Our Associate Spark symbolizes the vibrancy of people, culture, careers, and choices that our associates have available to them across the Walmart family of brands.
These multiple colors represent the entire family of Walmart associates across the world. It’s our ownable, special Spark. When associates see it, they should feel a sense of pride knowing that Walmart helps them live better.
The Associate Spark should never be used in a lockup next to “Walmart”; use the full Walmart logo with yellow Spark instead.
The This is That Place logo symbolizes the launch of our Associate Brand. It represents the celebration of our people, our programs, and our culture. It features the Bogle font and the familiar half-spark.
The This is That Place campaign logo should be used sparingly. Save it for special moments in the associate journey (e.g. special recognition or Associates Week).
What's the difference between voice and tone, anyway?
A good way to remember it is that voice is the personality of a brand; it stays relatively consistent over time and has a few distinguishing characteristics. Tone, on the other hand, changes based on what's appropriate for the situation and uses empathy to guide the way.
We describe the associate brand voice as human, helpful, vibrant, and inclusive. All of your people and culture messages should strive for this vibe—and then depending on your audience and the subject matter, there will be nuances in your tone.
[Pro Tip: Read your message aloud!This really helps to keep your voice, tone, and overall rhythm in check.]
Think of your favorite mentor who always has your back, gives you honest guidance, and wants to see you succeed. They’re professional yet relatable, helpful yet not micro-manage-y, and transparent but always constructive. This is the personality your messages should capture when creating internal People comms.