Mart?Consistency. It’s a powerful idea and one that can’t be overstated.Especially when it comes to our logo and the way we express our namein written copy. So please take a few moments to review the followingbrief yet very important style direction:Previous identity and logo New identity and logo Corporate or International U.S. Retail StoresWe hear it all the time: “How am I supposed to write our company’sname?” The answer is simple: unless youre in the legal departmentor investor relations, you write our company name just as it’s writtenin our logo: Walmart.The right way: When writing, just keep it simple: Walmart Our Look Identity Communications Our Core and Feel Internal Corporate 2.1 2.0
  15. 15. Logo Specifications• Never redraw or alter the logo, including the placement and size relationship of its letter or spark symbol. Doing so weakens our identity• Use authorized artwork from walmartbrandcenter.com/look_logos.aspxClear space• Always maintain clear space around the Walmart signature to protect the logo from distracting graphics or typography.• For the signature, measure clear space by the height of the “r” in Walmart for vertical space, and the width of the ”r” for horizontal.• For the symbol, measure clear space by half of the height of one spoke.• Never allow typography or other elements to “invade” the signature or the symbol.Minimum sizeThe Walmart signature reproduceswell at almost any size. Going toosmall, however, can damage thelogo’s integrity – and effectiveness.So please never reproduce the 3/4" 1/8"signature: ...smaller than 3/4" wide, ...smaller than 1/8" wide, measured from the “W” measured from one edge to the right side edge of of the spark to the other. the spark. Our Look and Feel 2.2
  16. 16. Logo Specifications (cont.)Logo colorWhen the logo appears on awhite background, use our Walmart medium blueprimary, authorized Walmart (or PANTONE® 285 C) C:89 M:43 Y:0 K:0medium blue (PANTONE® 285 C). R:26 G:117 B:207 Walmart yellow (or PANTONE® 1235 C) C:0 M:29 Y:91 K:0 R:253 G:187 B:48Alternative color backgrounds• Our primary, authorized Walmart Walmart medium blue medium blue (PANTONE® 285 C) is (or PANTONE® 285 C) C:89 M:43 Y:0 K:0 preferred when you need a blue R:26 G:117 B:207 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® Walmart dark blue 285C, reverse the logo out to white (or PANTONE® 287 C)• Our two other blues (PANTONE® C:100 M:68 Y:0 K:12 R:0 G:56 B:150 287 C and PANTONE® 284 C) are acceptable if necessary, though NOT preferred. They may be used in restricted instances, such as in materials for services, for example. Walmart light blue (or PANTONE® 284 C) C:55 M:19 Y:0 K:0 R:108 G:171 B:231The colors shown here and throughout this manual have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Color Standards.Consult current PANTONE Publications for accurate color. PANTONE® is the property of Pantone, Inc. Our Look and Feel 2.3
  17. 17. Logo with Retail Tagline SpecificationsTaglines are an integral part of conveying logo and tagline art; use only authorized, authorized tagline in any advertisinga brand image. To maximize its impact original art. or marketing materials.and to preserve its unique status, please:Never use it alone or linked to a product The different rules on how our tagline For authorized, original artwork for theor service. Dont change the lockup should be used appear below. Please, approved logo and tagline lockup, go to:(how it’s positioned with our logo). never ever create taglines and, of course, walmartbrandcenter.com/look_logos.aspxAnd, maybe less obvious but just as dont use any tagline other than ourimportant: never recreate the combinedTagline clear space• Always maintain clear space around the Walmart signature to protect the logo from distracting graphics or typography.• For the signature, measure clear space by the height of the “r” in Walmart for vertical space, and the width of the ”r” for horizontal.• For the symbol, measure clear space by half of the height of one spoke.• Never allow typography or other elements to “invade” the signature or the symbol.Minimum Logo SizePlease never reproduce the logo/tagline lockup smaller than 1-1/4"wide, measured from the “W” tothe right side edge of the sparkin Walmart. 1-1/4"Small-size lockup useWhen reproducing the lockupin cases where it’s needed to be1-7/8" or smaller (measured from“W” to the right side edge of thespark in Walmart), please use thespecial “small size” artwork we’ve 1-7/8"created. You’ll find it easier toread and reproduce. Our Look and Feel Communications Internal Corporate 2.4 2.0
  18. 18. Logo with Retail Tagline Specifications(cont.)Color use for the logo with taglinelockup follow the same ones as those forthe signature used without the tagline.Refer to page 2.2.Logo with tagline colorUsing the logo and tagline ona color background Our Look and Feel Communications Internal Corporate 2.5 2.0
  19. 19. Using the Purpose StatementHorizontal format clearspace r• Always maintain clear space around the "Saving people money so they rSaving people money so they can live better.r can live better" purpose statement, r to protect it from distracting graphics or typography.• Measure clear space by the height of the “r” in "better" for vertical space, and its width for horizontal.• Never allow typography or other elements to “invade” the signature or the symbol.Minimum sizeNever reproduce the tagline smaller Saving people money so they can live better.than 1" wide, measured from the "S" tothe right side of the "r". 1"Small-size lockup useSpecial "small size" artwork shouldbe used when reproducing the Saving people moneyhorizontal tagline in cases where so they can live better.it’s needed to be 1-7/8" or smaller(measured from “S” to the right side 1-7/8"edge of the "r" in "better").Using the tagline with half-spark on a color background Saving people money Saving people money so they can live better. so they can live better.The preferred is in Walmartmiddle blue with a Walmart yellowpurpose statement. The purpose Saving people money Saving people moneystatement can also be used in white so they can live better. so they can live better.on Walmart middle blue. Walmart medium blue Walmart yellow (or PANTONE® 285 C) (or PANTONE® 1235 C) C:89 M:43 Y:0 K:0 C:0 M:29 Y:91 K:0 R:26 G:117 B:207 R:253 G:187 B:48 Our Look and Feel Communications Internal Corporate 2.6 2.0
  20. 20. Incorrect uses of the Purpose StatementSaving people moneyso they can live better.Do not use yellow on white.Saving people money Saving people moneyso they can live better. so they can live better.Do not use two colors to split thepurpose statement.Saving people money Saving people moneyso they can live better. so they can live better.The tagline should not bereversed out of seasonal colors.Saving people money Saving people moneyso they can live better. so they can live better.The tagline should not bereversed out of any other colors. Our Look and Feel Communications Internal Corporate 2.0 2.7
  21. 21. Using the Retail Tagline without the LogoTagline Clear Space• Always maintain clear space around the "Save money. Live better." tagline to protect it from distracting graphics or typography.• For the horizontal tagline, measure clear space by the height of the "r" in "better" all the way around.• For the stacked tagline, measure clear space by the height of the “r” in "better" for vertical space, and the width of the ”r” for horizontal.• Never allow typography or other elements to “invade” the signature or the symbol.Minimum sizeThe Walmart tagline reproduces wellat almost any size. Going too small,however, can damage the taglinesintegrity – and effectiveness. So 3/4" 3/8"please: Never reproduce the taglinesmaller than 3/4" wide, measured fromthe "S" to the right side of the "r".Small-size lockup useSpecial "small size" artwork shouldbe used when reproducing thehorizontal tagline in cases whereit’s needed to be 1-7/8" or smaller 1-7/8" 11/16"(measured from “S” to the right sideedge of the "r" in "better"). For thestacked tagline, it should be usedwhen smaller than 11/16" (measuredfrom "S" to the right edge of "y" in"money".) You’ll find it easier to readand reproduce. Our Look and Feel 2.8
  22. 22. Using the Retail Tagline without the Logo(continued)Using the tagline on colorbackgroundThe preferred version of our taglineused solo is in Walmart yellow, on aWalmart medium blue background. Walmart medium blue Walmart yellow (or PANTONE® 285 C) (or PANTONE® 1235 C) C:89 M:43 Y:0 K:0 C:0 M:29 Y:91 K:0 R:26 G:117 B:207 R:253 G:187 B:48Using the tagline in one colorWhen our solo tagline is used on awhite background and/or in a one-color application, it should onlyappear in Walmart medium blue. Itcan also be reversed out in white. Walmart medium blue (or PANTONE® 285 C) C:89 M:43 Y:0 K:0 R:26 G:117 B:207Using the tagline in blackand whiteWhen use of color is not available:• Produce our tagline in black• When the background is black, please reverse out Our Look and Feel 2.9
  23. 23. Using the Retail Tagline with the Half-sparkHorizontal format clearspace• Always maintain clear space around the "Save money. Live better." tagline with the half-spark, to protect it from distracting graphics or typography.• Measure clear space by the height of the “L” in "Live" for vertical space, and its width for horizontal.• Never allow typography or other elements to “invade” the signature or the symbol.Minimum sizeNever reproduce the tagline smallerthan 3/4" wide, measured from the "S"to the right side of the "r". 3/4" 3/8"Small-size lockup useSpecial "small size" artwork shouldbe used when reproducing thehorizontal tagline in cases whereit’s needed to be 1-7/8" or smaller(measured from “S” to the right side 1-7/8" 11/16"edge of the "r" in "better"). For thestacked tagline, it should be usedwhen smaller than 11/16" (measuredfrom "S" to the right edge of "y" in"money".) You’ll find it easier to readand reproduce.Using the tagline with half-spark on a color backgroundThe preferred is in Walmart middleblue with a Walmart yellow half-spark. When reversed out of acolor, the tagline portion should bereversed out in white. Walmart medium blue Walmart yellow (or PANTONE® 285 C) (or PANTONE® 1235 C) C:89 M:43 Y:0 K:0 C:0 M:29 Y:91 K:0 R:26 G:117 B:207 R:253 G:187 B:48 Our Look and Feel 2.10
  24. 24. Incorrect Uses of the Retail TaglineDo not use yellow on white. The 2-color version should always show the tagline in white and the half-spark in yellow — never both.Do not use two colors tosplit the tagline.The tagline should only bereversed out of holiday colors. The half-spark should not be used with holiday colors.The half-spark should only appearin blue, yellow, or white knockedout of blue. Our Look and Feel 2.11
  25. 25. Using the Logo withInternal Department NamesLocked-up type treatments letdepartments identify themselves in Need a department type treatment lockup?ways that are consistent with theWalmart brand. Below are acceptable E-mail the Brand Center atexamples of how to lock up department BRANDCEN86@wal-mart.comnames to our Walmart logo, as well ashow to separate the artwork.Standard stacked x Walmart medium blue (or PANTONE® 285 C) 1/3 x Department Smart Network C:89 M:43 Y:0 K:0 R:26 G:117 B:207 2/3 x Walmart yellow (or PANTONE® 1235 C) Title C:0 M:29 Y:91 K:0 R:253 G:187 B:48 1/3 X Service 1/2 XHorizontal x Department 2/3 x Our Look and Feel Communications Internal Corporate 2.12 2.0
  26. 26. Examples of Department Type TreatmentsThe lockups below are examplesof existing approved artwork. To find authorized, original artwork for your department, please e-mail the Brand Center at BRANDCEN86@wal-mart.com Marketing Logistics Financial Services Human Resources Merchandising Our Look and Feel Communications Internal Corporate 2.13 2.0
  27. 27. Examples of Multi-line Department NamesThe lockups below are examplesof existing, approved artwork. To find authorized, original artwork for your department, please e-mail the Brand Center at BRANDCEN86@wal-mart.com Global Continuous Improvement Supply Chain Center of Excellence Our Look and Feel Communications Internal Corporate 2.14 2.0
  28. 28. Using the Logo with Multi-lineDepartment NamesSome departments have long namesthat require more than one line. Here Need a department type treatment lockup?are guidelines about when to create amulti-line department name. E-mail the Brand Center at BRANDCEN86@wal-mart.comDepartment line length xDepartment names should not exceed8 times the height (x) of the Walmartlogo it is being locked up to. 8 7 6 5 4 3 2 1In instances where the names "miss thecut," the character count should not bemore than 20, give or take. Lorem Ipsum Dolor Sit Amet Tetuer Adipiscing Lorem Set Ipsum Dolor Sit Amet Tetuer AdipiscingStacked x2- and 3-line stack 1/3 X Lorem Ipsum Dolor 2/3 X 1/3 X Sit Amet 2/3 X 1/3 X Tetuer Adipiscing 2/3 X 1/3 X 1/2 XHorizontal x Lorem Set Ipsum 1/2 X 1/3 X2-line stack Dolor Sit Amet Lorem Set Ipsum 1/2 X Dolor Sit Amet Lorem Set Ipsum Dolor Sit Amet Lorem Set Ipsum 1/2 X x 1/3 XHorizontal Tenet Dolor Fro Dolor Sit Amet 1/2 X3-line stack 1/3 X Tenet Dolor Fro 1/2 X Our Look and Feel Communications Internal Corporate 2.15 2.0
  29. 29. Examples of DepartmentType Treatment ApplicationsBelow are acceptable examples ofhow to use type treatment lockupsto identify individual departments.T-shirts Front and back of hats Department Department Department Title Title Title Department Department DepartmentOffice signs First Last Name First Last Name One Team. One Dream. One Team. One Dream. Department Department Department Department First Last Name One Team. One Dream. Department Department Our Look and Feel Communications Internal Corporate 2.16 2.0
  30. 30. Using the Logo with Retail Service NamesLocked-up type treatments let servicesidentify themselves in ways that are Need a service type treatment lockup?consistent with the Walmart brand.Below are the three types of service E-mail the Brand Center attype treatment lockups. BRANDCEN86@wal-mart.comStandard stacked x Walmart medium blue (or PANTONE® 285 C) 1/3 x Service Smart Netw C:89 M:43 Y:0 K:0 R:26 G:117 B:207 2/3 x Walmart yellow (or PANTONE® 1235 C) Title C:0 M:29 Y:91 K:0 R:253 G:187 B:48Standard stacked with xa service title 1/3 x 2/3 x Service Smart Netw x 2/3 x Title 1/3 X 1/2 XHorizontal x Service 2/3 x Department Our Look and Feel 2.17
  31. 31. Examples of Walmart RetailService Type TreatmentsBe sure the relationship of theservice to the Walmart logo is To find authorized, original artwork for Walmartconsistent, whether on labcoats,uniforms, or patches. The lockups service type treatments, go to:below are examples of Walmart walmartbrandcenter.com/look_logo_service.aspxservice type treatments.Service typetreatments Pharmacy Pharmacy Tire & Tire & Express Lube Lube Express Tire & Lube Express Pharmacy Ti Tire & Lube Express Pharmacy Ti PhotoPhoto VisionVision Center Center Vision Center Photo Vision Center PhotoService typetreatments with titles VisionVision Center Tire & Tire & Express Center Lube Lube Express Tire & Lube Express Vision Center Ti Tire & Lube Express Consultant Consultant Vision Center Technician Ti Technician Technician Consultant Technician Consultant Our Look and Feel 2.18
  32. 32. Examples of Walmart ServiceType Treatments in ApplicationsThese are acceptable examples ofhow to lock up service names andtitles to the Walmart logo.Lab coat Pharmacy Pharmacy Pharmacist PharmacistPatch Tire & Lube Express Tire & Lube Express Mechanic Tire & Lube Express Tire & Lube Express Mechanic Our Look and Feel 2.19
  33. 33. Using the Logo with Country NamesLocked-up type treatments let countriesidentify themselves in ways that are Need a country type treatment lockup?consistent with the Walmart brand.Below are acceptable examples of E-mail the Brand Center athow to lock up country names to our BRANDCEN86@wal-mart.comWalmart logo, as well as how toseparate the artwork.Standard stacked x Walmart medium blue (or PANTONE® 285 C) 1/3 x Country C:89 M:43 Y:0 K:0 R:26 G:117 B:207 2/3 x Walmart yellow (or PANTONE® 1235 C) C:0 M:29 Y:91 K:0 R:253 G:187 B:48 1/3 X 1/2 XHorizontal x Country 2/3 x Our Look and Feel Communications Internal Corporate 2.20 2.0
  34. 34. Examples of Country Type TreatmentsThe lockups below are examplesof existing approved artwork. To find authorized, original artwork for your country, please e-mail the Brand Center at BRANDCEN86@wal-mart.com Argentina Asia Centroamérica México POCC Our Look and Feel Communications Internal Corporate 2.21 2.0
  35. 35. Examples of CountryType Treatment ApplicationsBelow are acceptable examples ofhow to use type treatment lockupsto identify individual departments.T-shirts Front and back of hats Country Country Country Country Country Country Title Title Department Department DepartmentOffice signs First Last Name First Last Name One Team. One Dream. One Team. One Dream. Country Country Country Country First Last Name One Team. One Dream. Country Country Our Look and Feel 2.22
  36. 36. Using the Logo Country Namesand Multi-line Department NamesThe lockups below are examplesof existing, approved artwork. Need a Country type treatment lockup? E-mail the Brand Center at BRANDCEN86@wal-mart.com Argentina Country Global Continuous Department Name Improvement Centroamérica Country Supply Chain Department Name Center of Excellence Our Look and Feel 2.23
  37. 37. Discontinued Logo/Tagline Treatments We realize it’s like saying goodbye to • Discontinue using the Walmart logo/tagline treatments below an old friend, but we’re not. We’re • Discontinue using any other Walmart logo/tagline treatments saying “Hi!” to a friend who’s enjoying a not approved or shown on page 2.1 professional makeover. By discontinuing the use of non- approved logo/tagline treatments, we simplify our current identity system. What does this mean for us? A smoother, faster, easier transition to our new brand.Continuous 25%ement X Do not use the Walmart Always Low Prices, Always logo. Do not use the Walmart star lockup. 10Xy Relations Save money. Live better. SM Lorem Ipsum Dolor Sit 21 Characters Do not use the Walmart Supercenter logo. Save money. Live better. Do not use multiple colors in a subhead. SM Save money. Lorem Ipsum Dolor Sit 21 Characters Save money. Live better. SM Save money. Do not create variations for the Walmart logo. Ut Rutrum Nunc Vitaen Do not use any retired Walmart logo artwork. 21 Characters Save money. Live better. International SM Save money. Do not lockup the Walmart logo with International. Do not use Walmart with spark logo artwork where the spark is raised above the baseline of "Walmart." Our Look and Feel 2.24 X 1/2 X
  38. 38. Incorrect use of the LogoThe logo is the primary visual representation of the brand, andneeds to be treated respectfully. Changing any part of the logo willjeopardize consistency and weaken its impact. Please avoid doingthe following:Do not apply any one color (even if part of the Walmart Do not place the logo in holding shapes.palette) to the logo.Do not assign arbitrary colors to any part of the logo. Do not use the logo in a repeat pattern. Walmart Save money. Live better.Do not change the spark and logotype size relationship. Do not replace or reset the typography of the logo, even in Myriad Pro.Do not place the logo on unauthorized color backgrounds. Do not use the logo without the spark.Do not place the logo on imagery.Do not warp the logo. Do not rearrange any elements of the logo.Do not apply arbitrary colors to any part of the spark. Do not raise the spark. Our Look and Feel Internal Corporate Communications 2.25
  39. 39. Our Primary Color Palette Consistent use of color is one Blue also communicates Blue can also signal "fresh” of the easiest — and most image attributes like friendly, and it combines well with effective — ways to break approachable, reliable, and other colors (green, orange, through marketing clutter. To trustworthy. Makes a lot of yellow). Combining these rise above the noise. To be a sense, doesn’t it? All very colors communicate other visible needle in a haystack of Walmart. Walmart traits such as low competing communications. cost, natural, organic, and others. Why blue? Certain shades of blue Blue is an integral part of the can suggest different Because blue speaks to Walmart visual identity. It’s but complementary and so many things Walmart, also the most popular color appealing traits. Darker it’s important that we of the spectrum and suggests blues? Tradition and quality. leverage it in all our brand authority, dignity, security, Brighter blues? Innovation or communications. Think blue. stability, heritage, and trust. technology.
  40. 40. Our Core ColorsOur primary colorsThe blues to the right should dominateevery piece you create. Our mediumand light blues are brighter, friendlierblues than what we’ve used in thepast and convey a “welcoming” and“fresher” Walmart. Walmart medium blue Walmart dark blue Walmart light blue Walmart white• With rare exception, use only (or PANTONE® 285 C) (or PANTONE® 287 C) (or PANTONE® 284 C) C:0 M:0 Y:0 K:0 C:89 M:43 Y:0 K:0 C:100 M:68 Y:0 K:12 C:55 M:19 Y:0 K:0 R:255 G:255 B:255 authorized Walmart medium blue R:26 G:117 B:207 R:0 G:56 B:150 R:108 G:171 B:231 (PANTONE® 285 C) for the logo• Please emphasize the use of Walmart medium blue (PANTONE 285® C) and Walmart light blue (PANTONE® 284 C) for full fields of color in marketing communicationsOur highlight colorsUse highlight colors in combinationwith our core colors to convey othermessages such as “low cost,” “organic,”“natural,” or “innovation.” These colorsadd depth, for sure, but use themsparingly, please. Walmart orange Walmart yellow Walmart dark green Walmart light green (or PANTONE® 166 CVC) (or PANTONE® 1235 C) (or PANTONE® 364 C) (or PANTONE® 368 C) C:0 M:64 Y100 K:0 C:0 M:29 Y:91 K:0 C:65 M:0 Y:100 K:42 C:57 M:0 Y:100 K:0 R:244 G:123 B:32 R:253 G:187 B:48 R:51 G:115 B:33 R:97 G:191 B:26One word on color • The appearance of our brand colors • Ask the printer to adjust thematching: PANTONE® will differ from spot-color to a four- four-color process formula to the paperColor matching is crucial to the color process (and other printing conditions)success of any print project. While • There will be slight color variances visual differences in printing can’t be when printing on different paper stockseliminated completely, they can • Always minimize visual differencesbe minimized. Remember: by matching to PANTONE® color swatches Our Look and Feel 3.0
  41. 41. Color RatioUse the pie chart below to guide you in balancing core andhighlight colors in Walmart–branded materials.Color balance• Use our core colors for a consistent platform 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 you’re balancing our colors correctlyAdditional color palettesAdditional colors not shown herehave been chosen for a selectvariety of in-store usage, seasonalcommunications, and specialinitiatives. Watch for details atthe Walmart Brand Center as weadd information and address newways to use our guidelines. Our Look and Feel 3.1
  42. 42. Our Typeface abcdefghijklmn opqrstuvwxyz BCDEFGHIJKLMOPQRSTUVWXYZ 1234567890 When used correctly, typography can convey “straightforward” and is easy to read. (You’re reading it now. image and feeling every bit Nice, isn’t it?) as much — and sometimes more — than simple graphics. A humanistic sans-serif We’ve selected a type family typeface, Myriad Pro’s that gives Walmart a friendly, great for retailing and warm, and real voice: communicating “low prices.” Myriad Pro. Compared to similar typefaces, Myriad Pro is an Qualities of Myriad Pro easier read, conveys warmth, Myriad Pro says and aligns nicely with the “approachable” and Walmart brand.
  43. 43. Myriad Pro• Myriad Pro is our primary typeface For desktop• Myriad Pro should be used in all Use Arial for desktop applications in a communication materials nongraphic artwork environment such• Use type size and weight to establish as Microsoft Word and PowerPoint. Use a clear hierarchy of information Myriad Pro for graphics, buttons and• Do not substitute any other typeface banners in Web portals, microsites, and for Myriad Pro other desktop-based environments.Myriad ProabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890To purchase our authorized fonts, go to:adobe.com/type/browser/P/P_1706.html Our Look and Feel 4.0
  44. 44. Typographic Style An easy way to add personality to all The chart below demonstrates a range • Relevant to the particular mood communications is through the use of of weights of Myriad Pro that may be or emotion desired typography. Use typeface, type size, applied to Walmart–branded materials. • Supportive of selected brand and type weight wisely to establish a Type selections should always be: or product imagery clear hierarchy of information. You’ll be amazed at the results you can get.123 Myriad Pro Light It also works really well on large Myriad Pro Light is approachable and headers in print applications and  abc human. Use of this lighter weight is can often add an air of formality to also appropriate when a more fashion- copy in, for example, tribute ads. forward or “feminine” voice is needed. ABC123 Myriad Pro Regular It’s effective when used with large amounts of text reversed out to  Myriad Pro Regular is a friendly, abc functional sans serif typeface white or with solids and imagery. that works well across all media and applications. ABC123  Myriad Pro Bold Myriad Pro Bold also works well abc Myriad Pro Bold is ideal for headlines when a more basic and practical and subheads. It also adds “oomph” voice is needed, such as in when you need to place special signage for departments like emphasis on a particular word. TLE, Tire and Lube Express. ABC123 Myriad Pro Italic use. It’s a workable alternative Myriad Pro Italic is used much less for instances where a script font abc often than its siblings Myriad Pro Light, might be desired. It also can Regular, and Bold. Use Myriad Pro Italic impart a more “feminine” feel when referring to book, movie, or music than Bold or Regular, similar to titles, to add a more subtle emphasis Myriad Pro Light. ABC than would be achieved with Myriad Pro Bold, and with great care for any other Our Look and Feel 4.1
  45. 45. Using Type EffectivelyThink of the most powerful brands you Sticking to the approved families is the hallmark of a true brandknow. Now think of how identifiable of Myriad Pro exclusively gives us, champion. Download the approvedtheir typography and branding elements over time, ownership of the look and Walmart core typeface at:are. On a billboard? Glimpsed through feel the typeface contributes to our http://www.adobe.com/type/the corner of your eye on someone’s branding efforts. browser/P/P_1706.htmldesk? Seen on a sign as you walk pasta display at your local Walmart? We Developing creative for Walmart? Not working on a graphic (e.g., buttonssee the brands even before we read Whether you’re a graphic designer or and banners)? Please use Arial for non-the message. working with one, using Myriad Pro graphic desktop applications.Dos and Don’ts of typeface usage:• Do always set type in a combination • Don’t use special effects, such as drop of uppercase and lowercase shadow, that compromise legibility• Do use only approved colors, or • Don’t change kerning (space colors that are easily read in type between letters) when setting headlines• Do use only the approved or body copy Walmart typefaces • Don’t distort the typefaces (e.g., expand,• Do avoid using all uppercase; condense, or modify the letterforms) we dont want to shout • Don’t substitute other typefacesPlease adhere closely to these guidelines when using the Myriad Pro typeface.Note: Some natural distortion of type is inevitable when used in a photo or illustration. All the same, please maintain the overall integrity of the typeface – always.Preferred casing Always be consistent in theUppercase and lowercase styling in typographic style you use for aheadlines and call outs support our particular Walmart service or businessbrand warmth and friendliness. unit. It’s the best way to create, overPlease do not use Myriad in all time, a distinctive and recognizableuppercase. It’s a form of shouting on voice for Walmart.both paper and screen.Headline Goes HereHeadline goes here.SAVING PEOPLE MONEY SO Our Core IdentityTHEY CAN LIVE BETTERSaving people money sothey can live better Our Look and Feel 4.2
  46. 46. Applying the FullSpark Graphic Applying the Full something pretty smart. Spark Graphic Think about it.” Want to draw attention to a really bright idea? Place a spark in front of it. A little It should always be shown in “oomph” at the end of a Walmart yellow, Pantone 1235. smart statement? Spark. Be sure to size it appropriately for your layout and medium, The spark is our graphical and center it on the copy shorthand for “Hey, here’s baseline.
  47. 47. Spark in ColorWhat color should thespark be?Our primary, authorized Walmartyellow (PANTONE® 1235 C) sparkis preferred. Walmart yellow (or PANTONE® 1235 C) C:0 M:29 Y:91 K:0Brand approval is required if you R:253 G:187 B:48need to use a different spark colorother than PANTONE® 1235 C.Do not crop the sparkThe colors shown here and throughout this manual have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Color Standards.Consult current PANTONE Publications for accurate color. PANTONE® is the property of Pantone, Inc. Our Look and Feel 5.0
  48. 48. The Full Spark in Action Here are just a few of the ways you might use the full spark to emphasize something smart. TV screen Fresh Smart Electronics dept In the Produce dept Corporate signage& Lube Celebrate!n CenterYourself Store signage Meals Outdoor Livingt Meats Dairy Our Look and Feel Communications Internal Corporate 2.0 5.1
  49. 49. Applying theHalf-Spark Graphic The half-spark denotes bright ideas. It appears just above a line of copy, a product, or a person to convey inspiration. Be careful not to overuse the half-spark graphic (it’s easy to do this. We’ve been there.) Like anything, overuse it and it loses its uniqueness. Internal Corporate Communications
  50. 50. Half-Spark in Color What color should the spark be? Our primary, authorized Walmart yellow (PANTONE® 1235 C) spark is preferred. Walmart yellow (or PANTONE® 1235 C) Brand approval is required if you C:0 M:29 Y:91 K:0 need to use a different spark color R:253 G:187 B:48 other than PANTONE® 1235 C.y so Applying the Half-Spark Graphic: Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmodetterInspired Products tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. When applying the half-spark graphic to denote smart product selections, its important to do so correctly and consistently. Follow the guides below. How to lock up half-spark to product • The size of the half-spark should match the size of the straight spoke taking up 1/3 the height of the product. • The distance between the half- spark and the product is the height of one spoke, measured from the bottom of the middle spoke to the top of the product. • When locked up to products, the spark should be visually centered horizontally and always be perpendicular, not at an angle. Examples Our Look and Feel Internal Corporate Communications 6.0
  51. 51. Applying the Half-Spark Graphic:Inspiring IdeasThe half-spark graphic can be usedwith text to communicate smart ideas.Different type sizes and number oflines call for different proportionalrelationships with the spark.How to lock up half-sparkto ideas• For 1-2 liners, the height of the 2x half-spark should be two times the cap height of the type.• For 3 to 5 liners, the half-spark Lorem ipsum dolor x Lorem ipsum d should be three times the cap height of the type. sit amet, consectetur sit amet, consec• For 5 lines and more, the half- adipiscing eli spark should be 5 times the cap height of the type.• The distance between the half- 3x spark and the copy should be the height of one spoke, measured Lorem ipsum dolor from the bottom of the middle Lorem ipsum dolor x Lorem ipsum dolor s consectetur adipiscingsit amet, consectetur spoke to the cap height of the type. sit amet, consectetur laoreet lobortis felis. In consectetur augue. Aenea adipiscing elit. accumsan vestibulum, p dictum ac, elit. Morbi gra diam. Fusce egestas tris Curabitur lobortis massa Aenean a quam ac ve vulputate. Nullam dignissi 5x Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, x consectetur adipiscing elit. Integer consetetur sadipscing elitr, laoreet lobortis felis. In aliquam sed diam nonumy eirmodconsectetur augue. Aenean nisl magna, tempor invidunt ut labore accumsan vestibulum, porttitor in, et dolore magna aliquyam dictum ac, elit. Morbi gravida nisi sed erat, sed diam voluptua. diam. Fusce egestas tristique velit. Curabitur lobortis massa sed augue. Aenean a quam ac velit laciniavulputate. Nullam dignissim leo in eros.Examples Lorem ipsum dolor sit amet, Our customers ...help people save consetetur sadipscing elitr, sed diam nonumy eirmod shop smart ... money so they tempor invidunt ut labore et dolore magna aliquyam can live better. erat, sed diam voluptua. Our Look and Feel Internal Corporate Communications 6.1
  52. 52. Applying the Half-Spark Graphic:Inspired PeopleThe half-spark graphic can be used toillustrate the idea of smart customersand inspired associates. In order tomaintain consistency in the way thisgraphic is used, please follow theinstructions on the following pages.Silhouetted figuresLifestyle imagery Our Look and Feel Internal Corporate Communications 6.2
  53. 53. Applying the Half-Spark Graphic:Inspired People (continued)When locking up the half-spark to aperson, special care has to be taken for itto look appropriately proportioned andpositioned.Half-sparkTo avoid looking like a person iswearing a crown, the spark shouldbe angled as shown. 10º -10ºHalf-spark proportion Close-ups Full Body• To measure the appropriate size of a half-spark for close up images, measure the rough Center Center height of the persons face. 4 middle spokes should fit right on top of each other. For a full figure image, 1-1/3 spokes X 2/3 x should fit. 1/3 x• When positioning the half- spark, align the inner end of the raised (angled) spoke to the center line.• For close-ups, there should be a distance of a spoke away from top of the head to the bottom of the middle spoke. For full body images, the distance should be 2/3 of a spoke measured to the bottom of the middle spoke.Half-spark direction Left side Right sideThe half-spark can be placedon either side of the centerline. Use the angle that worksbest for the image beingused. Our Look and Feel Internal Corporate Communications 6.3
  54. 54. Applying the Half-Spark Graphic:Inspired People (continued)Here are some images with and withoutthe proportion measurements, for yourreference. Take note that the half-sparkshould just be used on one figure in anygiven composition.Examples (continued) Half-spark on images Half-spark on images with measurement Our Look and Feel Internal Corporate Communications 6.4
  55. 55. Applying Talkboxes . . . Shopping thats quick and easy. The talkbox lets us reach out to our customers, associates, and communities in an even more personal way.
  56. 56. Talkboxes AttributesAcceptable outlined Walmart medium blue Walmart orange (or PANTONE® 285 C) (or PANTONE® 166 CVC)talkbox colors C:89 M:43 Y:0 K:0 C:0 M:64 Y100 K:0 R:26 G:117 B:207 R:244 G:123 B:32Use only approved, outlinedtalkbox colors on the right side.Do not use different filled colorsother than white. Walmart dark blue Walmart yellow (or PANTONE® 287 C) (or PANTONE® 1235 C) C:100 M:68 Y:0 K:12 C:0 M:29 Y:91 K:0 R:0 G:56 B:150 R:253 G:187 B:48 Walmart light blue Walmart light green (or PANTONE® 284 C) (or PANTONE® 368 C) C:55 M:19 Y:0 K:0 C:57 M:0 Y:100 K:0 R:108 G:171 B:231 R:97 G:191 B:26 Walmart dark green (or PANTONE® 364 C) C:65 M:0 Y:100 K:42 R:51 G:115 B:33Clear space x x x x x Our Look and Feel 7.0
  57. 57. Applying TalkboxesTalkboxes sizeThe tail should be 20% of the shortestlength of the talkbox. It may be flushedleft or right, but it should alwaysappear at a 45-degree angle. x corner radius = 0. Weight = 1.5pt corner radius = 0.1 45o angle .20x Weight = 1.5ptOn the Grid 7The size of the talkbox is flexibleas long as it remains in theincrement of 0.5”. The minimum 6size of a talkbox is 0.5” x .05”.Border weight 5The border weight should be 1-1.5pt., depending on the size of thetalkbox. 4Corner radiusThe corner of the talkboxes 3should always have a 0.1" radius(as shown in close up below).This radius should be maintainedproportionately throughout 2variations in the talkboxdimensions. 1 corner radius = 0. Weight = 1.5pt 0 0 1 2 3 4 5 6 7 smallest dimension is smallest dimension is smallest dimension is smallest dimension is smallest dimension is smallest dimension is smallest dimension is 0” to 1”: 1” to 2”: 2” to 3”: 3” to 4”: 4” to 5”: 5” to 6”: 6” and larger: corner radius = 0.1” corner radius = 0.2” corner radius = 0.3” corner radius = 0.4” corner radius = 0.5” corner radius = 0.6” corner radius = 0.7” corner radius = 0. Weight = 1.5pt Our Look and Feel 7.1

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