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Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
Walmart brand guidelines
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Walmart brand guidelines

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  • 1. WalmartBrand GuidelinesWalmartBrand Guidelines
  • 2. Table 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 Companys 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) 277-7859BRANDCEN86@wal-mart.com
  • 3. Our BrandThe Walmart Brand Positioning
  • 4. Our Brand 1.0Effective communications? They’rejust not possible unless you knowwho you’re talking to.Who is Our CustomerSam Walton once said: "There is only one boss.The customer. And he can fire everybody inthe company from 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 different from 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 somethings, means being able to enjoy themoments that make life special.Our customers.Our boss.
  • 5. Our Brand 1.1Price-Value ShoppersSay “hi” to Our Price-Value ShoppersThey’ll smile at you because they knowthat you’re working to save themmoney on their everyday needs. Theyappreciate that and are loyal to usbecause we help them live better withwhat they can save by shopping atWalmart. You’ll find them mostly in ruralareas, enjoying the simple things in lifewhile providing for their families withessentials at prices they can afford.We’re as much a part of their lives asany town gathering spot, where friendsrun into friends and families go to findgreat values.Walmarthelps mypaycheckgo furtherbecauseI can geteverything Ineed at thebest prices.I want ...Everyday needsAt ...Unbeatable pricesIn a store with ...Easy, convenientshopping
  • 6. Walmart helps me savemoney on the basics so I haveto spend on the brandsthat are important to me.Our Brand 1.2Brand-Aspirational ShoppersSay “hi” to Our Brand-Aspirational ShoppersLike the price-value shoppers, they’reon a budget so they have to be smartabout how they spend their money.But unlike the price-value shoppers,they live mostly in urban and suburbanareas. They love brands and have theirfavorites, from the jeans they wear tothe TVs they watch. For them, brandsare so much a measure of their successthat they’ll spend less on some thingsto be able to enjoy the status and prideof owning the right brands. They lookto Walmart for the brands they trust atprices they can afford.I want ...Brands I trustAt ...Unbeatable pricesIn a store with ...Easy, convenientshopping
  • 7. Our Brand 1.3Price-Sensitive Affluent ShoppersSay “hi” to Our Price-Sensitive Affluent ShoppersWaste money? Not these shoppers,even though money isn’t as tightfor them as it is for the price-valueor brand-aspirational shoppers. Tothe price-sensitive affluent shopper,spending more than they have todoesn’t demonstrate affluence, itdemonstrates foolhardiness. Theyresearch purchases to make sure they’regetting the best value possible. Likeall our customers, they’re smart. Theyknow they can shop anywhere, but theyshop at Walmart for quality productsat unbeatable prices. They enjoy theiraffluence and plan on keeping it.Walmart helps them do just that.I’m 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
  • 8. Our Brand 1.4Brands exist in the mindThe Walmart brandidentity is the completealignment of whatcustomers see, hear,read, experience, andthink about Walmartproducts and services.QualityproductsCommunityrelationsEasyshoppingCustomerserviceDistributionchannelsCommunicationspracticesCulturePublicrelationsFinancialperformanceSafetypoliciesUnbeatablepricesWhat is Our Brand Identity?The Walmart brand identity is like a greatpair of jeans: a perfect fit, comfortable forour customers, associates and suppliers. Itprojects a relaxed and friendly image. Welove wearing it every day. And it’s very,very strong.We convey our brand identity throughevery form of communication andexperience. Through the productswe sell, how we look, how we act,and what we say. Everything we dohas a direct impact on how the worldperceives us. It’s crucial that theexperience our customers have withour brand be the best possible, fromour promise to deliver on low prices,to the quality of the products we sell,from the cleanliness and design of ourstores, to the smiles and helpfulnessof our associates.Brands are built over time. And overtime, we’ll measure our brand’ssuccess by the alignment of thecommunications and experiencespeople have with our brand.Knowledgeableassociates
  • 9. Our Brand 1.5Our company’s purpose is ourreason for being:It drives all our business decisions and actions.It’s the guiding philosophy we communicatewith pride, both internally and externally.Our Companys PurposeSaving people moneyso they can live better
  • 10. Our Brand 1.6Our positioningWalmart’s brand positioningexpresses the benefit we deliverto the marketplace. All of ourcommunications and actions mustsupport our brand positioning.For price-sensitive shoppers,Walmart is the retailer that helpsthem feel “smart” and live betterbecause only Walmart deliversunbeatable prices on the brandsthey trust, in an easy, fast,one-stop shopping experience.Our brand characterServant leadership has long beenthe core character of Walmart.Sam Walton built Walmart’s successon committing the company’sstrength to helping lower the costof living for our customers.Our commitmentSaving people money so they canlive better has made us the mostsuccessful retailer in the world.Continuing this success means weall have to deliver:“Servant Leader”committed to savingpeople money sothey can live better.Our Positioning, Brand Character,and CommitmentEasyshoppingClean, fast,friendlyQualityproductsHow we growUnbeatablepricesWhy we exist
  • 11. Our Brand 1.7CaringRealInnovativeStraightforwardPositiveWe’re caring … not cold. We welcome families with our hometown warmth andexclude no one — we welcome everyone through our doors. We care about our localcommunities and are compassionate toward the people in them. We’re helpful andvery engaged. Our customers trust us; we work hard at never letting them down.We’re real … not phony. Down-to-earth and approachable? It’s the spirit of the10-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 aroundand have fun, but we take customer satisfaction seriously. Always.Our Brand Personality TraitsIts our job — all of us as keepers of thebrand — to make sure that all of ourcommunications are consistent withthe following brand personality traits.At the very least, its up to each of usto ensure that our communications donot conflict with the traits.Think of a friend or family member.Now pick five words that best sum uphis or her personality. Those are the“personality traits” you’ve assignedthat person. Our brand personalitytraits describe how we want ourcustomers to perceive our company.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 innovatein smart ways to make our customers’ lives better by improving their shoppingexperience. High style? No, thanks. Smart? Of course.We’re straightforward … not complicated. Simple. Upfront with our customers,suppliers, and fellow associates. No hidden agendas, no ulterior motives. Whatthey see is what they get, and what they get are products, services, and brandsthey need — at prices they can feel good about.Were positive... not pessimistic. We look at problems as opportunities and seesetbacks as learning experiences. Our optimism is contagious, motivating suppliersand building customer confidence. Because were positive, we believe in and help ourcustomers achieve their dreams of a better life.
  • 12. 2.0Internal Corporate CommunicationsOur Look and FeelA Guide to a Comprehensive Visual System
  • 13. 2.0Our Look and FeelOur Look and FeelA comprehensive visual systemIn keeping with our updated brandapproach, we’ve created a complete setof design guidelines. These guidelinesare intended to ensure consistency overjust about every instance of customercontact. How? By building a deeperand more emotional connection to ourcustomer. It’s subtle, yet so tangiblewhen executed properly.That’s why it’s our duty as keepers ofthe brand (raising your right hand yet?)to protect, support, and communicateour brand clearly and consistently ineverything we say and do. Do this andthe strong, positive perceptions created willdrive customers to our stores.The core design elements are the essentialvisual elements of our brand — the Walmartlogo, typefaces, color palettes, imagery, andgraphics — and are the starting point forany Walmart communication.E-mailsignatureOur coreidentityInternalcommunicationsVisualsPowerPointpresentationStationeryOur logoColorTypography
  • 14. 2.0Internal Corporate Communications 2.0Our Core IdentityOur Look and FeelWalmart 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:We 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: WalmartPrevious identity and logo New identity and logoCorporate or InternationalU.S. Retail Stores2.1
  • 15. 2.2Logo SpecificationsNever redraw or alter the logo, including the placement and size• relationship of its letter or spark symbol. Doing so weakens our identityUse authorized artwork from walmartbrandcenter.com/look_logos.aspx• 3/4"Clear spaceAlways maintain clear space around the• Walmart signature to protect thelogo from distracting graphicsor typography.For the signature, measure clear space• by the height of the “r” in Walmart forvertical 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 orthe symbol.Minimum sizeThe Walmart signature reproduceswell at almost any size. Going toosmall, however, can damage thelogo’s integrity – and effectiveness.So please never reproduce thesignature:...smaller than 3/4" wide,measured from the “W”to the right side edge ofthe spark....smaller than 1/8" wide,measured from one edgeof the spark to the other.1/8"Our Look and Feel
  • 16. 2.3Logo Specifications (cont.)Logo colorWhen the logo appears on awhite background, use ourprimary, authorized Walmartmedium blue (PANTONE® 285 C).Alternative color backgroundsOur primary, authorized Walmart• medium blue (PANTONE® 285 C) ispreferred when you need a bluebackground. When using blue as abackground, reverse out the logo.When the Walmart logo is used on• a color background that is in equalvalue or brighter than PANTONE®285C, reverse the logo out to whiteOur two other blues (PANTONE®• 287 C and PANTONE® 284 C) areacceptable if necessary, thoughNOT preferred. They may be usedin restricted instances, such as inmaterials for services, for example.The 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.Walmart medium blue(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Walmart dark blue(or PANTONE® 287 C)C:100 M:68 Y:0 K:12R:0 G:56 B:150Walmart medium blue(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Walmart light blue(or PANTONE® 284 C)C:55 M:19 Y:0 K:0R:108 G:171 B:231Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48Our Look and Feel
  • 17. 2.0Internal Corporate Communications 2.4Logo with Retail Tagline SpecificationsTaglines are an integral part of conveyinga brand image. To maximize its impactand to preserve its unique status, please:Never use it alone or linked to a productor service. Dont change the lockup(how it’s positioned with our logo).And, maybe less obvious but just asimportant: never recreate the combinedlogo and tagline art; use only authorized,original art.The different rules on how our taglineshould be used appear below. Please,never ever create taglines and, of course,dont use any tagline other than ourauthorized tagline in any advertisingor marketing materials.For authorized, original artwork for theapproved logo and tagline lockup, go to:walmartbrandcenter.com/look_logos.aspxTagline clear spaceAlways maintain clear space around• the Walmart signature to protect thelogo from distracting graphicsor typography.For the signature, measure clear• space by the height of the “r” inWalmart for vertical space, and thewidth 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 orthe 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.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’vecreated. You’ll find it easier toread and reproduce.1-1/4"1-7/8"Our Look and Feel
  • 18. 2.0Internal Corporate Communications 2.5Logo with Retail Tagline Specifications(cont.)Using the logo and tagline ona color backgroundLogo with tagline colorColor use for the logo with taglinelockup follow the same ones as those forthe signature used without the tagline.Refer to page 2.2.Our Look and Feel
  • 19. 2.0Internal Corporate Communications 2.6Using the Purpose StatementHorizontal format clearspaceAlways maintain clear space around• the "Saving people money so theycan live better" purpose statement,to protect it from distractinggraphics 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 orthe symbol.Minimum sizeNever reproduce the tagline smallerthan 1" wide, measured from the "S" tothe 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(measured from “S” to the right sideedge of the "r" in "better").1-7/8"1"Using the tagline with half-spark on a color backgroundThe preferred is in Walmartmiddle blue with a Walmart yellowpurpose statement. The purposestatement can also be used in whiteon Walmart middle blue.Walmart medium blue(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.r rrrOur Look and Feel
  • 20. 2.0Internal Corporate Communications 2.7Incorrect uses of the Purpose StatementDo not use yellow on white.Do not use two colors to split thepurpose statement.The tagline should not bereversed out of seasonal colors.The tagline should not bereversed out of any other colors.Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.Saving people moneyso they can live better.Our Look and Feel
  • 21. 2.8Using the Retail Tagline without the LogoTagline Clear SpaceAlways maintain clear space around• the "Save money. Live better."tagline to protect it from distractinggraphics 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 thewidth of the ”r” for horizontal.Never allow typography or other • elements to “invade” the signatureor the symbol.Minimum sizeThe Walmart tagline reproduces wellat almost any size. Going too small,however, can damage the taglinesintegrity – and effectiveness. Soplease: Never reproduce the taglinesmaller than 3/4" wide, measured fromthe "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 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.1-7/8" 11/16"Our Look and Feel
  • 22. 2.9Walmart medium blue(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Using the tagline on colorbackgroundThe preferred version of our taglineused solo is in Walmart yellow, on aWalmart medium blue background.Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R: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:0R: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 outUsing the Retail Tagline without the Logo(continued)Our Look and Feel
  • 23. 2.10Using the Retail Tagline with the Half-sparkHorizontal format clearspaceAlways maintain clear space around• the "Save money. Live better." taglinewith the half-spark, to protect it fromdistracting graphics or typography.Measure clear space by the height of• the “L” in "Live" for vertical space, andits width for horizontal.Never allow typography or other • elements to “invade” the signature orthe symbol.Minimum sizeNever reproduce the tagline smallerthan 3/4" wide, measured from the "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(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.1-7/8" 11/16"3/4" 3/8"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(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48Our Look and Feel
  • 24. 2.11Incorrect Uses of the Retail TaglineDo not use yellow on white.Do not use two colors tosplit the tagline.The tagline should only bereversed out of holiday colors.The half-spark should only appearin blue, yellow, or white knockedout of blue.The 2-color version shouldalways show the tagline inwhite and the half-spark inyellow — never both.The half-spark shouldnot be used withholiday colors.Our Look and Feel
  • 25. 2.0Internal Corporate Communications 2.12Standard stackedHorizontalx1/3 x2/3 xServiceDepartmentx 2/3 x1/3 X 1/2 XUsing the Logo withInternal Department NamesLocked-up type treatments letdepartments identify themselves inways that are consistent with theWalmart brand. Below are acceptableexamples of how to lock up departmentnames to our Walmart logo, as well ashow to separate the artwork.Need a department type treatment lockup?E-mail the Brand Center atBRANDCEN86@wal-mart.comWalmart medium blue(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48DepartmentTitleSmart NetworkOur Look and Feel
  • 26. 2.0Internal Corporate Communications 2.13Examples of Department Type TreatmentsThe lockups below are examplesof existing approved artwork.To find authorized, original artwork for yourdepartment, please e-mail the Brand Centerat BRANDCEN86@wal-mart.comMarketingLogisticsFinancial ServicesHuman ResourcesMerchandisingOur Look and Feel
  • 27. 2.0Internal Corporate Communications 2.14Examples of Multi-line Department NamesThe lockups below are examplesof existing, approved artwork.To find authorized, original artwork for yourdepartment, please e-mail the Brand Centerat BRANDCEN86@wal-mart.comGlobal ContinuousImprovementSupply ChainCenter of ExcellenceOur Look and Feel
  • 28. 2.0Internal Corporate Communications 2.15Horizontal2-line stackHorizontal3-line stackUsing the Logo with Multi-lineDepartment NamesSome departments have long namesthat require more than one line. Hereare guidelines about when to create amulti-line department name.Need a department type treatment lockup?E-mail the Brand Center atBRANDCEN86@wal-mart.comDepartment line lengthDepartment names should not exceed8 times the height (x) of the Walmartlogo it is being locked up to.In instances where the names "miss thecut," the character count should not bemore than 20, give or take.Stacked2- and 3-line stack12345678xx1/3 X1/3 X1/3 X2/3 X2/3 X2/3 XLorem Ipsum DolorSit AmetTetuer AdipiscingLorem Set Ipsum DolorSit AmetTetuer AdipiscingLorem Set IpsumDolor Sit AmetLorem Set IpsumDolor Sit AmetTenet Dolor Fro1/2 X1/3 X1/2 XxLorem Set IpsumDolor Sit AmetLorem Set IpsumDolor Sit AmetTenet Dolor Fro1/2 X1/3 Xx1/2 X1/3 X1/2 X1/2 X1/3 XLorem Ipsum DolorSit AmetTetuer AdipiscingOur Look and Feel
  • 29. 2.0Internal Corporate Communications 2.16Examples of DepartmentType Treatment ApplicationsOffice signsFirst Last Name One Team. One Dream.DepartmentDepartmentTitleDepartmentDepartmentBelow are acceptable examples ofhow to use type treatment lockupsto identify individual departments.T-shirtsFirst Last Name One Team. One Dream.DepartmentDepartmentTitleDepartmentDepartmentFront and back of hatsFirst Last Name One Team. One Dream.DepartmentDepartmentTitleDepartmentDepartmentOur Look and Feel
  • 30. 2.17Using the Logo with Retail Service NamesLocked-up type treatments let servicesidentify themselves in ways that areconsistent with the Walmart brand.Below are the three types of servicetype treatment lockups.Need a service type treatment lockup?E-mail the Brand Center atBRANDCEN86@wal-mart.comx1/3 x2/3 xx1/3 x2/3 x2/3 xxServiceDepartmentx2/3 xStandard stackedStandard stacked witha service titleHorizontal1/3 X 1/2 XWalmart medium blue(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48ServiceTitleSmart NetwServiceTitleSmart NetwOur Look and Feel
  • 31. 2.18Examples of Walmart RetailService Type TreatmentsBe sure the relationship of theservice to the Walmart logo isconsistent, whether on labcoats,uniforms, or patches. The lockupsbelow are examples of Walmartservice type treatments.To find authorized, original artwork for Walmartservice type treatments, go to:walmartbrandcenter.com/look_logo_service.aspxService typetreatmentsService typetreatments with titlesPharmacy Tire & Lube ExpressPhoto Vision CenterTire & Lube ExpressTechnicianVision CenterConsultantTire & Lube ExpressVision CenterTire & Lube ExpressTechnicianPharmacy Tire & Lube ExpressPhoto Vision CenterTire & Lube ExpressTechnicianVision CenterConsultantPharmacy TiPhotoTiVision CenterConsultantTire & Lube ExpressVision CenterTire & Lube ExpressTechnicianPharmacy TiPhotoTiVision CenterConsultantOur Look and Feel
  • 32. 2.19Examples of Walmart ServiceType Treatments in ApplicationsPharmacyPharmacistTire & Lube ExpressMechanicTire & Lube ExpressPharmacyPharmacistTire & Lube ExpressMechanicTire & Lube ExpressLab coatPatchThese are acceptable examples ofhow to lock up service names andtitles to the Walmart logo.Our Look and Feel
  • 33. 2.0Internal Corporate Communications 2.20Standard stackedHorizontalx1/3 x2/3 xCountryx 2/3 x1/3 X 1/2 XUsing the Logo with Country NamesLocked-up type treatments let countriesidentify themselves in ways that areconsistent with the Walmart brand.Below are acceptable examples ofhow to lock up country names to ourWalmart logo, as well as how toseparate the artwork.Need a country type treatment lockup?E-mail the Brand Center atBRANDCEN86@wal-mart.comWalmart medium blue(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48CountryOur Look and Feel
  • 34. 2.0Internal Corporate Communications 2.21Examples of Country Type TreatmentsThe lockups below are examplesof existing approved artwork.To find authorized, original artwork for yourcountry, please e-mail the Brand Centerat BRANDCEN86@wal-mart.comArgentinaAsiaCentroaméricaMéxicoPOCCOur Look and Feel
  • 35. 2.22Examples of CountryType Treatment ApplicationsOffice signsFirst Last Name One Team. One Dream.DepartmentCountryCountryCountryCountryBelow are acceptable examples ofhow to use type treatment lockupsto identify individual departments.T-shirtsFirst Last Name One Team. One Dream.DepartmentCountryTitleCountryCountryCountryFront and back of hatsFirst Last Name One Team. One Dream.DepartmentCountryTitleCountryCountryCountryOur Look and Feel
  • 36. CentroaméricaSupply ChainCenter of ExcellenceArgentinaGlobal ContinuousImprovement2.23Using the Logo Country Namesand Multi-line Department NamesNeed a Country type treatment lockup?E-mail the Brand Center atBRANDCEN86@wal-mart.comThe lockups below are examplesof existing, approved artwork.CountryCountryDepartment NameDepartment NameOur Look and Feel
  • 37. 2.24Discontinue using the Walmart• logo/tagline treatments belowDiscontinue using any other• Walmart logo/tagline treatmentsnot approved or shown on page 2.1We realize it’s like saying goodbye toan old friend, but we’re not. We’resaying “Hi!” to a friend who’s enjoying aprofessional makeover.Discontinued Logo/Tagline TreatmentsDo not use the Walmart Always Low Prices, Always logo.Do not use the Walmart Supercenter logo.Do not create variations for the Walmart logo.Do not lockup the Walmart logo with International.By discontinuing the use of non-approved logo/tagline treatments,we simplify our current identitysystem. What does this mean for us?A smoother, faster, easier transitionto our new brand.Save money.SMSave money. Live better.Save money.SMSave money. Live better.Save money.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 of "Walmart."Lorem Ipsum Dolor SitX1/2 XX10X21 CharactersLorem Ipsum Dolor Sit 21 CharactersUt Rutrum NuncVitaen 21 Charactersy RelationsContinuousement25%SMSave money. Live better.InternationalOur Look and Feel
  • 38. Internal Corporate CommunicationsWalmartSave money.Live better.2.25Incorrect use of the LogoDo not apply any one color (even if part of 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 of the logo, even inMyriad Pro.Do not use the logo without the spark.Do not rearrange any elements of the logo.Do not raise the spark.Do not assign arbitrary colors to any part of 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 of the spark.The 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:Our Look and Feel
  • 39. Our Primary Color PaletteConsistent use of color is oneof the easiest — and mosteffective — ways to breakthrough marketing clutter. Torise above the noise. To be avisible needle in a haystack ofcompeting communications.Why blue?Blue is an integral part of theWalmart visual identity. It’salso the most popular colorof the spectrum and suggestsauthority, dignity, security,stability, heritage, and trust.Blue also communicatesimage attributes like friendly,approachable, reliable, andtrustworthy. Makes a lot ofsense, doesn’t it? All veryWalmart.Certain shades of bluecan suggest differentbut complementary andappealing traits. Darkerblues? Tradition and quality.Brighter blues? Innovation ortechnology.Blue can also signal "fresh”and 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,it’s important that weleverage it in all our brandcommunications. Think blue.
  • 40. 3.0Our 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.With rare exception, use only• authorized Walmart medium blue(PANTONE® 285 C) for the logoPlease emphasize the use of Walmart• medium blue (PANTONE 285® C) andWalmart light blue (PANTONE® 284 C)for full fields of color in marketingcommunicationsOur 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.One word on colormatching: PANTONE®Color matching is crucial to thesuccess of any print project. Whilevisual differences in printing can’t beeliminated completely, they canbe minimized. Remember:Walmart dark blue(or PANTONE® 287 C)C:100 M:68 Y:0 K:12R:0 G:56 B:150Walmart medium blue(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Walmart light blue(or PANTONE® 284 C)C:55 M:19 Y:0 K:0R:108 G:171 B:231Walmart whiteC:0 M:0 Y:0 K:0R:255 G:255 B:255Walmart orange(or PANTONE® 166 CVC)C:0 M:64 Y100 K:0R:244 G:123 B:32Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48The appearance of our brand colors• will differ from spot-color to a four-color processThere will be slight color variances • when printing on different paper stocksAlways minimize visual differences• by matching to PANTONE® color swatchesOur Core ColorsAsk the printer to adjust the• four-color process formula 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:26Walmart dark green(or PANTONE® 364 C)C:65 M:0 Y:100 K:42R:51 G:115 B:33Our Look and Feel
  • 41. 3.1Use the pie chart below to guide you in balancing core andhighlight colors in Walmart–branded materials.Color balanceUse our core colors for a• consistent platform that allowsother design elementsCase by case, color ratio depends• on the individual applicationUse the ratio pie chart to the right• to make sure you’re balancing ourcolors 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.Color RatioOur Look and Feel
  • 42. Our TypefaceWhen used correctly,typography can conveyimage and feeling every bitas much — and sometimesmore — than simple graphics.We’ve selected a type familythat gives Walmart a friendly,warm, and real voice:Myriad Pro.Qualities of Myriad ProMyriad Pro says“approachable” and“straightforward” and is easyto read. (You’re reading it now.Nice, isn’t it?)A humanistic sans-seriftypeface, Myriad Pro’sgreat for retailing andcommunicating “low prices.”Compared to similartypefaces, Myriad Pro is aneasier read, conveys warmth,and aligns nicely with theWalmart brand.abcdefghijklmnopqrstuvwxyzBCDEFGHIJKLMOPQRSTUVWXYZ1234567890
  • 43. 4.0Myriad ProabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890Myriad ProMyriad Pro is our primary typeface• Myriad Pro should be used in all• communication materialsUse type size and weight to establish• a clear hierarchy of informationDo not substitute any other typeface• for Myriad ProFor desktopUse Arial for desktop applications in anongraphic artwork environment suchas Microsoft Word and PowerPoint. UseMyriad Pro for graphics, buttons andbanners in Web portals, microsites, andother desktop-based environments.To purchase our authorized fonts, go to:adobe.com/type/browser/P/P_1706.htmlOur Look and Feel
  • 44. 4.1Typographic StyleAn easy way to add personality to allcommunications is through the use oftypography. Use typeface, type size,and type weight wisely to establish aclear hierarchy of information. You’ll beamazed at the results you can get.The chart below demonstrates a rangeof weights of Myriad Pro that may beapplied to Walmart–branded materials.Type selections should always be:Relevant to the particular mood• or emotion desiredSupportive of selected brand• or product imagery 123 abc ABC 123 abc ABC 123 abc ABC123 abc ABCMyriad Pro LightMyriad Pro Light is approachable andhuman. Use of this lighter weight isalso appropriate when a more fashion-forward or “feminine” voice is needed.It also works really well on largeheaders in print applications andcan often add an air of formality tocopy in, for example, tribute ads.Myriad Pro RegularMyriad Pro Regular is a friendly,functional sans serif typefacethat works well across all mediaand applications.It’s effective when used with largeamounts of text reversed out towhite or with solids and imagery.Myriad Pro BoldMyriad Pro Bold is ideal for headlinesand subheads. It also adds “oomph”when you need to place specialemphasis on a particular word.Myriad Pro Bold also works wellwhen a more basic and practicalvoice is needed, such as insignage for departments likeTLE, Tire and Lube Express.Myriad Pro ItalicMyriad Pro Italic is used much lessoften than its siblings Myriad Pro Light,Regular, and Bold. Use Myriad Pro Italicwhen referring to book, movie, or musictitles, to add a more subtle emphasisthan would be achieved with Myriad ProBold, and with great care for any otheruse. It’s a workable alternativefor instances where a script fontmight be desired. It also canimpart a more “feminine” feelthan Bold or Regular, similar toMyriad Pro Light.Our Look and Feel
  • 45. • Do always set type in a combination of uppercase and lowercase• Do use only approved colors, or colors that are easily read in type• Do use only the approved Walmart typefaces• Do avoid using all uppercase; we dont want to shoutDos and Don’ts of typeface usage:Using Type EffectivelyThink of the most powerful brands youknow. Now think of how identifiabletheir typography and branding elementsare. On a billboard? Glimpsed throughthe corner of your eye on someone’sdesk? Seen on a sign as you walk pasta display at your local Walmart? Wesee the brands even before we readthe message.Sticking to the approved familiesof Myriad Pro exclusively gives us,over time, ownership of the look andfeel the typeface contributes to ourbranding efforts.Developing creative for Walmart?Whether you’re a graphic designer orworking with one, using Myriad Prois the hallmark of a true brandchampion. Download the approvedWalmart core typeface at:http://www.adobe.com/type/browser/P/P_1706.htmlNot working on a graphic (e.g., buttonsand banners)? Please use Arial for non-graphic desktop applications.• Don’t use special effects, such as drop shadow, that compromise legibility• Don’t change kerning (space between letters) when setting headlines or body copy• Don’t distort the typefaces (e.g., expand, condense, or modify the letterforms)• 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.Our Core IdentityHeadline Goes HereHeadline goes here.Saving people money sothey can live betterSAVING PEOPLE MONEY SOTHEY CAN LIVE BETTERPreferred casingUppercase and lowercase styling inheadlines and call outs support ourbrand warmth and friendliness.Please do not use Myriad in alluppercase. It’s a form of shouting onboth paper and screen.Always be consistent in thetypographic style you use for aparticular Walmart service or businessunit. It’s the best way to create, overtime, a distinctive and recognizablevoice for Walmart.4.2Our Look and Feel
  • 46. Applying the FullSpark GraphicApplying the FullSpark GraphicWant to draw attention toa really bright idea? Place aspark in front of it. A little“oomph” at the end of asmart statement? Spark.The spark is our graphicalshorthand for “Hey, here’ssomething pretty smart.Think about it.”It should always be shown inWalmart yellow, Pantone 1235.Be sure to size it appropriatelyfor your layout and medium,and center it on the copybaseline.
  • 47. 5.0What color should thespark be?Our primary, authorized Walmartyellow (PANTONE® 1235 C) sparkis preferred.Brand approval is required if youneed to use a different spark colorother than PANTONE® 1235 C.Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48Do 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.Spark in ColorOur Look and Feel
  • 48. 2.0Internal Corporate Communications 5.1SmartElectronics deptFreshIn theProduce deptCorporate signageThe Full Spark in ActionTV screenStore signageMealst Meats Dairy& LubeYourselfOutdoor LivingCelebrate!n CenterHere are just a few of the ways you mightuse the full spark to emphasize somethingsmart.Our Look and Feel
  • 49. Internal Corporate CommunicationsApplying theHalf-Spark GraphicThe half-spark denotesbright ideas. It appearsjust above a line of copy,a product, or a personto convey inspiration. Becareful not to overusethe half-spark graphic(it’s easy to do this.We’ve been there.) Likeanything, overuse it andit loses its uniqueness.
  • 50. Internal Corporate Communications 6.0How to lock up half-sparkto productThe size of the half-spark should• match the size of the straightspoke taking up 1/3 the height ofthe product.The distance between the half-• spark and the product is theheight of one spoke, measuredfrom the bottom of the middlespoke to the top of the product.When locked up to products, the• spark should be visually centeredhorizontally and always beperpendicular, not at an angle.ExamplesApplying the Half-Spark Graphic:Inspired ProductsWhen applying the half-spark graphicto denote smart product selections,its important to do so correctly andconsistently. Follow the guides below.Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48y soetterLorem ipsum dolor sit amet,consetetur sadipscing elitr,sed diam nonumy eirmodtempor invidunt ut laboreet dolore magna aliquyamerat, sed diam voluptua.What color should thespark be?Our primary, authorized Walmartyellow (PANTONE® 1235 C) sparkis preferred.Brand approval is required if youneed to use a different spark colorother than PANTONE® 1235 C.Half-Spark in ColorOur Look and Feel
  • 51. Internal Corporate Communications 6.1How to lock up half-sparkto ideasFor 1-2 liners, the height of the• half-spark should be two timesthe cap height of the type.For 3 to 5 liners, the half-spark• should be three times thecap height of the type.For 5 lines and more, the half-• spark should be 5 times the capheight of the type.The distance between the half-• spark and the copy should be theheight of one spoke, measuredfrom the bottom of the middlespoke to the cap height of the type.ExamplesApplying the Half-Spark Graphic:Inspiring Ideasxxx3x5x2xLorem ipsum dolorsit amet, consecteturLorem ipsum dsit amet, consecadipiscing eliLorem ipsum dolorsit amet, consecteturLorem ipsum dolorsit amet, consecteturadipiscing elit.Lorem ipsum dolor sconsectetur adipiscinglaoreet lobortis felis. Inconsectetur augue. Aeneaaccumsan vestibulum, pdictum ac, elit. Morbi gradiam. Fusce egestas trisCurabitur lobortis massaAenean a quam ac vevulputate. Nullam dignissi...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 aliquyamerat, sed diam voluptua.Lorem ipsum dolor sit amet,consectetur adipiscing elit. Integerlaoreet lobortis felis. In aliquamconsectetur augue. Aenean nisl magna,accumsan vestibulum, porttitor in,dictum ac, elit. Morbi gravida nisi seddiam. Fusce egestas tristique velit.Curabitur lobortis massa sed augue.Aenean a quam ac velit laciniavulputate. Nullam dignissim leo in eros.Lorem ipsum dolor sit amet,consetetur sadipscing elitr,sed diam nonumy eirmodtempor invidunt ut laboreet dolore magna aliquyamerat, sed diam voluptua.The half-spark graphic can be usedwith text to communicate smart ideas.Different type sizes and number oflines call for different proportionalrelationships with the spark.Our Look and Feel
  • 52. Internal Corporate Communications 6.2Applying the Half-Spark Graphic:Inspired PeopleSilhouetted figuresLifestyle imageryThe 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.Our Look and Feel
  • 53. Internal Corporate Communications 6.3Applying 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.-10º10ºHalf-sparkTo avoid looking like a person iswearing a crown, the spark shouldbe angled as shown.Center CenterXHalf-spark proportionTo measure the appropriate• size of a half-spark for close upimages, measure the roughheight of the persons face. 4middle spokes should fit righton top of each other. For afull figure image, 1-1/3 spokesshould fit.When positioning the half-• spark, align the inner end ofthe raised (angled) spoke tothe center line.For close-ups, there should• be a distance of a spokeaway from top of the headto the bottom of the middlespoke. For full body images,the distance should be 2/3of a spoke measured to thebottom of the middle spoke.Half-spark directionThe half-spark can be placedon either side of the centerline. Use the angle that worksbest for the image beingused.Left sideClose-upsRight sideFull Body2/3 x1/3 xOur Look and Feel
  • 54. Internal Corporate Communications 6.4Applying the Half-Spark Graphic:Inspired People (continued)Half-spark on imageswith measurementExamples (continued) Half-spark on imagesHere 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.Our Look and Feel
  • 55. Applying TalkboxesThe talkbox lets usreach out to ourcustomers, associates,and communities inan even morepersonal way.. . . Shoppingthats quickand easy.
  • 56. 7.0Acceptable outlinedtalkbox colorsUse only approved, outlinedtalkbox colors on the right side.Do not use different filled colorsother than white.Walmart medium blue(or PANTONE® 285 C)C:89 M:43 Y:0 K:0R:26 G:117 B:207Walmart dark blue(or PANTONE® 287 C)C:100 M:68 Y:0 K:12R:0 G:56 B:150Walmart light blue(or PANTONE® 284 C)C:55 M:19 Y:0 K:0R:108 G:171 B:231Walmart orange(or PANTONE® 166 CVC)C:0 M:64 Y100 K:0R:244 G:123 B:32Walmart yellow(or PANTONE® 1235 C)C:0 M:29 Y:91 K:0R:253 G:187 B:48Walmart light green(or PANTONE® 368 C)C:57 M:0 Y:100 K:0R:97 G:191 B:26Walmart dark green(or PANTONE® 364 C)C:65 M:0 Y:100 K:42R:51 G:115 B:33Clear spacexxxxxTalkboxes AttributesOur Look and Feel
  • 57. 7.1corner radius = 0.1Weight = 1.5ptOn the GridThe size of the talkbox is flexibleas long as it remains in theincrement of 0.5”. The minimumsize of a talkbox is 0.5” x .05”.Border weightThe border weight should be 1-1.5pt., depending on the size of thetalkbox.Corner radiusThe corner of the talkboxesshould always have a 0.1" radius(as shown in close up below).This radius should be maintainedproportionately throughoutvariations in the talkboxdimensions.corner radius = 0.Weight = 1.5ptx.20x45oangleTalkboxes 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.Applying Talkboxescorner radius = 0.Weight = 1.5ptcorner radius = 0.Weight = 1.5ptsmallest dimension is0”to 1”:corner radius = 0.1”0 1 2 3 4 5 6 701234567smallest dimension is1”to 2”:corner radius = 0.2”smallest dimension is2”to 3”:corner radius = 0.3”smallest dimension is3”to 4”:corner radius = 0.4”smallest dimension is4”to 5”:corner radius = 0.5”smallest dimension is5”to 6”:corner radius = 0.6”smallest dimension is6”and larger:corner radius = 0.7”Our Look and Feel
  • 58. 7.2Applying Talkboxes (Continued)• Do make sure you use the correct colorfor your talkbox outline. Approved talkboxoutline colors are on page 7.0. The interior oftalkboxes should always be white• Do use talkboxes to communicate helpfulinformation (e.g., “Tips” copy device)• Do use talkboxes to convey specialmessaging (e.g., “Think About This” copydevice)• Do use talkboxes when the speciallydesigned graphics for devices are notavailable• Do use them as speech containersattributed to an actual person• Do use them as speech containers whenWalmart 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 acopy tool• Do make the content of talkboxes highlyconversational. This is crucial. Talkboxesare people talking, whether a customer,an associate or Walmart as a family. Alwaysread the copy to your self and do the “realperson” check: Would someone actually saythis?Dos and Don’ts of talkbox usage:• Don’t use talkboxes as headline containers.Doing so is an exception• Don’t put quotes around speech containedin a talkbox. The talkbox is enough to indicatethat the speech contained is being said by agiven source• Don’t put pictures in talkboxes. People talkin words that paint pictures, but we don’ttalk in pictures. (It is, however, okay to bold oritalicize Myriad Pro as appropriate.)• Don’t point the talkbox tail in the directionof any inanimate objects. (Talking mashedpotatoes is just too creepy.) That’s whatheadlines and subheads are for• Don’t use any talkbox other than theapproved talkboxes pictured below. Roundedtalkboxes are not talkboxes; they’re speechbubbles and are not part of our branding• Don’t overuse talkboxes. Like the half- andfull-spark graphics, overuse robs them of theiruniqueness as a copy toolOur Look and Feel
  • 59. 7.3Examples of Talkbox UsageBrand bookletBrand bookI’m 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: savepeople money so they can live better. How?Deliver on a promise of Unbeatable priceson great products and leading brands withquick-and-easy, one-stop shopping. The bottom line for the average American family:savings of $2,300 a year. Now that’s 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.… shoppingthat’s quickand easy.... getting helpfulinformationand friendlyservice whenshe needs it.… enjoying quality,fresh groceriesandorganics.… Why would Ishop anywhereelse but Walmart?… finding greatbrands at thebest prices.... findinglife’severydayneedsunderone roof.... lookinggreat ona budget.… saving time andmoney so she’llhave more of eachto do with whatshe wants.| Our customers49Smart is ...Smart is the way customersfeel after shopping at Walmart.Shopping smart can meandifferent things to differentcustomers, but there are someimportant common elementsto“smart.”| Our customers48TBDNew ImageOur customerspride themselveson shoppingsmart.Our Look and Feel
  • 60. 2.0Internal Corporate Communications 2.0Internal Corporate Communications 2.0Internal Corporate CommunicationsPhotographic Creative DirectionGuide to Imagery Usage
  • 61. Photographic Creative Direction 8.0Photographic Creative DirectionKnowing and understanding our brand personality traits and how toapply them to our photographic art direction is what separates ourwork from others. By applying these five basic traits to our creativedirection well succeed in defining the Walmart brand.CaringRealInnovativeStraightforwardPositiveThink about what type of photography conveys caring best. It usually includessome human element to it or shows that someone took the time to do their best.We can elevate our work by caring for our subjects, lighting, styling, and everyaspect of our photographs. When we care enough to speak from the brand thecustomer will respond.We’re real...we strive to be unpretentious and authentic. Its not about being slick.We understand when a photograph feels staged or contrived and so do ourcustomers. Are your models interacting or just acting? If you ever need to give advicejust say "keep it real".We’re innovative...not complacent. We can be aspirational but never out of the graspof our core customers imagination. Forward-thinking but never trendy. Inventive? Yes.We innovate in smart ways. High style? No, its not our style. Fun, clever, and refreshing...its what makes us innovative.We’re straightforward...not complicated. Simple. Up-front. We have an important rolein defining the brand to our customers. Our photography can reflect this by not takingitself too seriously. If it takes a moment to understand its not straightforward enough.Because we’re positive about our customers, business, and products, correctlyselected imagery communicates the optimism of our brand. The lighting, smiles(natural smiles, of course – never forced), and a fresh feel are all elements that, whenproperly combined, are essential to capturing our upbeat nature.
  • 62. 2.0Internal Corporate CommunicationsPhotographic Creative DirectionLifestyle PeopleSupport the personality traits of the Walmart brand: Caring, Real,Innovative, Straighforward and Positive.8.1
  • 63. 2.0Internal Corporate CommunicationsPhotographic Creative DirectionLifestyle People (continued)Art DirectionPlace figures in real settings. Peopleshould be engaged with one anotheror if alone caught in the moment ofwhatever they are doing ... not posing forthe camera. These moments should feelreal. If people are looking into thecamera they should be making anemotional connection to the viewer.The person should emote a sense ofcaring, happiness, fun, playfulnessor contentment ... never too muchseriousness. They should interact withthe camera, environment, or product.Selective focus can be used to focuson the people and product letting thebackground and foreground becomesofter in focus.8.2
  • 64. 2.0Internal Corporate CommunicationsPhotographic Creative DirectionLifestyle People (continued)LightingNatural lighting is preferred. The useof heavy fill flash should be avoided.Lighting should be balanced withoutheavy shadows. When studio lightingis necessary it should look natural.8.3
  • 65. 2.0Internal Corporate CommunicationsPhotographic Creative DirectionLifestyle People (continued)StylingHair and makeup should have a naturalfeel. It should complement the personslook not detract from it. Heavy make-up and over-styled hair does not reflectour straightforward and real traits.Accessories should be age, gender,and lifestyle appropriate. Clothingshould look lived in but not dirty orrumpled. Avoid looking too pressed orperfectly styled. Props should be kept toa minimum as to not detract from thesetting. When used they shouldbe pulled from a Walmart productassortment (including walmart.com)if available. When pulling props fromoutside of our assortment keep it realand within the grasp of our customerslifestyle and aspirations.8.4
  • 66. 2.0Internal Corporate CommunicationsLifestyle People (continued)LocationReal locations are preferred. Theyshould reflect the demographics ofour core customer. Studio shots shouldlook like real settings. There can bePhotographic Creative Directionan aspirational aspect to the setting butnever out of the realistic grasp of ourcustomers imagination.8.5
  • 67. 2.0Internal Corporate CommunicationsSometimes there are subtle differencesbetween a correct image and anincorrect image. All the elements oflighting, styling, and location can becorrect but if the interaction betweenpeople or realness is missing it can resultin an off-brand photo. The followingdemonstrate more subtle examples ofwhat to avoid.Incorrect Lifestyle ImageryToo blurry. Keep subjects in focusDo not use overly styled photosPhotographic Creative DirectionDo not use overly “sexy” imagesDo not create dark and moody environments Overly sterile, lacking realness and warmthOverly posedComposition is overly complex and lacksemotional connection8.6
  • 68. 2.0Internal Corporate CommunicationsProductProduct is hero. All attention should be made to highlight productand have it support our brand personality.Photographic Creative Direction 8.7
  • 69. 2.0Internal Corporate CommunicationsProduct (continued)Art DirectionIf using natural setting add a humantouch to it. It should feel real. Try makingan emotional connection to the viewer.The figures should emote a sense ofcaring, happiness, fun, playfulness orcontentment ... never never too muchseriousness.Selective focus can be used to focuson the figure and product letting thebackground and foreground becomesofter in focus.LocationReal locations are preferred. They shouldreflect the demographics of our corecustomer. Studio shots should look likereal settings. There can be an aspirationalaspect to the setting but never out ofthe realistic grasp of our customersimagination.Photographic Creative Direction 8.8
  • 70. 2.0Internal Corporate CommunicationsProduct (continued)StylingProduct should have a straightforwardlook. Avoid over-styling the setting.Were neat and casual. Never too slick.Props should be kept to a minimum asto not detract from the actual product in"lifestyle" settings. Products can also beshot without context for silhouetted use.When used they should be pulled from aWalmart product assortment (includingwalmart.com) if available. When pullingprops from outside of our assortmentkeep it real and within the grasp of ourcustomers lifestyle and aspirations.LightingNatural lighting is preferred. The useof heavy fill flash should be avoided.Lighting should be balanced withoutheavy shadows. When studio lightingis necessary it should look natural.Photographic Creative Direction 8.9
  • 71. 2.0Internal Corporate CommunicationsPick the right images and you’ve foughthalf the battle in creating a successfulcommunication. Whether photographyor illustration, the right imagery willaccurately reflect the Walmart brandand deflect comparisons and confusionwith our competitors.Incorrect Product ImageryPhotographic Creative DirectionDo not place products in abstract environments Do not use overly saturated color filters Do not overly abstract or crop productsDo not create cliché compositions Do not use overly propped product imagery8.10
  • 72. 2.0Internal Corporate CommunicationsFoodFood should be fresh and inspiring. It should have that home cookedappeal and never feel out of the grasp of our customer.Photographic Creative Direction 8.11
  • 73. 2.0Internal Corporate CommunicationsFood (continued)Art DirectionPlace food items in real settings. Foodshould look fresh and natural. Do notover-style items. They should lookdelicious, appetizing, and healthy.Selective focus can be used to focus onthe product letting the background andforeground become softer in focus.LocationReal locations are preferred. They shouldreflect the demographics of our corecustomer. Studio shots should look likereal settings. There can be an aspirationalaspect to the setting but never out ofthe realistic grasp of our customersimagination.Photographic Creative Direction 8.12
  • 74. 2.0Internal Corporate CommunicationsFood (continued)Photographic Creative DirectionStylingProduct should look believable.As though it was made or presented bycaring hands. Avoid making food look likeit came from a fast food advertisement. Itshould look straightforward and real butcan have some aspirational aspect to it.Props should be lifestyle appropriate withour core customer. If figures are usedfollow our "lifestyle" guidelines. Avoidsettings looking too perfectly styled.Props should be kept to a minimum as tonot detract from the product. When usedthey should be pulled from a Walmartproduct assortment (including walmart.com) if available. When pulling propsfrom outside of our assortmentkeep it real and within the grasp of ourcustomers lifestyle and aspirations.LightingNatural lighting is preferred. It shouldemphasize the freshness of the food andmake dishes visually enticing.8.13
  • 75. 2.0Internal Corporate CommunicationsThe right imagery will accuratelyreflect the Walmart brand and deflectcomparisons and confusion with ourcompetitors. Always avoid images thatare overly styled, perfect, abstract,or cliché. The examples belowdemonstrate common mistakes madewhen developing food imagery.Incorrect Food ImageryOver-styled, not real Composition is generic and not enticing Beautiful photo but too high endrestaurant looking.Food not presented in a pleasant setting orconveying positive messageNot authentic. Looks too much like a menu item. Food presentation is overly ornatePhotographic Creative Direction 8.14
  • 76. 2.0Internal Corporate Communications 2.0Internal Corporate Communications 2.0Internal Corporate CommunicationsTone and VoiceA Guide to Writing in Walmart Style
  • 77. 9.0Tone and VoiceOur Tone and VoiceIt’s how we speak to people. Throughour signage. Through our advertising.Through our circular. Even throughour e-mails, presentations, and more.Through the language we use, our toneand voice provides the world with yetanother way of recognizing our brand.A very powerful way.A Guide toWriting inWalmart StyleParents say it all the time: “Don’t use thattone with me!” Customers say it, too, inmuch less direct ways. Usually, it’s byshopping somewhere else. Learning touse the right tone and voice will helpkeep them coming back. Here’s how.
  • 78. 9.1Tone and VoiceCommunicating in the Walmart Voice:The Role of Our Brand Personality TraitsKnowing 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, we’llcall the 5 traits by the acronym they form:So … say “hi” to CRISP:As you read through the before-and-afterexamples, you’ll be able to detect threads ofall our brand personality traits. Follow theseguidelines in your writing. All 5 traits will bethere, even if represented by just one word.CaringRealInnovativeStraightforwardPositive
  • 79. 9.2Tone and VoiceTrait #1: CaringThink of someone you care about.Now think how you would convey amessage to them. You’d be respectful.You’d think about how you can helpthem. You’d want them to trust youand know that you have their bestinterests at heart. Your message wouldexude warmth.Family-friendlyEngagedReliableHelpfulTrustworthyEthicalWelcomingPassionateCompassionateRespectfulHow to be caring:Write with empathy Look at your communication in terms of the other person.Make it obvious that we’ve done our homeworkAlways know what you’re talking about. It breeds trust and shows youcare enough to research.Show that we’re there for themInclude our phone number, mailing address, or e-mail address when appropriate.Be upbeat but never “cheeky”Avoid being glib, flippant, apathetic, or pretentious.Communicate with the utmost respect — alwaysEveryone deserves it.Be friendly, not familiarSmile at customers, but don’t put your arms around them.Offer helpful suggestionsWe all need tips on how best to use products or services.Be passionateIf it matters to our customers, associates, and suppliers, it matters to you.Ask questionsEven if they’re not meant to be answered. It engages the reader/listener.Keep the volume downAvoid uppercase and exclamation points!!!!Before:Your company can save money atWalmart Vision center on A2 eyewearfor the workplace. Let your employeeschoose from a wide variety of styleswhen you start a safety program withus that meets code.This approach tells you that yourcompany can save versus Walmartsaving money for you. “Let youremployees …” puts the onus on theemployer when the message should behelping the employer with a solution.After:At Walmart, we can save your companymoney with an integrated vision-safetyprogram. And we can do it with eyewearthat meets or exceeds your workplacerequirements. Our selection of A2 HighImpact Eyewear lets your employeeschoose the styles they like, so theydon’t mind wearing eye protection.The active approach tells the customerthat Walmart can save her companymoney (helpful, caring about thecustomer’s finances) with an integratedprogram (demonstrating attentivenessto her needs). “Our selection … lets youremployees choose” puts the choosingin the hands of the employees andpositions it as a benefit.Examples of the caring trait: before and after
  • 80. 9.3Tone and VoiceTrait #2: RealWe’re all just ordinary people servingpeople just like us. When you craft yourmessage, you want it to mirror youraudience. And our audience is everydaypeople. Think about how peoplespeak. Your communications shouldaccurately depict our personality traitwith simple, everyday words.Down-to-earthFriendlyGenuineFunHometownLocalUnpretentiousSelf-effacingHow to be real:Write conversationallyThe way people talk. Real people.Be friendly in your copyReal people like other real people. Show it in your tone.Never be phonyThere’s no place for hucksters at Walmart, so don’t write like one.Be sincere.Use words that average people understandUsing big words just to impress is pretentious.Be humbleBeing modest and self-effacing in addressing great achievements works best.We’re not braggarts.Sound approachableYour words should have an undertone of “I’m glad to see you.”Use humor – appropriatelyHumor engages, so use it occasionally to get a point across,but never at the expense of others.Before:Walmart supports the following IdahoPublic Television program aboutAmerican participation in World WarII. We salute the soldiers who foughtand died for freedom.Some might say the “Before” versionof this TV program sponsorship spotis straightforward and to the point.And they’d be right. But withoutthe “real” trait woven in, it’s coldand impersonal.After:Were Americans. We laugh. We cry. Welove. We celebrate our differences andunite to defend our great country. Butfreedom doesnt come without a price.All of us here at Walmart salute the GreatGeneration who kept our country safethen and those who keep us safe today.The audience for this spot included manypatriotic Walmart customers. By using“we” coupled with emotions, the copyprovides a bond between audience andWalmart (announcer). It referencesWorld War II in a way that is consistentwith the “real” trait — by referring to theera by its generation, making it relevantto others by including “those who keepus safe today.”Examples of the real trait: before and after
  • 81. 9.4Tone and VoiceTrait #3: InnovativeYou’ve just found out that Walmart isable to help people save money evenmore by offering $4 prescriptions.If you’re innovative, you’re excited.You use words that paint pictures –“imagine being able to...” and “tellus what you think.” “New” is a stapleof your vocabulary.Forward-thinkingInventiveSmartOriginalCreativeState-of-the-ArtPioneeringGroundbreakingAdvancedLeading edgeHow to be innovative:Reveal something newNew means change and change is born of innovation.Share an ideaA suggestion on how to use a product, where to find the latest anything.Don’t just be creative; be ultra-creativeTry a different approach. A new angle.Know the latest and the greatestInnovative communicators avoid dated thoughts and words.Share your enthusiasmEspecially about change and the future. It’s infectious.BrainstormBe open to all ideas, no matter the source. Itll show in what you write or say.Before:Announcing the Conversion of ThisSpace for Sushi!In the past, we’ve always worked hardto serve our customers and bring themnew products at Every Day Low Prices.With that in mind, we’ll be bringingsushi right here into our supercenter.Only supercenters with facilities that canaccommodate this new offering and asushi chef will offer this delicacy. Thisstore is one of them.All of our sushi will come with ginger,wasabi, soy sauce, and chopsticks. We’llalso have sushi kits! Thank you for yourpatience as we get set up and ready tobring you fresh sushi.This signs headline “announces” aconversion (lateral change) rather thansomething new. Copy looks back athistoric accomplishments rather thanforward to what we’re doing that’s newand exciting. Apologetic about changes.After:New at Walmart: Fresh SushiGreat News: You asked for it – we listened.Starting February 27, we’ll be featuringfresh sushi — right here. Handmade onsite by a trained sushi chef. With all thetrimmings: wasabi, pickled ginger, andsoy sauce. Even chopsticks.Choose from the hottest creations:• California roll• Grilled eel• Fresh tuna• Vegetarian rolls… and more, including a wide varietyof combos.Feeling adventurous? We’ll even havedo-it-yourself sushi kits. So stop by thisstore February 27 for sushi — fresh everyday at unbeatable prices.The revised headline shares somethingnew rather than a space conversion.Change is positioned as “great news” andtells about exciting new items that will befeatured. Includes words like “hottest,”“adventurous,” and “creations.”Examples of the innovative trait: before and after
  • 82. 9.5Tone and VoiceTrait #4: StraightforwardWhen you craft your messages tobe straightforward, you’re sharinginformation or a point of view. One ofthe greatest speeches of all time — theGettysburg address — took Lincolnonly two minutes to deliver. Tensentences. 272 words. Good writing isclever. Great writing is clear. The bestwriting is clever AND clear.ClearSimpleUpfrontTo-the-pointNo hidden agendasUncomplicatedHonestOpenHow to be straightforward:Make clarity kingIs your message crystal clear? If not, take another shot.Be briefSay the most with the fewest words possible.Get to the pointBe direct; don’t make people wait for what you really mean.Say what you mean …… and mean what you say. Honesty and candor in communications are crucial.Use short sentences and brief paragraphsBlocky text and run-on sentences hurt your message.Don’t be wishy-washyTake a point of view and have it run through your message.Before:Walmart was founded on and hasalways focused on one simple idea —we save people money so they can livebetter. We always give them low priceson great products and leading brands,and help them do more with less timeby providing easy and quick one-stopshopping. By making and deliveringon this promise every day, we save theaverage American family $2,300 a year— and that’s really smart.3 long sentences. 71 words. Followingall the many points made in thisparagraph is difficult for the averagereader. Not very friendly, a bit tooformal, and requires a “re-read” to retain.After:Walmart was founded on one simpleidea: save people money so they can livebetter. How? By delivering on a promiseof unbeatable prices on great products.On leading brands. And quick-and-easy,one-stop shopping.The bottom line for the average Americanfamily: savings of $2,300 a year. NowTHAT’S smart.7 sentences. 50 words. Shorter sentences,some fragments, a question, and aninnovation-embracing point of view.Examples of the straightforward trait: before and after
  • 83. Internal Corporate Communications 9.6Tone and VoiceTrait #5: PositiveWhen we talk about Walmart, wewant to reassure our customers thatwe share their hope. We’re someonethat they can always turn to, helpingthem meet their everyday needs withunbeatable prices.ConstructiveUpbeatAffirmativeOptimisticEncouragingGenerousReassuringCheerfulSpiritedHow to be straightforward:Show your smileIt’s the written expression of the 10-Foot Rule to write when in apositive frame of mind.Speak to benefitsSpeak to benefits, and you speak to positive outcomes and effects ofa product, service, or program.Avoid negative language.Embrace positive language. Just like this. ‘nuff said.More “dos” than “don’ts”Do try to tip the scales in favor of “dos” and if a “don’t” can be writtenas a “do”, please do so.Communicate optimism.Always. When you see a glass that’s half full, you’ll never have a glassthat’s half empty.Before:Don’t waste money! You’ll only spendmore than you need to when you shopanywhere else but Walmart. Don’t putup with limited electronics selection,high prices, and poor service.This puts the focus on our competition,speaking in negatives: waste, limited,poor selection.After:Save money every day on a wide varietyof all the latest electronics. Let a friendlyWalmart associate help you find whatyou’re looking for today, all at unbeatableprices.This approach puts the focus on thecustomer and benefits. It couches thesame information in a upbeat way,using positive signals: save, friendly,wide variety.Examples of the positive trait: before and after
  • 84. 9.7Tone and VoiceThe 16 Ingredients for CookingUp Copy Walmart StyleConsider the Walmart Voice a recipe; you’llneed to know all the ingredients to cook upcopy in Walmart style. Exactly when to addthe ingredients — and how much to add— will vary. In fact, not every ingredient willbe used in every piece of copy, dependingon length and appropriateness. The variablehere is the subtle shift in tone based on howyour project ladders up to CRISP — our brandpersonality traits of caring, real, innovative,straightforward, and positive.The first 5 ingredients are basic to goodcopywriting in general, but need to be listedhere to ensure that they’re implementedinto any piece written in Walmart style. Wecall these the “5 Basic Ingredients.” Followingthese first 5 are the 11 “Key Ingredients” thatset our voice apart from the rest of the herd.
  • 85. 9.8Tone and VoiceWhile it’s not always possible orappropriate, active should be the rule,not the exception. Instead of the passive“You will be given a set of guidelines,”use the more active “We’ll give you a setof guidelines.” Notice that by makingthis active — NOT imperative ( a wholeother story) — it warms up the messageand includes both “we” and “you.” Forexample:Before:Our organics are delivered daily.Our organic produce and consumablesare grown on some of America’s bestfarms. Then they’re delivered to ourstores, where they’re carefully selectedand stacked. Finally, they’re taken homeand enjoyed by customers just like you.After:We get our organics fresh. Every day.Love organics? So do we. That’s why wehave them delivered daily from some ofthe best farms in America. Why we selectonly the juiciest pieces. And why wehandle them with such great care. Waituntil you taste them. It doesn’t get muchfresher than this.The 5 Basic Ingredients1. Use an active voice.Whenever possible and appropriate,speak more to benefits than features inproduct copy. Benefits help the customermore than just features and show thatwe care by carrying innovative products.Instead of the feature-focused “This MP3player includes a built-in voice recorder,”the right approach would say “This MP3player lets you record notes to yourself,an entire lecture, or your baby’s firstsounds with its built-in voice recorder.”Longer? Sure. Better for our customers?Definitely. For example:Before:We get fresh organics delivered daily.Our organic produce is grown onsome of America’s best farms. Thenit’s delivered to our stores, where eachpiece is carefully selected and stacked.Finally, they’re taken home and enjoyedby customers just like you.After:Our daily deliveries mean fresh tastefor you. Organic produce tastes great.Especially when it’s at its freshest. That’swhy we have ours delivered daily fromsome of America’s finest farms. So youcan enjoy the satisfaction of giving yourfamily the best. At prices that’ll keep yourbudget healthy, too.Like our EDLC (Every Day Low Cost)way of business, embrace a frugalapproach to words ­— though notsacrificing conversational tone andwarm demeanor. Rewriting is the bestway to achieve this.Headlines, however, can often be anexception. Saying the most with thefewest words doesn’t mean writingin “Marketingese” at the expenseof a friendly and conversationaltone. Sometimes creating the tone— especially in headlines — callsfor additional words that move themessage forward. For example:Before:Our trucks deliver every day so ourorganic produce is always fresh.Produce that’s grown using organicfarming methods has a great amountof flavor. Especially when it’s recentlybeen picked and is delivered quickly toyour market so it’s as fresh as it can beby the time you buy it. That’s why weput systems in place to make sure thatour produce is delivered each and everyday from some of the most reputablefarms in America, right to the producesection of your Walmart store. Thebenefit to you is that you can enjoy thatsatisfying feeling of having provided thebest quality, freshness and taste to eachmember of your family. And becausethe prices are so low, it’ll help you savemoney, too.After:Daily delivery means it’s always fresh.Organic produce is delicious. Especially atthe peak of freshness. That’s why we haveours delivered each and every day fromsome of America’s finest farms. So youcan enjoy the satisfaction of giving yourfamily the very best. At prices that’ll keepyour budget healthy, too.2. Speak to benefits.3. Say more with fewer words.
  • 86. 9.9Tone and VoiceThe 5 Basic Ingredients (Continued)Headlines that are sentences (and mostexceptions that may not be) shouldalways be punctuated. Punctuation ingeneral can have a tremendous impacton tone and voice. Tone and voice! Toneand voice… Tone and voice. Tone andvoice? Tone and voice: Tone. And voice.Tone and voice.Let’s take a look at an example ofhow the very same words, punctuateddifferently, take on a completely differentmeaning:Before:Dear Robert,I need a guy who knows what romanceis all about. You are warm, caring,understanding. Men who aren’t likeyou confess to being pathetic andinadequate. You’ve destroyed me forother guys. I long for you. I’ve got noemotions at all when were away fromeach other. I can be so cheerful — willyou leave me alone with my thoughts?DeborahAfter:Dear Robert,I need a guy who knows what romanceis. All about you are warm, caring,understanding men who aren’t likeyou. Confess to being pathetic andinadequate. You’ve destroyed me. Forother guys I long. For you, I’ve got noemotions at all. When were away fromeach other, I can be so cheerful — willyou leave me alone?With my thoughts,DeborahPut a block of text next to a bulleted listand a reader will read the bullets first.Bulleted lists are consistent with ourstraightforward trait. They also tell ourcustomers that we care about makingour messages easy for them to read.For example:Before:Daily delivery means it’s always atits peak. It’s amazing how healthyand delicious organic produce can be.Especially when it’s at its very freshest.That’s why we’ll do everything to makesure ours is delivered daily. So you’ll beable to enjoy the sweet, wholesometaste of fruit picked at its peak. At pricesthat’ll keep your budget healthy, too.After:Daily delivery means it’s always fresh.What makes our organic produce sodelicious? Here’s a little taste:• It’s 100% organic• It’s sweet and juicy• It’s packed with vitamins• We pick it at its peak• We deliver it fresh daily• Our prices are lower4. Treat punctuation likewords — carefully.5. Use bulleted lists. Theyre easierto read.
  • 87. 9.10Tone and VoiceThe 11 Key Ingredients:We don’t shout at our customers inperson, so why do it in writing? Toconvey a more even-tempered tone,avoid putting words into all uppercaseand use exclamation points sparingly.Exclamation points can not only create ashouting tone, they rob our messages ofsincerity and make them overly “salesy.”This is not to say that exclamation pointsshould never be in your copy. Use themto help convey enthusiasm, surprise,passion. Don’t use them as a crutch; useyour words to create the impact of themessage. For example:Before:GET FRESH ORGANIC PRODUCEDAILY!!!! Who’s got the freshestvegetables?? WAL-MART!!! Your Walmartstore receives DAILY DELIVERIES OFFRESH PRODUCE AND CONSUMABLESFROM ORGANIC FARMS located in manyplaces around the United States!!!!You’ve GOT to get down here and see itfor yourself TODAY!!!!After:Enjoy fresh organic produce every day.Love organics? So do we. That’s whywe have them delivered daily from someof the best farms in America. And whywe offer only the freshest, juiciest pieces.Come in for a free taste and we’re sureyou’ll agree: It doesn’t get any fresherthan this.Not formal (except when appropriate).Not stiff — ever. A very conversationaltone is what sets us apart fromother retailers, who tend towards“Marketingese.” We often speak infragments, so it’s perfectly fine to usethem in your writing, but be careful notto sound choppy. Use we, you, our, yours,to make your copy warmer and morepersonal.A non-salesy, conversational tone incopy can be the reason a sentence isa fragment, very short or … longerthan you might think it needs to be. Inwriting Walmart style, you’ll often bewriting in ways that you either neverthought you would or have always beentold not to, with the goal of achievinga conversational tone. A lot of ourheadlines can be shortened — at theexpense of warmth. So what’s moreimportant? Brevity or the conversationaltone that ladders up to our brandpersonality traits of caring and real?By focusing on dialing in these twobrand personality traits (while makingsure we’re still straightforward), weavoid using imperatives. We don’ttell our customers what to do — wegive them information that they useto decide what to do. This avoids“Marketingese.” “Buy this! Get ittoday! Don’t delay! Act now!” Use ofan imperative is, however, fine whenusing the question-and-responsetechnique after you’ve exhausted allefforts at a non-imperative response orif the imperative response flows better.In headlines especially, the one questionto always ask is: “Would an associateactually say this? Is this how a personwould speak?” Remember: We’re holdinga conversation with our customers inour marketing materials. (Which is oneof the reasons we use the question-and-response device inour copy.)Instead of writing “Find all the best priceson electronics at Walmart today!” youmight write: “We’ve got unbeatable priceson all the electronics you’re looking for.”(yes, saying “We’ve got” is okay. Gonna orgotta isn’t.) For example:Before:Advanced three-tier deliverysystems enable “freshness standard”compliancy. To ensure maximumfreshness, Walmart’s organic produce andconsumables offerings are delivered ona daily basis to regionally zoned high-traffic terminal points. These shipmentsare sourced from vertically integratedagricultural operations located in manyplaces around the United States.After:We get organics at their freshest. Eachand every day. Love organics? So do we.That’s why we have them delivered dailyfrom some of the best farms in America.And why we offer only the freshest,juiciest pieces. Come in for a free tasteand we’re sure you’ll agree: it doesn’t getany fresher than this.1. Dont shout.2. Be conversational.
  • 88. 9.11Tone and VoiceThe 11 Key Ingredients: (Continued)The speaker, not the audience. Can youtell if it’s a man or a woman the messageis coming from? Unless it’s important forit to take on a gender for appropriatereasons, read the message in your headwith a female voice and then with a malevoice. While our customer is referredto as “she” (with target demographicsprimarily female), Walmart is a companyof both genders. The voice shouldreflect that.Too masculine:Nothing stands in the way of ourorganics. Nothing!! There’s gonna be asmack-down if anyone tries to slow ourdaily shipment of fresh organic produce.Why? ‘Cause we know how bad youwant that sweet, juicy flavor drippingover your fists with every hungry bite.So we beefed up our delivery fleet withover 2 million tons of road-churning,fuel-burning Detroit steel. And not evenMother Nature dares get in the way ofthat kind of power.Too feminine:Our shiny new trucks are just adorable.And fresh organics daily can help youwatch your figure! It is so irritating todiet, diet, diet and still not be able towiggle into that new dress. (Trust us,honey. We’ve been there.) That’s why wefind only the sweetest, juiciest organicsand have them delivered every morningby really cute truck drivers. Because freshis fashionable. And the more you watchyour figure, the more others will, too.“We’re excited about …” versus “Weare excited about …” makes your copysound more like how real people speak.Would you say “I will see you later. I amgoing to the store”? That would soundstilted. You would, however, emphasizeyour point by saying: “We do not believein waste …” or “We can not let our pastmistakes cloud our vision for the future.”For example:Before:Daily delivery means it is alwaysfresh. It is amazing how healthy anddelicious organic produce can be.Especially when it is at its very freshest.That is why we will do everything tomake sure ours is delivered daily. Soyou will be able to enjoy the sweet,wholesome taste of fruit picked atits peak. At prices that will keep yourbudget healthy, too.After:Daily delivery means it’s always fresh.It’s amazing how healthy and deliciousorganic produce can be. Especially whenit’s at its very freshest. That’s why we’ll doeverything to make sure ours is delivereddaily. So you’ll be able to enjoy the sweet,wholesome taste of fruit picked at itspeak. At prices that’ll keep your budgethealthy, too.Just right:Fresh organics every day? Count on it.We know how much you love our freshorganic produce. So we upgraded ourshipping fleet with the fastest, mostreliable trucks out there. That way, we’llnever miss a delivery. And you’ll nevermiss out on the sweet, juicy flavors ofjust-picked fruits and vegetables.3. Use a gender neutral voice.4. Use contractions exceptfor emphasis.
  • 89. 9.12Tone and VoiceThe 11 Key Ingredients: (Continued)A staccato rhythm interspersed withlonger (not run-on) sentences keepsan audience’s interest. Use the longersentences to keep the rhythm frombecoming choppy. Again: Headlines willoften be an exception, especially whenadding you, your, our, we, etc. to makethem more conversational. For example:Before:We get organics at their freshest eachand every day. Do you love organics?So do we, and that’s why we have themdelivered daily to our stores from someof America’s finest farms, and it’s alsowhy we offer only the freshest, juiciestpieces. Come on down and taste foryourself and we’re sure you’ll agree thatit just doesn’t get any fresher.After:We get organics at their freshest. Eachand every day. Love organics? So do we.That’s why we have them delivered dailyfrom some of America’s finest farms. Andwhy we offer only the freshest, juiciestpieces. Taste for yourself. We’re sure you’llagree that it just doesn’t get any fresher.Help vary the rhythm of your writingwith questions. Inserting questions intoyour messaging keeps your readersengaged. It also makes them do morethan just listen. Do we expect them toanswer? Of course not. But it does helpkeep things moving, right? For example:Before:Organics at their freshest. Count onit. There’s nothing more satisfying thanfresh organics. Which is why we havethem delivered daily from America’sfinest farms. And why we make sureeach piece we sell is perfectly ripe,wholesome and bursting with juicyflavor. Yeah, we agree: it does sounddelicious. Now just wait until you tastethem for yourself.After:Organics at their freshest? Count onit. Is there anything more satisfying thanfresh organics? Not that we know of.Which is why we have them delivereddaily from some of America’s finest farms.And why we make sure each piece we sellis perfectly ripe, wholesome and burstingwith juicy flavor. Sounds delicious,doesn’t it? Then just wait until you tastethem for yourself.Read your copy out loud to yourselfand ask “Would someone actually saythis?” If the answer is “no,” but the copyis still the best way to get the messageacross, it’s okay to use it. (This shouldbe, however, a very carefully consideredexception.) For example:Before:You’ve never seen organics at priceslike these! Hey, fruit lovers! Have wegone crazy? We must have, becauseright now you can stock up on 100%natural organic produce at incrediblerock-bottom prices! Sweet, juicy, andfresh from America’s heartland, theseluscious babies are sure to satisfy. Sodon’t delay — get yours today!After:Our fresh organics are priced lowerthan ever. Now you can enjoy our sweet,juicy organic produce for even less. Why?Because we’ve been working hard to keepour prices low. And with daily deliveriesfrom America’s best farms, we work justas hard to ensure you get it fresh. Onetaste and we think you’ll agree: Hard workhas its rewards.5. Use short sentences.6. Ask questions.7. Avoid "Marketingese" in your copy.
  • 90. 9.13Tone and VoiceThe 11 Key Ingredients: (Continued)We don’t tell our customers what todo—we give them information that theyuse to decide what to do. By avoidingimperatives, we don’t put ourselves inthe position of demanding action by ourcustomers. For example:Before:Come taste our fresh organics NOW!Get off your couch and hurry downhere for a taste of our fresh organicproduce. Don’t waste money byshopping at other stores. And don’tsettle for second best. Come to Walmartto enjoy the true taste of organics, attruly unbeatable prices.After:Now’s the time for sweet, juicyorganics. Now you can enjoy ourdelicious organic produce for less thanever. Why? Because we’ve been workinghard to keep our prices low. And withdaily deliveries from America’s best farms,we work just as hard to ensure it’s alwaysfresh. Bringing you the best isn’t alwayseasy, but it’s always worth the effort.Avoid “regal referring.” No need to callourselves “Walmart” when “we” or “us”will do just fine. Say “We love to saveyou money,” instead of the more stilted“Walmart loves to save you money.”It’s not “Find everything you need atWalmart,” but “We’ve got everything youneed.” For example:Before:Walmart gets organics at theirfreshest. Each and every day. Loveorganics? So does Walmart. That’s whythe company has them delivered freshdaily. Straight to Walmart stores fromsome of America’s finest farms. It’s alsowhy Walmart takes care to select onlythe freshest, juiciest pieces. So cometaste for yourself. And discover whyWalmart’s new produce section has fruitlovers raving.After:We get organics at their freshest. Eachand every day. Love organics? So do we.That’s why we have them delivered freshdaily. Straight to our stores from someof America’s finest farms. It’s also whywe take care to select only the freshest,juiciest pieces. So come taste for yourself.And discover why our new producesection has fruit lovers raving.Make sentences more easily digestibleby using periods instead of commas.Go from this: “Save money on snacks,fruits and vegetables, fish, poultry andbeef and much, much more.” To this:“Save money on snacks. Fruits andvegetables. Fish, poultry and beef. Andmuch, much more.” Use your judgmentwith this ingredient. If it contributes tothe rhythm, use it. If it just makes theparagraph you’re creating choppy, don’t.It’s one of the ways we make our toneand voice distinctive and recognizeable,so do use it. But, like we just said — useyour judgment. For example:Before:Taste organics at their freshest,juiciest and most delicious. Is thereanything more satisfying than freshorganics? Not that we know of, whichis why we have them delivered dailyfrom some of America’s finest farms, andwhy we make sure each piece we sell isperfectly ripe, wholesome and burstingwith juicy flavor. Sounds delicious,doesn’t it? Then just wait until you tastethem for yourself.After:Taste organics at their freshest.Juiciest. And most delicious. Is thereanything more satisfying than freshorganics? Not that we know of. Which iswhy we have them delivered daily fromsome of America’s finest farms. Andwhy we make sure each piece we sell isperfectly ripe. Wholesome. And burstingwith juicy flavor. Sounds delicious,doesn’t it? Then just wait until you tastethem for yourself.8. Use imperatives only whennecessary.9. Use first person instead of third.10. Use periods instead of commasfor a series or sentence list.
  • 91. 9.14Tone and VoiceThe 11 Key Ingredients: (Continued)Whenever possible, use personalpronouns to bridge a connectionbetween you and your reader. Our.Your. We. You. Compare this: “Walmart’sunbeatable prices help customersget what they need.” To this: “Ourunbeatable prices help you get what youneed.” Not only do personal pronounsresonate better; they often save space,too. For example:Before:Walmart works hard to bringcustomers the freshest organics.Walmart knows people love organics.Which is why the company has themdelivered straight to Walmart storesdaily. It’s also why it takes care to selectonly the freshest, juiciest pieces. Socustomers get to taste produce that’s atits very best.After:We work hard to bring you the freshestorganics. We know you love organics.Which is why we have them deliveredstraight to our stores daily. It’s also whywe take care to select only the freshest,juiciest pieces. So you get to tasteproduce that’s at its very best.Questions? We’re here to help. Sendwhat’s on your mind to BRANDCEN86@wal-mart.com or leave us a voice mail at(479) 277-7859.11. Get personal with pronouns.It’s important to always keep in mind thatwriting in the Walmart tone and voice doesn’tmean that everything we write should soundthe same. Not at all. Most important of all isto write for the audience while weaving ourbrand personality traits into your copy. Do itoften enough and you’ll see how easily it canbecome second nature.
  • 92. ter goes hereHeadline will be placed hereThis line is a subheadLorem ipsum dolor vero sit amet, consecter adiping elit, sed diam nonumy enuvos nibh euismod tincidunt utlaoret dore magna aliqum erat nisl ut quis vero della eau volutpat.Footer goes here13adline set in Arial 18 boldubhead set in Arial 18Heading:• Bullet copy set in Arial 20ptHeading:• Bullet copy set in Arial 20ptt in Arial 28ptowArial 28pt boldInternal CommunicationResources
  • 93. 10.0Internal Corporate CommunicationsInternal Corporate CommunicationsPowerPoint Templates with Logo(Suitable for Corporate Use)Use only the approved WalmartPowerPoint template whether you’representing internally, to suppliers,to trade groups — anytime you’representing in an official capacity forWalmart.Blue on whiteThis is the preferred template. Use thisone as much as possible; it’ll keep youon-brand and consistent.Find two downloadable PowerPointtemplates here:walmartbrandcenter.com/look_powerpoint.aspxCover page Divider page Text and sidebar page Chart pageWhite on blueOccasionally, especially in large-format presentations, a “reversed-out”version of the home team PowerPointis needed. Please use this “away team”version for those infrequent cases.Cover page Divider page Text and sidebar page Chart pageTo add even more Walmart style toyour presentation, use approvedimages from our library.Consider this the “home team” uniformfor Walmart PowerPoint presentations.
  • 94. 2.0Internal Corporate Communications 10.1Internal Corporate CommunicationsInternal Corporate CommunicationsPowerPoint Templates with Logo and Retail Tagline(Suitable for Walmart Retail Use)Use only the approved WalmartPowerPoint template whether you’representing internally, to suppliers,to trade groups — anytime you’representing in an official capacity forWalmart.Blue on whiteThis is the preferred template. Use thisone as much as possible; it’ll keep youon-brand and consistent.Find two downloadable PowerPointtemplates here:walmartbrandcenter.com/look_powerpoint.aspxCover page Divider page Text and sidebar page Chart pageWhite on blueOccasionally, especially in large-format presentations, a “reversed-out”version of the home team PowerPointis needed. Please use this “away team”version for those infrequent cases.Cover page Divider page Text and sidebar page Chart pageTo add even more Walmart style toyour presentation, use approvedimages from our library.Consider this the “home team” uniformfor Walmart PowerPoint presentations.Subtitle set in Arial 28ptDate set in Arial 16pt yellowTitle set in Arial 28pt boldTitle goes here set inArial 28pt boldDate set in Arial 28ptFooter goes here12Headline set in Arial 18 boldSubhead set in Arial 18Heading:• Bullet copy set in Arial 20ptHeading:• Bullet copy set in Arial 20pt“A quote or factcan go here. Aquote or fact cango in this place.”Footer goes here23Headline will be placed hereThis line is a subhead01020304050607080901002003 2004 2005 2006Item 1 Item 2 Item 3 Item 4Lorem ipsum dolor vero sit amet, consecter adiping elit, sed diam nonumy enuvos nibh euismod tincidunt ut laoret doremagna aliqum erat nisl ut quis vero della eau volutpat.Subtitle set in Arial 28ptDate set in Arial 16pt yellowTitle set in Arial 28pt boldTitle goes here set inArial 28pt boldDate set in Arial 28ptFooter goes here13“A quote or factcan go here. Aquote or fact cango in this place.”Headline set in Arial 18 boldSubhead set in Arial 18Heading:• Bullet copy set in Arial 20ptHeading:• Bullet copy set in Arial 20ptFooter goes here24Headline will be placed hereThis line is a subheadLorem ipsum dolor vero sit amet, consecter adiping elit, sed diam nonumy enuvos nibh euismod tincidunt utlaoret dore magna aliqum erat nisl ut quis vero della eau volutpat.
  • 95. 2.0Internal Corporate Communications 10.2Internal Corporate CommunicationsInternal Corporate CommunicationsPowerPoint Templates with Logo & Country Lockup(Suitable for International Use)Use only the approved WalmartPowerPoint template whether you’representing internally, to suppliers,to trade groups — anytime you’representing in an official capacity forWalmart.Blue on whiteThis is the preferred template. Use thisone as much as possible; it’ll keep youon-brand and consistent.Find two downloadable PowerPointtemplates here:walmartbrandcenter.com/look_powerpoint.aspxCover page Divider page Text and sidebar page Chart pageWhite on blueOccasionally, especially in large-format presentations, a “reversed-out”version of the home team PowerPointis needed. Please use this “away team”version for those infrequent cases.Cover page Divider page Text and sidebar page Chart pageTo add even more Walmart style toyour presentation, use approvedimages from our library.Consider this the “home team” uniformfor Walmart PowerPoint presentations.
  • 96. 10.3Internal Corporate CommunicationsInternal Corporate CommunicationsStationery with Logo(Suitable for Corporate Use)We may be in the digital age, but thatdoesn’t mean the letter is dead. Justthe opposite. When you want to makean impact, put it in black and white.In our case, it’s black and white andPANTONE® 285 C. Maximize impact anddo the brand champion thing by usingonly tools consistent with our brandguidelines like approved typefaces,color, and paper stock.For authorized, original artwork forthe approved stationery, go to:walmartbrandcenter.com/look_stationery.aspxSaving people moneyso they can live betterPrinted on 100% Post-Consumer Recycled Paper702 SW 8th StreetBentonville, AR 72716Phone 479.273.4000www.walmart.comMarketingStephen Quinn CMO MarketingFebruary 22, 2007Mr, Jonathon MaxwellKansas for KidsP.O. Box 1234Kansas City, KS 87654Thank you for your interest in exploriing the possibility of doing business with Wal-Mart Stores, Inc. Feugaitnulla facilisi nam liber tempor cum soluta nobis eleifend. Mirum est notare quam littera gothica quam nuncputamus parum claram anteposuerit litterarum formas humanitatis. Aliquam erat volutpat ut wisi enim adminim. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiamprocessus. Ut laoreet dolore magna veniam quis nostrud exerci tation ullamcorper suscipit lobortis.Et accumsan et iusto odio dignissim, qui blandit praesent. Typi qui nunc nobis videntur parum clari fiantsollemnes in? Est usus legentis, in iis qui facit eorum claritatem Investigationes demonstraverunt lectoreslegere me lius? Molestie consequat vel illum dolore eu feugiat nulla facilisis at. Ullamcorper suscipit lobortisnisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor! Et quinta decima eodem modotypi qui nunc.Sincerely,Stephen QuinnChief Marketing OfficerWalmart702 SW 8th StreetBentonville, AR 72716Phone 479.273.4000www.walmart.com702 SW 8th StreetBentonville, AR 72716Phone 479.273.4000www.walmart.comFaxTo:Date:Organization:Fax:Phone:RE:From:Fax:Phone:Total pages:February 22, 2007Mr, Jonathon MaxwellKansas for KidsP.O. Box 1234Kansas City, KS 87654Thank you for your interest in exploriing the possibility of doing business with Wal-Mart Stores, Inc. Feugaitnulla facilisi nam liber tempor cum soluta nobis eleifend. Mirum est notare quam littera gothica quam nuncputamus parum claram anteposuerit litterarum formas humanitatis. Aliquam erat volutpat ut wisi enim adminim. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiamprocessus. Ut laoreet dolore magna veniam quis nostrud exerci tation ullamcorper suscipit lobortis.Et accumsan et iusto odio dignissim, qui blandit praesent. Typi qui nunc nobis videntur parum clari fiantsollemnes in? Est usus legentis, in iis qui facit eorum claritatem Investigationes demonstraverunt lectoreslegere me lius? Molestie consequat vel illum dolore eu feugiat nulla facilisis at. Ullamcorper suscipit lobortisnisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor! Et quinta decima eodem modotypi qui nunc.Sincerely,Stephen QuinnChief Marketing OfficerWalmartMemoConference ReportTo:Cc:From:Date:RE:MemoMemoTo:Cc:From:Date:RE:Letterhead Personalized letterhead Fax coverMemo Conference report
  • 97. 2.0Internal Corporate Communications 10.4Internal Corporate CommunicationsInternal Corporate CommunicationsStationery with Logo and Retail Tagline(Suitable for Walmart Retail Use)We may be in the digital age, but thatdoesn’t mean the letter is dead. Justthe opposite. When you want to makean impact, put it in black and white.In our case, it’s black and white andPANTONE® 285 C. Maximize impact anddo the brand champion thing by usingonly tools consistent with our brandguidelines like approved typefaces,color, and paper stock.For authorized, original artwork forthe approved stationery, go to:walmartbrandcenter.com/look_stationery.aspx702 SW 8th StreetBentonville, AR 72716Phone 479.273.4000www.walmart.comMarketingStephen Quinn CMO MarketingFebruary 22, 2007Mr, Jonathon MaxwellKansas for KidsP.O. Box 1234Kansas City, KS 87654Thank you for your interest in exploriing the possibility of doing business with Wal-Mart Stores, Inc. Feugaitnulla facilisi nam liber tempor cum soluta nobis eleifend. Mirum est notare quam littera gothica quam nuncputamus parum claram anteposuerit litterarum formas humanitatis. Aliquam erat volutpat ut wisi enim adminim. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiamprocessus. Ut laoreet dolore magna veniam quis nostrud exerci tation ullamcorper suscipit lobortis.Et accumsan et iusto odio dignissim, qui blandit praesent. Typi qui nunc nobis videntur parum clari fiantsollemnes in? Est usus legentis, in iis qui facit eorum claritatem Investigationes demonstraverunt lectoreslegere me lius? Molestie consequat vel illum dolore eu feugiat nulla facilisis at. Ullamcorper suscipit lobortisnisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor! Et quinta decima eodem modotypi qui nunc.Sincerely,Stephen QuinnChief Marketing OfficerWalmart702 SW 8th StreetBentonville, AR 72716Phone 479.273.4000www.walmart.com702 SW 8th StreetBentonville, AR 72716Phone 479.273.4000www.walmart.comFaxTo:Date:Organization:Fax:Phone:RE:From:Fax:Phone:Total pages:February 22, 2007Mr, Jonathon MaxwellKansas for KidsP.O. Box 1234Kansas City, KS 87654Thank you for your interest in exploriing the possibility of doing business with Wal-Mart Stores, Inc. Feugaitnulla facilisi nam liber tempor cum soluta nobis eleifend. Mirum est notare quam littera gothica quam nuncputamus parum claram anteposuerit litterarum formas humanitatis. Aliquam erat volutpat ut wisi enim adminim. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiamprocessus. Ut laoreet dolore magna veniam quis nostrud exerci tation ullamcorper suscipit lobortis.Et accumsan et iusto odio dignissim, qui blandit praesent. Typi qui nunc nobis videntur parum clari fiantsollemnes in? Est usus legentis, in iis qui facit eorum claritatem Investigationes demonstraverunt lectoreslegere me lius? Molestie consequat vel illum dolore eu feugiat nulla facilisis at. Ullamcorper suscipit lobortisnisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor! Et quinta decima eodem modotypi qui nunc.Sincerely,Stephen QuinnChief Marketing OfficerWalmartMemoConference ReportTo:Cc:From:Date:RE:MemoMemoTo:Cc:From:Date:RE:Letterhead Personalized letterhead Fax coverMemo Conference report
  • 98. 2.0Internal Corporate Communications 10.5Internal Corporate CommunicationsInternal Corporate CommunicationsStationery with Logo & Country Lockup(Suitable for International Use)We may be in the digital age, but thatdoesn’t mean the letter is dead. Justthe opposite. When you want to makean impact, put it in black and white.In our case, it’s black and white andPANTONE® 285 C. Maximize impact anddo the brand champion thing by usingonly tools consistent with our brandguidelines like approved typefaces,color, and paper stock.For authorized, original artwork forthe approved stationery, go to:walmartbrandcenter.com/look_stationery.aspx702 SW 8th StreetBentonville, AR 72716Phone 479.273.4000www.walmart.comMarketingAssociate Name TitleFebruary 22, 2007Mr, Jonathon MaxwellKansas for KidsP.O. Box 1234Kansas City, KS 87654Thank you for your interest in exploriing the possibility of doing business with Wal-Mart Stores, Inc. Feugaitnulla facilisi nam liber tempor cum soluta nobis eleifend. Mirum est notare quam littera gothica quam nuncputamus parum claram anteposuerit litterarum formas humanitatis. Aliquam erat volutpat ut wisi enim adminim. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiamprocessus. Ut laoreet dolore magna veniam quis nostrud exerci tation ullamcorper suscipit lobortis.Et accumsan et iusto odio dignissim, qui blandit praesent. Typi qui nunc nobis videntur parum clari fiantsollemnes in? Est usus legentis, in iis qui facit eorum claritatem Investigationes demonstraverunt lectoreslegere me lius? Molestie consequat vel illum dolore eu feugiat nulla facilisis at. Ullamcorper suscipit lobortisnisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor! Et quinta decima eodem modotypi qui nunc.Sincerely,Stephen QuinnChief Marketing OfficerWalmart702 SW 8th StreetBentonville, AR 72716Phone 479.273.4000www.walmart.com702 SW 8th StreetBentonville, AR 72716Phone 479.273.4000www.walmart.comFaxTo:Date:Organization:Fax:Phone:RE:From:Fax:Phone:Total pages:February 22, 2007Mr, Jonathon MaxwellKansas for KidsP.O. Box 1234Kansas City, KS 87654Thank you for your interest in exploriing the possibility of doing business with Wal-Mart Stores, Inc. Feugaitnulla facilisi nam liber tempor cum soluta nobis eleifend. Mirum est notare quam littera gothica quam nuncputamus parum claram anteposuerit litterarum formas humanitatis. Aliquam erat volutpat ut wisi enim adminim. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiamprocessus. Ut laoreet dolore magna veniam quis nostrud exerci tation ullamcorper suscipit lobortis.Et accumsan et iusto odio dignissim, qui blandit praesent. Typi qui nunc nobis videntur parum clari fiantsollemnes in? Est usus legentis, in iis qui facit eorum claritatem Investigationes demonstraverunt lectoreslegere me lius? Molestie consequat vel illum dolore eu feugiat nulla facilisis at. Ullamcorper suscipit lobortisnisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor! Et quinta decima eodem modotypi qui nunc.Sincerely,Stephen QuinnChief Marketing OfficerWalmartMemoConference ReportTo:Cc:From:Date:RE:MemoMemoTo:Cc:From:Date:RE:Country CountryCountry CountryCountryCountryLetterhead Personalized letterhead Fax coverMemo Conference report
  • 99. 10.6Internal Corporate CommunicationsInternal Corporate CommunicationsE-mail Signature with Purpose Statement(Suitable for Corporate & International Use)When writing on behalf of Walmart, itsimportant to maintain professionalism— and that means using an approved,brand-consistent e-mail signature withall the right sign-off information. Its thebrand champion thing to do.Professional e-mail programs let youcreate a signature that lives in thefooter of every message. To find outhow to set up a signature in yourprogram, check your user manual oronline help.Jane DoeIntroduction to the Walmart brandFebruary 16, 2007 9:44:51 PM ESTJohn DoeFrom:Subject:Date:To:Hi John,Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumyeirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diamvoluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clitakasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Loremipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmodtempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. Atvero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren,no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sitamet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt utlabore et dolore magna aliquyam erat, sed diam voluptua. At vero eos etaccusam et justo duo dolores et ea rebum.Thanks,JaneJane Doe Senior Manager MarketingPhone 479.587.2548 Fax 479.587.2548jane.doe@wal-mart.comWalmart702 Southwest 8th StreetBentonville, AR 72716-0310Saving people moneyso they can live better.E-mail signatureFont: Arial, Size: 10ptStyle: bold, Color: R: 26, G: 117, B: 207Style: bold, Color: blackStyle: regular, Color: blackSpaceStyle: regular, Color: blackStyle: bold, Color: R: 26, G: 117, B: 207Follow the formatted sample below tocreate a signature that reflects Walmart’sidentity. Remember to include yourOpen a new e-mail to see if everything isin place and present your newly brandedsignature to the world!mailstop number (extended ZIP code)in your contact information for promptmail delivery.
  • 100. 2.0Internal Corporate Communications 10.7Internal Corporate CommunicationsInternal Corporate CommunicationsE-mail Signature with Retail Tagline(Suitable for Walmart Retail Use)When writing on behalf of Walmart, itsimportant to maintain professionalism— and that means using an approved,brand-consistent e-mail signature withall the right sign-off information. Its thebrand champion thing to do.Professional e-mail programs let youcreate a signature that lives in thefooter of every message. To find outhow to set up a signature in yourprogram, check your user manual oronline help.Jane DoeIntroduction to the Walmart brandFebruary 16, 2007 9:44:51 PM ESTJohn DoeFrom:Subject:Date:To:Hi John,Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumyeirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diamvoluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clitakasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Loremipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmodtempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. Atvero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren,no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sitamet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt utlabore et dolore magna aliquyam erat, sed diam voluptua. At vero eos etaccusam et justo duo dolores et ea rebum.Thanks,JaneJane Doe Senior Manager MarketingPhone 479.587.2548 Fax 479.587.2548jane.doe@wal-mart.comWalmart702 Southwest 8th StreetBentonville, AR 72716-0310Save money. Live better.E-mail signatureFont: Arial, Size: 10ptStyle: bold, Color: R: 26, G: 117, B: 207Style: bold, Color: blackStyle: regular, Color: blackSpaceStyle: regular, Color: blackStyle: bold, Color: R: 26, G: 117, B: 207Follow the formatted sample below tocreate a signature that reflects Walmart’sidentity. Remember to include yourOpen a new e-mail to see if everything isin place and present your newly brandedsignature to the world!mailstop number (extended ZIP code)in your contact information for promptmail delivery.
  • 101. Walmart702 Southwest 8th StreetBentonville, AR 72716

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