Walmart, America’s retail giant, recently underwent a branding “glow up” that was more of a gentle refresh than a radical transformation. Spearheaded by the design agency JKR, the update featured subtle logo tweaks and the introduction of a new typeface. However, the unsung hero of this rebrand might just be the vibrant new illustrations by artists Ross Murray, Nash Weerasekera, Peter Greenwood, Jason Solo, and Kelly Llanos.
Despite contributions from five distinct artists, the illustrations maintain a unified aesthetic through Walmart’s signature blue and yellow color scheme. This consistency is crucial, providing a visual thread that ties the various elements into a comprehensive brand identity.
Visual Analysis
Color Palette: The use of Walmart’s blue and yellow not only reinforces brand recognition but also injects a sense of familiarity and warmth into each artwork.
Line Work: The illustrations feature precise, yet not overpowering, line work which contributes to a friendly, approachable feel.
Animation and Detail
The animations are particularly noteworthy. They bring the static illustrations to life, adding depth and dynamism to the brand’s visual storytelling:
Detailed Scenes: One standout illustration includes two Walmart delivery vans, shopping bags, and what appears to be an interface for their website. This scene uses light blue shadows effectively, maintaining brand consistency while adding a playful touch.
Product Icons: Other animations focus on showcasing the variety of products Walmart offers, from mundane items like hammers and vitamins to lifestyle products like makeup and books. The illustrations here are less about selling and more about celebrating the product range, which is cleverly done without overt branding.
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Human Interaction and Store Sections
The illustrations also explore human interaction with Walmart in various contexts:
Daily Life: Images showing people shopping online or visiting the pharmacy add a personal touch, suggesting a brand that’s part of everyday life.
Store Sections: Detailed depictions of different store sections like the meat counter, cycling area, and especially the farm scenes, which are my personal favorite, emphasize Walmart’s connection to its products’ origins. This not only educates but also builds trust with consumers about the sourcing of their goods.
Conclusion
Walmart’s recent branding refresh might have been subtle in its logo and typography, but the illustrations by these talented artists have significantly uplifted the brand’s visual narrative. They’ve managed to weave a story of diversity, community, and product richness into Walmart’s identity, making it not just a place to shop, but a part of the community’s daily life. The use of animation further enhances this narrative, making the illustrations not just seen but experienced, thereby enhancing the overall brand experience.
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