Home

- DEGRAFFICS.COM

1. Internal Corporate Communications Walmart gt lt Stationery with Logo amp Country Lockup Suitable for International Use We may be in the digital age but that doesn t mean the letter is dead Just the opposite When you want to make an impact put it in black and white In our case it s black and white and PANTONE 285 C Maximize impact and do the brand champion thing by using only tools consistent with our brand guidelines like approved typefaces color and paper stock Letterhead Personalized letterhead Walmart gt lt Country February 22 2007 Mr Jonathon Maxwell Kansas for Kids P O Box 1234 Kansas City KS 87654 Thank you for your interest in exploriing the possibility of doing business with Wal Mart Stores Inc Feugait nulla facilisi nam liber tempor cum soluta nobis eleifend Mirum est notare quam littera gothica quam nunc putamus parum claram anteposuerit litterarum formas humanitatis Aliquam erat volutpat ut wisi enim ad minim Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiam processus 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 fiant sollemnes in Est usus legentis in lis qui facit eorum claritatem Investigationes demonstraverunt lectores legere me lius Moles
2. Walmart gt lt ETE Examples of Walmart Retail Service Type Treatments oe To find authorized original artwork for Walmart service to the Walmart logo is l a service type treatments go to uniforms OF patcnes e lOCKUPS below are examples of Walmart walmartbrandcenter com look logo service aspx service type treatments Service type treatments f f Walmart gt lt Walmart gt lt Tire amp Lube Express Pharmacy U f Walmart gt lt Walmart gt lt Photo Vision Center Service type treatments with titles I Walmart gt lt Walmart gt lt Tire amp Lube Express Vision Center Technician Consultant I Walmart gt lt EZB Examples of Walmart Service Type Treatments in Applications These are acceptable examples of how to lock up service names and titles to the Walmart logo Lab coat Patch Walmart 7 Tire amp Lube Express Mechanic Walmart gt i EB Using the Logo with Country Names Locked up type treatments let countries Need a country type treatment locku p identify themselves in ways that are consistent with the Walmart brand E mail the Brand C enter at Below are acceptable examples of how to lock up country names to our B RAN DC E N So wa m d ILCO M Walmart logo as well as how to separate the artwork Standard stacked j Q T o Walmart medium blue Wa l nnm El r O gt M or PANTONE 285 C 1 3 x b C 89 M
3. Save money Live better 1 1 4 Small size lockup use When reproducing the lockup in cases where it s needed to be 1 7 8 or smaller measured from W to the right side edge of the spark in Walmart please use the special small size artwork we ve created You ll find it easier to read and reproduce l Walmart gt lt Save money Live better 1 7 8 Walmart gt lt Logo with Retail Tagline Specifications Cont Color use for the logo with tagline lockup follow the same ones as those for the signature used without the tagline Refer to page 2 2 Logo with tagline color Walmart gt lt Save money Live better Using the logo and tagline on a color background Walmart Save money Live better Walmart gt lt SE Using the Purpose Statement Horizontal format clearspace e Always maintain clear space around the Saving people money so they Savi n g peo D e m O n ey can live better purpose statement e to protect it from distracting SQ t h ey Ca n ive bette r graphics or typography i e Measure clear space by the height of the r in better for vertical space and its width for horizontal e Never allow typography or other elements to invade the signature or the symbol Minimum size i Saving people money Never EE procuce the tagline smaller sa they can iva Better than 1 wide measured from the S to the right side o
4. 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 written as a do please do so Communicate optimism Always When you see a glass that s half full you ll never have a glass that s half empty Examples of the positive trait before and after Before Don t waste money You ll only spend more than you need to when you shop anywhere else but Walmart Don t put up 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 variety of all the latest electronics Let a friendly Walmart associate help you find what you re looking for today all at unbeatable prices This approach puts the focus on the customer and benefits It couches the same information in a upbeat way using positive signals save friendly wide variety L Walmart gt lt GE The 16 Ingredients for Cooking Up Copy Walmart Style Consider the Walmart Voice a recipe you ll need to know all the ingredients to cook up copy in Walmart style Exactly when to add the ingredients and how much to add will vary In fact not every ingredient will be used in every piece of copy depending on length and appropriateness The variable here is the subtle shift in tone based on how your project ladders
5. Different type sizes and number of lines call for different proportional relationships with the spark How to lock up half spark to ideas e For 1 2 liners the height of the Q 2x half spark should be two times the cap height of the type Gor es dndisdehall Sear Lorem ipsum dolor should be three times the Sit amet consectetur cap height of the type i For 5 lines and more the half spark should be 5 times the cap height of the type The distance between the half a i aR spark and the copy should be the height of one spoke measured E from the bottom of the middle Lorem LOS um dolor spoke to the cap height of the type S it am et consectetur adipiscing elit x als Lorem ipsum dolor sit amet X consetetur sadipscing elitr sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat sed diam voluptua Examples al Lorem ipsum dolor sit amet consetetur sadipscing elitr sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat sed diam voluptua Walmart gt lt EEB Applying the Half spark Graphic Inspired People The half spark graphic can be used to illustrate the idea of smart customers and inspired associates In order to maintain consistency in the way this graphic is used please follow the instructions on the following pages Silhouetted figures
6. Lifestyle imagery Walmart Sm Applying the Halt Spark Graphic Inspired People continued When locking up the half spark to a person special care has to be taken for it to look appropriately proportioned and positioned Half spark To avoid looking like a person is wearing a crown the spark should be angled as shown Half spark proportion Close ups Full Body To measure the appropriate size of a half spark for close up images measure the rough height of the person s face 4 middle spokes should fit right on top of each other For a full igure image 1 1 3 spokes should fit e When positioning the half spark align the inner end of l the raised angled spoke to the center line For close ups there should l be a distance of a spoke away from top of the head to the bottom of the middle spoke For full body images the distance should be 2 3 of a spoke measured to the bottom of the middle spoke or ore rer eer rere Half spark direction Left side Right side The half spark can be placed on either side of the center line Use the angle that works Qy 9 best for the image being used Walmart gt lt Sm Applying the Halt Spark Graphic Inspired People continued Here are some images with and without the proportion measurements for your reference Take note that the half spark should just be used on one figure in any given composition Examples continued Ha
7. and help them do more with less time by providing easy and quick one stop shopping By making and delivering on this promise every day we save the average American family 2 300 a year and that s really smart 3long sentences 71 words Following all the many points made in this paragraph is difficult for the average reader Not very friendly a bit too formal and requires a re read to retain After Walmart was founded on one simple idea save people money so they can live better How By delivering on a promise of unbeatable prices on great products On leading brands And quick and easy one stop shopping The bottom line for the average American family savings of 2 300 a year Now THAT S smart 7 sentences 50 words Shorter sentences some fragments a question and an innovation embracing point of view Trait 5 Positive When we talk about Walmart we want to reassure our customers that we share their hope We re someone that they can always turn to helping them meet their everyday needs with unbeatable prices Constructive Upbeat Affirmative Optimistic Encouraging Generous Reassuring Cheerful Spirited How to be straightforward Show your smile It s the written expression of the 10 Foot Rule to write when in a positive frame of mind Speak to benefits Speak to benefits and you speak to positive outcomes and effects of a product service or program Avoid negative language
8. t as tight for them as it is for the price value or brand aspirational shoppers To the price sensitive affluent shopper spending more than they have to doesn t demonstrate affluence it demonstrates foolhardiness They I m not into wasting money Why would shop anywhere else when can get great brands and great quality for less at Walmart research purchases to make sure they re getting the best value possible Like all our customers they re smart They know they can shop anywhere but they shop at Walmart for quality products at unbeatable prices They enjoy their affluence and plan on keeping it Walmart helps them do just that want Quality products At Unbeatable prices In a store with Easy convenient shopping Walmart gt lt EEB What is Our Brand Identity The Walmart brand identity is like a great experience Through the products from the cleanliness and design of our pair of jeans a perfect fit comfortable for we sell how we look how we act stores to the smiles and helpfulness our customers associates and suppliers It and what we say Everything we do of our associates projects a relaxed and friendly image We has a direct impact on how the world love wearing it every day And it s very perceives us It s crucial that the Brands are built over time And over very strong experience our customers have with time we ll measure our brand s our brand be the best possible from suc
9. Talkboxes are people talking whether a customer an associate or Walmart as a family Always read the copy to your self and do the real person check Would someone actually say this Walmart gt lt Don t use talkboxes as headline containers Doing so is an exception Don t put quotes around speech contained in a talkbox The talkbox is enough to indicate that the speech contained is being said by a given source Don t put pictures in talkboxes People talk in words that paint pictures but we don t talk in pictures It is however okay to bold or italicize Myriad Pro as appropriate e Don t point the talkbox tail in the direction of any inanimate objects Talking mashed potatoes is just too creepy That s what headlines and subheads are for Don t use any talkbox other than the approved talkboxes pictured below Rounded talkboxes are not talkboxes they re speech bubbles and are not part of our branding Don t overuse talkboxes Like the half and full spark graphics overuse robs them of their uniqueness as a copy tool Examples of Talkbox Usage Brand booklet un Lu Walmart helps me save money on the basics so have Lj 1 d n E j ih more to spend on the brands am d that are important to me oF J I Walmart helps my paycheck What smart go further because shoppers say canoe everything need at the Walmart was founded on one
10. Walmart gt lt SB Using the Retail Tagline without the Logo continued Using the tagline on color background The preferred version of our tagline used solo is in Walmart yellow ona Walmart medium blue background Walmart medium blue Walmart yellow or PANTONE 285 C or PANTONE 1235 C C 89 M 43 Y 0 K 0 C 0 M 29 Y 91 K 0 R 26 G 117 B 207 R 253 G 187 B 48 Using the tagline in one color When our solo tagline is used ona Save money white background and or in a one Live better Save money Live better color application it should only appear in Walmart medium blue It Save money Save money Live better can also be reversed out in white Live better Walmart medium blue or PANTONE 285 C C 89 M 43 Y 0 K 0 R 26 G 117 B 207 Using the tagline in black and white Save money A When use of color is not available Live better Save MONEY Live better Produce our tagline in black When the background is black Save money Save money Live better Live better please reverse out Walmart gt lt SB Using the Retail Tagline with the Half spark Horizontal format clearspace e Always maintain clear space around the Save money Live better tagline with the half spark to protect it from a distracting graphics or typography e Measure clear space by the height of m b the L in Live for vertical space and Save money Live etter its width for ho
11. a really bright idea Place a spark in front of it A little oomph at the end of a smart statement Spark The spark is our graphical shorthand for Hey here s something pretty smart Think about it It should always be shown in Walmart yellow Pantone 1235 Be sure to size it appropriately for your layout and medium and center it on the copy baseline l Walmart Spark in Color What color should the spark be Our primary authorized Walmart yellow PANTONE 1235 C spark is preferred C 0 M 29 Y 91 K 0 Brand approval is required if you Sean eae need to use a different spark color other than PANTONE 1235 C a Walmart yellow or PANTONE 1235 C Z B X Do not crop the spark 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 Sm The Full Spark in Action Here are just a few of the ways you might use the full spark to emphasize something smart TV screen Electronics dept Walmart Corporate signage E pb the TrCH E aai vey Tha en 2 WA aT be ae in giving hae B Through our cosmiment tou sis the pou ef Iapnenmau eeu ad a lare lor change FI Lem PIG Store signage Outdoor Living Walmart gt lt Gm Applying the Walmart
12. 43 Y 0 K 0 R 26 G 117 B 207 da CO Uu nt ry Walmart yellow or PANTONE 1235 C C 0 M 29 Y 91 K 0 R 253 G 187 B 48 1 3 X 1 2 X Walmart AM Country gt gt Horizontal Walmart EZB Examples of Country Type Treatments ee rod due To find authorized original artwork for your xisting approved artwork l country please e mail the Brand Center at BRANDCEN86 wal mart com Walmart gt lt Argentina al Seq Walmart Asia Walmart gt lt Centroamerica Walmart gt lt M xico Walmart gt lt Poccua Walmart gt lt EEB Examples of Country Type Treatment Applications Below are acceptable examples of how to use type treatment lockups to identify individual departments T shirts Front and back of hats Walmart gt lt i Country Walmart gt lt Country Title Department Office signs First Last Name One Team One Dream Walmart Country Walmart Country Walmart gt lt EEB Using the Logo Country Names and Multi line Department Names ee Need a Country type treatment lockup of existing approved artwork Us E mail the Brand Center at BRANDCEN86 wal mart com Walmart gt lt Argentina Cixniny Global Continuous Improvement Walmart gt lt Centroam rica n Su pply Chai Nn Department Name Center of Excellence I Walmart gt lt EEB Discontinu
13. Robert Dear Robert always be punctuated Punctuation in need a guy who knows what romance need a guy who knows what romance general can have a tremendous impact is all about You are warm caring is All about you are warm caring on tone and voice Tone and voice Tone understanding Men who aren t like understanding men who aren t like and voice Tone and voice Tone and you confess to being pathetic and you Confess to being pathetic and voice Tone and voice Tone And voice inadequate You ve destroyed me for inadequate You ve destroyed me For Tone and voice other guys long for you I ve got no other guys I long For you l ve got no emotions at all when we re away from emotions at all When we re away from Let s take a look at an example of each other can be so cheerful will each other can be so cheerful will how the very same words punctuated you leave me alone with my thoughts you leave me alone differently take on a completely different meaning Deborah With my thoughts Deborah 5 Use bulleted lists They re easier to read Put a block of text next to a bulleted list Before After and a reader will read the bullets first Daily delivery means it s always at Daily delivery means it s always fresh Bulleted lists are consistent with our its peak It s amazing how healthy What makes our organic produce so straightforward trait They also tell our and delicious organic produce can be delicious Here s a lit
14. X4 Half Spark Graphic The half spark denotes bright ideas It appears just above a line of copy a product or a person to convey inspiration Be careful not to overuse the half spark graphic it s easy to do this We ve been there Like anything overuse it and it loses its uniqueness Half Spark in Color What color should the spark be Our primary authorized Walmart yellow PANTONE 1235 C spark is preferred Walmart yellow or PANTONE 1235 C C 0 M 29 Y 91 K 0 R 253 G 187 B 48 Brand approval is required if you need to use a different spark color other than PANTONE 1235 C wl Applying the Halt Spark Graphic Inspired Products When applying the half spark graphic to denote smart product selections it s important to do so correctly and consistently Follow the guides below How to lock up half spark to product e The size of the half spark should match the size of the straight spoke taking up 1 3 the height of the product The distance between the half spark and the product is the height of one spoke measured from the bottom of the middle spoke to the top of the product e When locked up to products the spark should be visually centered horizontally and always be perpendicular not at an angle Z EEE Examples Walmart gt lt Applying the Halt Spark Graphic Inspiring Ideas The half spark graphic can be used with text to communicate smart ideas
15. and not enticing Beautiful photo but too high end restaurant looking Food not presented in a pleasant setting or Not authentic Looks too much like a menu item Food presentation is overly ornate conveying positive message Walmart gt lt EZB Tone and Voice Walmart gt lt A Guide to Writing in Walmart Style Our Tone and Voice It s how we speak to people Through Through the language we use our tone our signage Through our advertising and voice provides the world with yet Through our circular Even through another way of recognizing our brand our e mails presentations and more A very powerful way A Guide to Writing in Walmart Style Parents say it all the time Don t use that tone with mel Customers say it too in much less direct ways Usually it s by shopping somewhere else Learning to use the right tone and voice will help keep them coming back Here s how L Walmart gt lt EB Communicating in the Walmart Voice The Role of Our Brand Personality Traits Knowing and understanding our brand personality traits and how to apply them in your writing is crucial to communicating in the Walmart voice To make it easy to remember them we ll call the 5 traits by the acronym they form So say hi to CRISP Caring Real Innovative Straightforward Positive As you read through the before and after examples you ll be able to detect threads of all our brand personal
16. and to preserve its unique status please Never use it alone or linked to a product or service Don t change the lockup how it s positioned with our logo And maybe less obvious but just as important never recreate the combined logo and tagline art use only authorized original art The different rules on how our tagline should be used appear below Please never ever create taglines and of course don t use any tagline other than our Tagline clear space e Always maintain clear space around e For the signature measure clear Save money Live better space by the height of the r in Walmart for vertical space and the width of the r for horizontal For the symbol measure clear space by half of the height of one spoke e Never allow typography or other elements to invade the signature or the symbol the Walmart signature to protect the logo from distracting graphics Wa l ma rt P or typography p orm pP authorized tagline in any advertising or marketing materials For authorized original artwork for the approved logo and tagline lockup go to walmartbrandcenter com look logos aspx vc oc 23 Minimum Logo Size Please never reproduce the logo tagline lockup smaller than 1 1 4 wide measured from the W to the right side edge of the spark in Walmart Walmart gt lt
17. are preferred They should reflect the demographics of our core customer Studio shots should look like real settings There can be an aspirational aspect to the setting but never out of the realistic grasp of our customer s imagination Walmart Food continued Product should look believable As though it was made or presented by caring hands Avoid making food look like it came from a fast food advertisement It should look straightforward and real but can have some aspirational aspect to it Props should be lifestyle appropriate with our core customer If figures are used follow our lifestyle guidelines Avoid settings looking too perfectly styled Props should be kept to a minimum as to not detract from the product When used they should be pulled from a Walmart product assortment including walmart com if available When pulling props from outside of our assortment keep it real and within the grasp of our customer s lifestyle and aspirations Natural lighting is preferred It should emphasize the freshness of the food and make dishes visually enticing Walmart Incorrect Food Imagery The right imagery will accurately are overly styled perfect abstract reflect the Walmart brand and deflect or clich The examples below comparisons and confusion with our demonstrate common mistakes made competitors Always avoid images that when developing food imagery Over styled not real Composition is generic
18. corner of the talkboxes should always have a 0 1 radius as shown in close up below This radius should be maintained proportionately throughout variations in the talkbox dimensions smallest dimension is smallest dimension is smallest dimension is smallest dimension is smallest dimension is smallest dimension is smallest dimension is 0 to 1 1 to 2 21035 3 to 4 4 to 5 5 to 6 6 and larger corner radius 2 0 1 corner radius 20 2 corner radius 20 3 corner radius 04 corner radius 2 0 5 corner radius 0 6 corner radius 0 7 Our Look and Feel Walma rt id Applying Talkboxes Continued Dos and Don ts of talkbox usage Do make sure you use the correct color for your talkbox outline Approved talkbox outline colors are on page 7 0 The interior of talkboxes should always be white Do use talkboxes to communicate helpful information e g Tips copy device Do use talkboxes to convey special messaging e g Think About This copy device Do use talkboxes when the specially designed graphics for devices are not available Do use them as speech containers attributed to an actual person Do use them as speech containers when Walmart 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 a copy tool Do make the content of talkboxes highly conversational This is crucial
19. erat sed diam voluptua At vero 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 sit amet consetetur sadipscing elitr sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat sed diam voluptua At vero eos et accusam et justo duo dolores et ea rebum Thanks Jane CCS Font Arial Size 10pt Jane Doe Senior Manager Marketing Style bold Color R 26 G 117 B 207 Phone 479 587 2548 Fax 479 587 2548 L Style bold Color black a M Style regular Color black DUUM Walmart Space 702 Southwest 8th Street __ Style regular Color black Bentonville AR 72716 0310 Save money Live better JJ JJ t Style bold Color R 26 G 117 B 207 Open a new e mail to see if everything is in place and present your newly branded signature to the world Walmart gt lt E Walmart gt lt Walmart 702 Southwest 8th Street Bentonville AR 72716
20. in exploriing the possibility of doing business with Wal Mart Stores Inc Feugait nulla facilisi nam liber tempor cum soluta nobis eleifend Mirum est notare quam littera gothica quam nunc putamus parum claram anteposuerit litterarum formas humanitatis Aliquam erat volutpat ut wisi enim ad minim Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiam processus 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 fiant sollemnes in Est usus legentis in iis qui facit eorum claritatem Investigationes demonstraverunt lectores legere me lius Molestie consequat vel illum dolore eu feugiat nulla facilisis at Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor Et quinta decima eodem modo typi qui nunc Sincerely Stephen Quinn Chief Marketing Officer Walmart Walmart gt lt Marketing Stephen Quinn CMO Marketing February 22 2007 Mr Jonathon Maxwell Kansas for Kids P O Box 1234 Kansas City KS 87654 Thank you for your interest in exploriing the possibility of doing business with Wal Mart Stores Inc Feugait nulla facilisi nam liber tempor cum soluta nobis eleifend Mirum est notare quam littera gothica quam nunc putamus parum claram anteposuerit litterarum formas humanitatis Aliquam erat volutp
21. nt le a e e the core character of Walmart Sam Wal built Wal S SUCCESS n rM gt committed to saving strength to helping lower the cost Pisa he ian seine people money so they can live better Our commitment Why we exist How we grow Clean fast Saving people money so they can friendly live better has made us the most successful retailer in the world gt Continuing this success means we all have to deliver Walmart gt lt EB Our Brand Personality Traits It s our job all of us as keepers of the to ensure that our communications do his or her personality Those are the brand to make sure that all of our not conflict with the traits personality traits you ve assigned communications are consistent with that person Our brand personality the following brand personality traits Think of a friend or family member traits describe how we want our At the very least it s up to each of us Now pick five words that best sum up customers to perceive our company C i g We re caring not cold We welcome families with our hometown warmth and exclude no one we welcome everyone through our doors We care about our local communities and are compassionate toward the people in them We re helpful and very engaged Our customers trust us we work hard at never letting them down Real We re real not phony Down to earth and approachable It s the spirit of
22. on unauthorize Do not place the logo on imagery iV ave money L Do not warp the logo Do not apply arbitrary colors to any part of the spark Wa mart Save money Live better Do not place the logo in holding shapes vairiag u d ho vvaliliriaru d ho vvaliliiad L Z aimi ve money Live better Save money Live better Save money Live oney Li tter Savem P x 7 Walmart gt oney Live better Save money Live better almart gt lt Walmart gt lt Wal etter Save money Live better Save money Live better gt lt Walmart lt Walmart gt lt Walmart gt Save mnnevw I ive hetter art Do not use the logo in a repeat pattern Do not replace or reset the typography of the logo even in Myriad Pro Do not use the logo without the spark Wal Do not raise the spark Walmart gt lt EEB Our Primary Color Palette Consistent use of color is one of the easiest and most effective ways to break through marketing clutter To rise above the noise To be a visible needle in a haystack of competing communications Why blue Blue is an integral part of the Walmart visual identity It s also the most popular color of the spectrum and suggests authority dignity security stability heritage and trust Blue also communicates image attributes like friendly approachable reliable and trustworthy Makes a lot of sense doesn
23. up to CRISP our brand personality traits of caring real innovative straightforward and positive The first 5 ingredients are basic to good copywriting in general but need to be listed here to ensure that they re implemented into any piece written in Walmart style We call these the 5 Basic Ingredients Following these first 5 are the 11 Key Ingredients that set Our voice apart from the rest of the herd Walmart gt lt The 5 Basic Ingredients 1 Use an active voice While it s not always possible or appropriate 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 set of guidelines Notice that by making this active NOT imperative a whole other story it warms up the message and includes both we and you For example Before Our organics are delivered daily Our organic produce and consumables are grown on some of America s best farms Then they re delivered to our stores where they re carefully selected and stacked Finally they re taken home and enjoyed by customers just like you After We get our organics fresh Every day Love organics So do we That s why we have them delivered daily from some of the best farms in America Why we select only the juiciest pieces And why we handle them with such great care Wait until you taste them It doesn t get much fresher than this 2 Sp
24. usage e Do always set type in a combination Don t use special effects such as drop of uppercase and lowercase shadow that compromise legibility Do use only approved colors or e Don t change kerning space colors that are easily read in type between letters when setting headlines Do use only the approved or body copy Walmart typefaces Don t distort the typefaces e g expand Do avoid using all uppercase condense or modify the letterforms we don t want to shout Don t substitute other typefaces Please adhere closely to these guidelines when using the Myriad Pro typeface Note Some natural distortion of type is inevitable when used in a photo or illustration All the same please maintain the overall integrity of the typeface always Preferred casing Always be consistent in the Uppercase and lowercase styling in typographic style you use for a headlines and call outs support our particular Walmart service or business brand warmth and friendliness unit It s the best way to create over Please do not use Myriad in all time a distinctive and recognizable uppercase It s a form of shouting on voice for Walmart both paper and screen HEADLINEGOES HERE Headline goes here SAVING PEOPLE MONEY SO THEY C IVE BETTER Saving people money so they can live better Our Look and Feel Walma rt id Applying the Full Spark Graphic Applying the Full Spark Graphic Want to draw attention to
25. Color Ratio Our Typeface Myriad Pro Typographic Style Using Type Effectively Applying the Full Spark Graphic Spark in Color The Full Spark in Action Applying the Half Spark Graphic Half Spark in Color Applying the Half Spark Graphic Products Applying the Half Spark Graphic Inspiring Ideas Applying the Half Spark Graphic Inspired People Applying Talkboxes Talkbox Attributes Applying Talkboxes Examples of Talkbox Usage Photographic Creative Direction Photographic Creative Direction Lifestyle Incorrect Lifestyle Imagery Product Incorrect Product Imagery 2 21 2 22 2 23 2 24 2 25 3 0 3 1 4 0 4 1 4 2 5 0 5 1 6 0 6 1 6 2 7 0 7 1 7 3 8 0 8 1 8 6 8 7 8 10 Food Incorrect Food Imagery Tone and Voice 8 11 8 14 Our Tone and Voice 9 0 Communicating in the Walmart Voice the Role of Our Brand Personality Traits 9 1 Trait 1 Caring 9 2 Trait 2 Real 9 3 Trait 3 Innovative 9 4 Trait 4 Straightforward 9 5 Trait 5 Positive 9 6 The 16 Ingredients for Cooking up Copy Walmart Style 9 7 Internal Communication Resources PowerPoint Templates with Logo 10 0 PowerPoint Templates Logo and Retail Tagline 10 1 PowerPoint Templates Logo and Country Lockup 10 2 Stationery with Logo 10 3 Stationery with Logo and Retail Tagline 10 4 Stationery with Logo and Country Lockup 10 5 E mail Signature with Purpose Statement 10 6 E mail Signature with Reta
26. HIJKLMN OPORSIUVWXY 1234507 890 To purchase our authorized fonts go to adobe com type browser P P_1706 html I Walmart gt lt GEB Typographic Style An easy way to add personality to all The chart below demonstrates a range e Relevant to the particular mood communications is through the use of of weights of Myriad Pro that may be or emotion desired typography Use typeface type size applied to Walmart branded materials e Supportive of selected brand and type weight wisely to establish a Type selections should always be or product imagery clear hierarchy of information You ll be amazed at the results you can get Myriad Pro Light It also works really well on large Myriad Pro Light is approachable and headers in print applications and human Use of this lighter weight is can often add an air of formality to also appropriate when a more fashion copy in for example tribute ads N forward or feminine voice is needed Myriad Pro Regular It s effective when used with large Myriad Pro Regular is a friendly amounts of text reversed out to functional sans serif typeface white or with solids and imagery that works well across all media a D C and applications ABC Myriad Pro Bold Myriad Pro Bold also works well Myriad Pro Bold is ideal for headlines when a more basic and practical and subheads It also adds oomph voice is needed such as in when you need to place special signage for departm
27. Marketingese at the expense of a friendly and conversational tone Sometimes creating the tone especially in headlines calls for additional words that move the message forward For example L Walmart gt lt Before Our trucks deliver every day so our organic produce is always fresh Produce that s grown using organic farming methods has a great amount of flavor Especially when it s recently been picked and is delivered quickly to your market so it s as fresh as it can be by the time you buy it That s why we put systems in place to make sure that our produce is delivered each and every day from some of the most reputable farms in America right to the produce section of your Walmart store The benefit to you is that you can enjoy that satisfying feeling of having provided the best quality freshness and taste to each member of your family And because the prices are so low it ll help you save money too After Daily delivery means it s always fresh Organic produce is delicious Especially at the peak of freshness That s why we have ours delivered each and every day from some of America s finest farms So you can enjoy the satisfaction of giving your family the very best At prices that ll keep your budget healthy too The 5 Basic Ingredients Continued 4 Treat punctuation like words carefully Headlines that are sentences and most Before After exceptions that may not be should Dear
28. Props should be kept to a minimum as props from outside of our assortment heavy shadows When studio lighting to not detract from the actual productin keep it real and within the grasp of our is necessary it should look natural lifestyle settings Products can also be customer s lifestyle and aspirations shot without context for silhouetted use Photographic Creative Direction Walma rt 2 Incorrect Product Imagery Pick the right images and you ve fought accurately reflect the Walmart brand half the battle in creating a successful and deflect comparisons and confusion communication Whether photography with our competitors or illustration the right imagery will Do not place products in abstract environments Do not use overly saturated color filters Do not overly abstract or crop products Do not create clich compositions Do not use overly propped product imagery Photographic Creative Direction Wa ma rt E EXB Food Food should be fresh and inspiring It should have that home cooked appeal and never feel out of the grasp of our customer Photographic Creative Direction Walma rt Food continued Place food items in real settings Food should look fresh and natural Do not over style items They should look delicious appetizing and healthy Selective focus can be used to focus on the product letting the background and foreground become softer in focus Photographic Creative Direction Real locations
29. Save mone Live better Do not use two colors to split the tagline Save mone Live better The tagline should only be reversed out of holiday colors The half spark should only appear in blue yellow or white knocked out of blue Our Look and Feel SaveNnoney Live batter The 2 color version should always show the tagline in white and the half spark in yellow never both Saveamoney Live tter Save maney Save money lo Live better Save money Save money Live better Live better The half spark should not be used with holiday colors Save oney Save money Live better K Live beter Walmart gt EB Using the Logo with Internal Department Names Locked up type treatments let d einen ee cco Need a department type treatment lockup ways that are consistent with the E mail the Brand Center at Walmart brand Below are acceptable examples of how to lock up department B HAN DC E N So wa m d L CO Y names to our Walmart logo as well as how to separate the artwork Standard stacked Walmart Walmart medium blue or PANTONE 285 C C 89 M 43 Y 0 K 0 e Min x t t R 26 G 117 B 207 epar yen Walmart yellow or PANTONE 1235 C C 0 M 29 Y 91 K 0 R 253 G 187 B 48 1 3 X 1 2 X LAFI P Walmart M Department Horizontal Walmart gt lt EZB Examples of Department Type Treatments The
30. To this Save money on snacks Fruits and vegetables Fish poultry and beef And much much more Use your judgment with this ingredient If it contributes to the rhythm use it If it just makes the paragraph you re creating choppy don t It s one of the ways we make our tone and voice distinctive and recognizeable so do use it But like we just said use your judgment For example L Walmart gt lt After Taste organics at their freshest Juiciest And most delicious Is there anything more satisfying than fresh organics Not that we know of Which is why we have them delivered daily from some of America s finest farms And why we make sure each piece we sell is perfectly ripe Wholesome And bursting with juicy flavor Sounds delicious doesn t it Then just wait until you taste them for yourself The 11 Key Ingredients Continued 11 Get personal with pronouns Whenever possible use personal pronouns to bridge a connection between you and your reader Our Your We You Compare this Walmart s unbeatable prices help customers get what they need To this Our unbeatable prices help you get what you need Not only do personal pronouns resonate better they often save space too For example Questions We re here to help Send what s on your mind to BRAANDCEN86 wal mart com or leave us a voice mail at 479 277 7859 L Walmart gt lt After We work hard to bring you the fr
31. al d b Table of Contents Our Brand Who is Our Customer Price Value Shoppers Brand Aspirational Shoppers Price Sensitive Affluent Shoppers What is Our Brand Identity Our Company s Purpose Our Positioning Brand Character and Commitment Our Brand Personality Traits Our Look and Feel Our Look and Feel Logo Specifications Logo with Retail Tagline Specifications Using the Purpose Statement Incorrect Use of the Purpose Statement Using the Retail Tagline without the Logo Using the Retail Tagline with the Half Spark Incorrect Use of the Retail Tagline Using the Logo with Internal Department Names Examples of Department Type Treatments Using the Logo with Multi line Department Names Examples of Multi line Department Names Examples of Department Type Treatment Applications Using the Logo with Retail Service Names Examples of Walmart Retail Service Type Treatments Examples of Walmart Service Type Treatments in Applications Using the Logo with Country Names 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 2 0 2 2 2 4 2 6 27 2 8 2 10 2 11 2 12 2 13 2 14 2 15 2 16 2 17 2 18 2 19 2 20 Example of Country Type Treatments Example of Country Type Treatment Applications Using the Logo Country Names amp Multi line Department Names Discontinued Logo Tagline Treatments Incorrect use of the Logo Our Primary Color Pallete Our Core Colors
32. anics So do we That s why we have them delivered daily from some of the best farms in America And why we offer only the freshest juiciest pieces Come in for a free taste and we re sure you ll agree It doesn t get any fresher than this 2 Be conversational Not formal except when appropriate Not stiff ever A very conversational tone is what sets us apart from other retailers who tend towards Marketingese We often speak in fragments so it s perfectly fine to use them in your writing but be careful not to sound choppy Use we you our yours to make your copy warmer and more personal A non salesy conversational tone in copy can be the reason a sentence is a fragment very short or longer than you might think it needs to be In writing Walmart style you ll often be writing in ways that you either never thought you would or have always been told not to with the goal of achieving Walmart gt lt a conversational tone A lot of our headlines can be shortened at the expense of warmth So what s more important Brevity or the conversational tone that ladders up to our brand personality traits of caring and real By focusing on dialing in these two brand personality traits while making sure we re still straightforward we avoid using imperatives We don t tell our customers what to do we give them information that they use to decide what to do This avoids Marketingese Bu
33. ares something new rather than a space conversion Change is positioned as great news and tells about exciting new items that will be featured Includes words like hottest adventurous and creations Trait 4 Straightforward When you craft your messages to be straightforward you re sharing information or a point of view One of the greatest speeches of all time the Gettysburg address took Lincoln only two minutes to deliver Ten sentences 272 words Good writing is clever Great writing is clear The best writing is clever AND clear Clear Simple Upfront To the point No hidden agendas Uncomplicated Honest Open Walmart gt lt How to be straightforward Make clarity king Is your message crystal clear If not take another shot Be brief Say the most with the fewest words possible Get to the point Be 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 paragraphs Blocky text and run on sentences hurt your message Don t be wishy washy Take a point of view and have it run through your message Examples of the straightforward trait before and after Before Walmart was founded on and has always focused on one simple idea we save people money so they can live better We always give them low prices on great products and leading brands
34. at ut wisi enim ad minim Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiam processus 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 fiant sollemnes in Est usus legentis in iis qui facit eorum claritatem Investigationes demonstraverunt lectores legere me lius Molestie consequat vel illum dolore eu feugiat nulla facilisis at Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor Et quinta decima eodem modo typi qui nunc Sincerely Stephen Quinn Chief Marketing Officer Walmart Memo Fax Walmart 2 To From Date Fax Organization Phone Fax Total pages Phi RE Conference report Memo Walmart gt lt Conference Report Walmart gt Internal Corporate Communications Walmar al d bh Stationery with Logo and Retail Tagline Suitable for Walmart Retail Use We may be in the digital age but that doesn t mean the letter is dead Just the opposite When you want to make an impact put it in black and white In our case it s black and white and PANTONE 285 C Maximize impact and do the brand champion thing by using only tools consistent with our brand guid
35. bruary 22 2007 Mr Jonathon Maxwell Kansas for Kids P O Box 1234 Kansas City KS 87654 Thank you for your interest in exploriing the possibility of doing business with Wal Mart Stores Inc Feugait nulla facilisi nam liber tempor cum soluta nobis eleifend Mirum est notare quam littera gothica quam nunc putamus parum claram anteposuerit litterarum formas humanitatis Aliquam erat volutpat ut wisi enim ad minim Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiam processus 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 fiant sollemnes in Est usus legentis in iis qui facit eorum claritatem Investigationes demonstraverunt lectores legere me lius Molestie consequat vel illum dolore eu feugiat nulla facilisis at Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor Et quinta decima eodem modo typi qui nunc Sincerely Stephen Quinn Chief Marketing Officer Walmart Memo Conference report Walmart gt lt Fax To From Date Fax Organization Phone Fax Total pages Phi RE ave money Live bett Memo Walmart gt lt Walmart gt lt Save money Live bet Conference Report
36. cess by the alignment of the We convey our brand identity through our promise to deliver on low prices communications and experiences every form of communication and to the quality of the products we sell people have with our brand Brands exist in the mind Quality purses Community Unbeatable relations prices Easy B Safety shopping E 3 Fi policies The Walmart brand identity is the complete Financial alignment of what Customer inns ea custeme ses kear Maiei Mrd read experience and think about Walmart products and services Public 9o E k Me Communications relations B X practices Culture Distribution channels Knowledgeable associates Walmart EXE Our Company s Purpose Our company s purpose is our reason for being Saving people money so they can live better It drives all our business decisions and actions It s the guiding philosophy we communicate with pride both internally and externally U Walmart gt lt EEB Our Positioning Brand Character and Commitment NN For price sensitive shoppers sa dams iir niit Walmart is the retailer that helps tothe marketplace Alofour communications and actions must gt them feel smart and live better support our brand positioning because only Walmart delivers unbeatable prices on the brands they trust in an easy fast one stop shopping experience Our brand character Servant leadership has long been S a V a
37. d k s Do not create dark and moody environments Composition is overly complex and lacks emotional connection Overly posed Photographic Creative Direction Wa ma rt x ED Product Product is hero All attention should be made to highlight product and have it support our brand personality J Photographic Creative Direction Wa ma rt AM Product continued If using natural setting add a human Selective focus can be used to focus touch to it It should feel real Try making on the figure and product letting the an emotional connection to the viewer background and foreground become The figures should emote a sense of softer in focus caring happiness fun playfulness or contentment never never too much seriousness Photographic Creative Direction Walmart Real locations are preferred They should reflect the demographics of our core customer Studio shots should look like real settings There can be an aspirational aspect to the setting but never out of the realistic grasp of our customer s imagination Product continued Styling Lighting Product should have a straightforward When used they should be pulled froma Natural lighting is preferred The use look Avoid over styling the setting Walmart product assortment including of heavy fill flash should be avoided We re neat and casual Never too slick walmart com if available When pulling Lighting should be balanced without
38. d 3 line stack Walma rt 7 gt m Lorem Ipsum Dolor e sit Amet E Tetuer Adipiscing Max 1 3X 1 2X 2 Lorem Set feat Horizontal g ais E psum 2 line stack Walma rt ll ss Dolor Sit Amet _______ yd 2 Lorem Set Un y ws psum OPRET Walmar t j Dolor Sit Amet 2x PPNA STAEN Tenet Dolor Fro 2X Walmart EZB Examples of Department Type Treatment Applications Below are acceptable examples of how to use type treatment lockups to identify individual departments T shirts Front and back of hats Walmart gt lt Walmart gt lt Department Title Department Office signs First Last Name One Team One Dream Walmart Department Walmart Department Walmart gt lt EZB Using the Logo with Retail Service Names Locked up type treatments let services Need a service type treatment locku p identify themselves in ways that are consistent with the Walmart brand E mail the Brand C enter at Below are the three types of service type treatment lockups B RAN DCEN So wa m a ILCO M Standard stacked Walmart medium blue al m a r or PANTONE 285 C 1 3 x C 89 M 43 Y 0 K 0 R 26 G 117 B 207 is S e rvi Ce Walmart yellow or PANTONE 1235 C C 0 M 29 Y 91 K 0 R 253 G 187 B 48 Standard stacked with l KS a service title i a nm a Y 1 3 x 23x service X 213 Title Horizontal
39. e around the Save money Live better e tagline to protect it from distracting Save m Q n ey L i ve bett e r graphics or typography For the horizontal tagline measure clear space by the height of the r in better all the way around For the stacked tagline measure clear space by the height of the r S ave m O n ey in better for vertical space and the width of the r for horizontal L b tt Never allow typography or other L ve e e r elements to invade the signature or the symbol re eg gne umi pue a ecco ruere uere er rl ca o TH ME MEE v ey ITUR a Neue T I sry uu uc rm Minimum size The Walmart tagline reproduces well Save money Live better p at almost any size Going too small however can damage the tagline s integrity and effectiveness So 3 4 3 8 please Never reproduce the tagline smaller than 3 4 wide measured from the S to the right side of the r Small size lockup use Special small size artwork should Save money Live better Save money Live better be used when reproducing the horizontal tagline in cases where it s needed to be 1 7 8 or smaller 1 7 8 11 16 measured from S to the right side edge of the r in better For the stacked tagline it Should be used when smaller than 11 16 measured from S to the right edge of y in money You ll find it easier to read and reproduce
40. e money Live better Title set in Arial 28pt bold Heading Bullet copy set in Arial 20pt Heading Bullet copy set in Arial 20pt Title goes here set in Arial 28pt bold Walmart gt lt Save money Live better L White on blue Occasionally especially in large To add even more Walmart style to format presentations a reversed out your presentation use approved version of the home team PowerPoint images from our library is needed Please use this away team version for those infrequent cases Cover page Divider page Text and sidebar page Chart page Headline set in Arial 18 bold ale Walmart gt lt Save money Live better Heading Bullet copy set in Arial 20pt Heading P Bullet copy set in Arial 20pt Title goes here set in Arial 28pt bold Title set in Arial 28pt bold Walmart gt lt Walmart gt i EZB PowerPoint Templates with Logo amp Country Lockup Suitable for International Use ee Find two downloadable PowerPoint owerPoint template whether you re presenting internally to suppliers tem plates here to trade groups anytime you re presenting in an official capacity for Wad Mad rtora ndcenter co m l OO k Walmart m powerpoint aspx Blue on white This is the preferred template Use this Consider this the home team uniform one as much as possible it ll keep you for Walmart PowerPoint presentations on brand and consistent Cover page D
41. eakto benefits Whenever possible and appropriate speak more to benefits than features in product copy Benefits help the customer more than just features and show that we care by carrying innovative products Instead of the feature focused This MP3 player includes a built in voice recorder the right approach would say This MP3 player lets you record notes to yourself an entire lecture or your baby s first sounds 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 on some of America s best farms Then it s delivered to our stores where each piece is carefully selected and stacked Finally they re taken home and enjoyed by customers just like you After Our daily deliveries mean fresh taste for you Organic produce tastes great Especially when it s at its freshest That s why we have ours delivered daily from some of America s finest farms So you can enjoy the satisfaction of giving your family the best At prices that ll keep your budget healthy too 3 Say more with fewer words Like our EDLC Every Day Low Cost way of business embrace a frugal approach to words though not sacrificing conversational tone and warm demeanor Rewriting is the best way to achieve this Headlines however can often be an exception Saying the most with the fewest words doesn t mean writing in
42. ed Logo Tagline Treatments i it c i i e Discontinue using the Walmart We realize it s like saying goodbye to e ec an old friend but we re not We re Discontinue using any other a asad i Walmart logo tagline treatments SAYING Hi LO a friend who 3 enjoying a not approved or shown on page 2 1 professiona Ma keover By discontinuing the use of non approved logo tagline treatments we simplify our current identity system What does this mean for us A smoother faster easier transition to our new brand SUPERCENTER Do not use the Walmart Supercenter logo Do not use multiple colors in a subhead WAL MART Do not create variations for the Walmart logo Do not use any retired Walmart logo artwork Walmart gt lt Intewfational Do not lockup the Walmart logo with International Do not use Walmart with spark logo artwork where the spark is raised above the baseline of Walmart Walmart gt lt Incorrect use of the Logo The logo is the primary visual representation of the brand and needs to be treated respectfully Changing any part of the logo will jeopardize consistency and weaken its impact Please avoid doing the following Do not apply any one color even if part of the Walmart palette to the logo e money Live better Do not assign arbitrary colors to any part of the logo oney Live better Do not change the spark and logoty pesi Do not place the logo
43. elines like approved typefaces color and paper stock For authorized original artwork for the approved stationery go to walmartbrandcenter com look stationery aspx Letterhead Personalized letterhead Fax cover Walmart gt lt February 22 2007 Mr Jonathon Maxwell Kansas for Kids P O Box 1234 Kansas City KS 87654 Thank you for your interest in exploriing the possibility of doing business with Wal Mart Stores Inc Feugait nulla facilisi nam liber tempor cum soluta nobis eleifend Mirum est notare quam littera gothica quam nunc putamus parum claram anteposuerit litterarum formas humanitatis Aliquam erat volutpat ut wisi enim ad minim Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiam processus 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 fiant sollemnes in Est usus legentis in iis qui facit eorum claritatem Investigationes demonstraverunt lectores legere me lius Molestie consequat vel illum dolore eu feugiat nulla facilisis at Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor Et quinta decima eodem modo typi qui nunc Sincerely Stephen Quinn Chief Marketing Officer Walmart Walmart gt lt Marketing Stephen Quinn CMO Marketing Fe
44. ents like El b C emphasis on a particular word TLE Tire and Lube Express Myriad Pro Italic use It s a workable alternative Myriad Pro Italic is used much less for instances where a script font often than its siblings Myriad Pro Light might be desired It also can Regular and Bold Use Myriad Pro Italic impart a more feminine feel when referring to book movie or music than Bold or Regular similar to d C titles to add a more subtle emphasis Myriad Pro Light than would be achieved with Myriad Pro A B Bold and with great care for any other Walmart SEE Using Type Effectively Think of the most powerful brands you Sticking to the approved families is the hallmark of a true brand know Now think of how identifiable of Myriad Pro exclusively gives us champion Download the approved their typography and branding elements over time ownership of the look and Walmart core typeface at are On a billboard Glimpsed through feel the typeface contributes to our http www adobe com type the corner of your eye on someone s branding efforts browser P P_1706 html desk Seen on a sign as you walk past a display at your local Walmart We Developing creative for Walmart Not working on a graphic e g buttons see the brands even before we read Whether you re a graphic designer or and banners Please use Arial for non the message working with one using Myriad Pro graphic desktop applications Dos and Don ts of typeface
45. es from America s best farms we work just as hard to ensure you get it fresh One taste and we think you ll agree Hard work has its rewards L Walmart gt lt EB The 11 Key Ingredients Continued 8 Use imperatives only when necessary Before Come taste our fresh organics NOW Get off your couch and hurry down here for a taste of our fresh organic produce Don t waste money by shopping at other stores And don t settle for second best Come to Walmart to enjoy the true taste of organics at truly unbeatable prices We don t tell our customers what to do we give them information that they use to decide what to do By avoiding imperatives we don t put ourselves in the position of demanding action by our customers For example After Now s the time for sweet juicy organics Now you can enjoy our delicious organic produce for less than ever Why Because we ve been working hard to keep our prices low And with daily deliveries from America s best farms we work just as hard to ensure it s always fresh Bringing you the best isn t always easy but it s always worth the effort 9 Use first person instead of third Before Walmart gets organics at their freshest Each and every day Love organics So does Walmart That s why the company has them delivered fresh daily Straight to Walmart stores from some of America s finest farms It s also why Walmart takes care to select only the freshest juici
46. eshest organics We know you love organics Which is why we have them delivered straight to our stores daily It s also why we take care to select only the freshest juiciest pieces So you get to taste produce that s at its very best Before Walmart works hard to bring customers the freshest organics Walmart knows people love organics Which is why the company has them delivered straight to Walmart stores daily It s also why it takes care to select only the freshest juiciest pieces So customers get to taste produce that s at its very best It s important to always keep in mind that writing in the Walmart tone and voice doesn t mean that everything we write should sound the same Not at all Most important of all is to write for the audience while weaving our brand personality traits into your copy Do it often enough and you ll see how easily it can become second nature I x Yv d PowerPoint Templates with Logo Suitable for Corporate Use dii d oda Miu Find two downloadable PowerPoint owerPoint template whether you re presenting internally to suppliers tem plates here to trade groups anytime you re presenting in an official capacity for Wad Mad rtora ndcenter co m l OO k Walmart m powerpoint aspx Blue on white This is the preferred template Use this Consider this the home team uniform one as much as possible it ll keep you for Walmart PowerPoint presentations on brand and consisten
47. est pieces So come taste for yourself And discover why Walmart s new produce section has fruit lovers raving Avoid regal referring No need to call ourselves Walmart when we or us will do just fine Say We love to save you money instead of the more stilted Walmart loves to save you money It s not Find everything you need at Walmart but We ve got everything you need For example After We get organics at their freshest Each and every day Love organics So do we That s why we have them delivered fresh daily Straight to our stores from some of America s finest farms It s also why we take care to select only the freshest juiciest pieces So come taste for yourself And discover why our new produce section has fruit lovers raving 10 Use periods instead of commas for a series or sentence list Before Taste organics at their freshest juiciest and most delicious Is there anything more satisfying than fresh organics Not that we know of which is why we have them delivered daily from some of America s finest farms and why we make sure each piece we sell is perfectly ripe wholesome and bursting with juicy flavor Sounds delicious doesn t it Then just wait until you taste them for yourself Make sentences more easily digestible by using periods instead of commas Go from this Save money on snacks fruits and vegetables fish poultry and beef and much much more
48. f the r ig Small size lockup use Special small size artwork should be used when reproducing the Saving people money horizontal tagline in cases where so they can live better it s needed to be 1 7 8 or smaller measured from S to the right side edge of the r in better ae Using the tagline with half spark on a color background Saving people money Saving people money so they can live better so they can live better The preferred is in Walmart middle blue with a Walmart yellow purpose statement The purpose Saving people money statement can also be used in white so they can live better on Walmart middle blue Walmart medium blue Walmart yellow or PANTONE 285 C or PANTONE 1235 C C 89 M 43 Y 0 K 0 C 0 M 29 Y 91 K 0 R 26 G 117 B 207 R 253 G 187 B 48 Walmart gt lt Sm Incorrect uses of the Purpose Statement Saving peo ney sot n live better Do not use yellow on white Saving peo oney Saving peo oney SO an live better sot an live better Do not use two colors to split the purpose statement Saving peo oney Saving peo oney SO an live better SO an live better The tagline should not be reversed out of seasonal colors Saving peo oney Saving peo oney SO Can live better SO an live better The tagline should not be reversed out of any other colors Walmart gt lt Using the Retail Tagline without the Logo Tagline Clear Space e Always maintain clear spac
49. fore and after Before Announcing the Conversion of This Space for Sushi In the past we ve always worked hard to serve our customers and bring them new products at Every Day Low Prices With that in mind we ll be bringing sushi right here into our supercenter Only supercenters with facilities that can accommodate this new offering and a sushi chef will offer this delicacy This store is one of them All of our sushi will come with ginger wasabi soy sauce and chopsticks We ll also have sushi kits Thank you for your patience as we get set up and ready to bring you fresh sushi This sign s headline announces a conversion lateral change rather than something new Copy looks back at historic accomplishments rather than forward to what we re doing that s new and exciting Apologetic about changes Walmart gt lt After New at Walmart Fresh Sushi Great News You asked for it we listened Starting February 27 we ll be featuring fresh sushi right here Handmade on site by a trained sushi chef With all the trimmings wasabi pickled ginger and Soy sauce Even chopsticks Choose from the hottest creations e California roll e Grilled eel e Fresh tuna e Vegetarian rolls and more including a wide variety of combos Feeling adventurous We ll even have do it yourself sushi kits So stop by this store February 27 for sushi fresh every day at unbeatable prices The revised headline sh
50. hn Doe Hi John Lorem ipsum dolor sit amet consetetur sadipscing elitr sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat sed diam voluptua At vero 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 sit amet consetetur sadipscing elitr sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat sed diam voluptua At vero 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 sit amet consetetur sadipscing elitr sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat sed diam voluptua At vero eos et accusam et justo duo dolores et ea rebum Thanks Jane CCS Font Arial Size 10pt Jane Doe Senior Manager Marketing Style bold Color R 26 G 117 B 207 Phone 479 587 2548 Fax 479 587 2548 L Style bold Color black a M Style regular Color black DUUM Walmart Space 702 Southwest 8th Street t Style regular Color black Bentonville AR 72716 0310 Saving people money _________________________________ Style bold Color R 26 G 117 B 207 so they can live better Open a new e mai
51. il Tagline 10 7 For general questions about our guidelines please contact Brand Center Help vm 479 277 7859 BRANDCEN86 wal mart com Copyright 2009 Wal Mart Stores Inc All rights reserved Unauthorized duplication is a violation of all applicable laws 1 eee Walmart gt lt Our Brand Walmart gt lt The Walmart Brand Positioning Who is Our Customer Effective communications They re just not possible unless you know who you re talking to Our customers Our boss Sam Walton once said There is only one boss The customer And he can fire everybody in the company from the chairman on down simply by spending his money somewhere else Like every great business story ours starts with the customer What they want is the most important And though each person is different from the next they all appreciate how we help them reduce the stress caused by high prices on a limited budget They are price sensitive shoppers For them spending less on some things means being able to enjoy the moments that make life special Walmart gt lt EXE Price Value Shoppers Say hi to Our Price Value Shoppers They ll smile at you because they know that you re working to save them money on their everyday needs They appreciate that and are loyal to us because we help them live better with what they can save by shopping at Walmart You ll ind them mostly in rural Walmart helps my paycheck go fur
52. imple everyday words Down to earth Friendly Genuine FUN Hometown Local Unpretentious Self effacing How to be real Write conversationally The way people talk Real people Be friendly in your copy Real people like other real people Show it in your tone Never be phony There s no place for hucksters at Walmart so don t write like one Be sincere Use words that average people understand Using big words just to impress is pretentious Be humble Being modest and self effacing in addressing great achievements works best We re not braggarts Sound approachable Your words should have an undertone of I m glad to see you Use humor appropriately Humor engages so use it occasionally to get a point across but never at the expense of others Examples of the real trait before and after After We re Americans We laugh We cry We love We celebrate our differences and unite to defend our great country But freedom doesn t come without a price All of us here at Walmart salute the Great Generation who kept our country safe then and those who keep us safe today Before Walmart supports the following Idaho Public Television program about American participation in World War II We salute the soldiers who fought and died for freedom Some might say the Before version of this TV program sponsorship spot is straightforward and to the point And they d be right But without the real trai
53. ity traits Follow these guidelines in your writing All 5 traits will be there even if represented by just one word L Walmart gt lt GE Trait 1 Caring Think of someone you care about Now think how you would convey a message to them You d be respectful You d think about how you can help them You d want them to trust you and know that you have their best interests at heart Your message would exude warmth Family friendly Engaged Reliable Helpful Trustworthy Ethical Welcoming Passionate Compassionate Respectful How to be caring Write with empathy Look at your communication in terms of the other person Make it obvious that we ve done our homework Always know what you re talking about It breeds trust and shows you care enough to research Show that we re there for them Include 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 always Everyone deserves it Be friendly not familiar Smile at customers but don t put your arms around them Offer helpful suggestions We all need tips on how best to use products or services Be passionate If it matters to our customers associates and suppliers it matters to you Ask questions Even if they re not meant to be answered It engages the reader listener Keep the volume down Avoid u
54. ivider page Text and sidebar page Chart page mox cm gum ze oru 5d muxmd SE ZU CEMD PDAZUGET ee zac MES ON ORA US Ua BU Ho RGU UE Don dote Lxx me s me Po IET Bm copy eem modum pur Tila poss hara sat in Arim ns end ilia White on blue Occasionally especially in large To add even more Walmart style to format presentations a reversed out your presentation use approved version of the home team PowerPoint images from our library is needed Please use this away team version for those infrequent cases Cover page Divider page Text and sidebar page Chart page LL F h ied rh TEM goes here sat in An zd Ecos d JL DL LLL Walmart gt lt G3 Stationery with Logo Suitable for Corporate Use We may be in the digital age but that doesn t mean the letter is dead Just the opposite When you want to make an impact put it in black and white In our case it s black and white and PANTONE 285 C Maximize impact and do the brand champion thing by using only tools consistent with our brand guidelines like approved typefaces color and paper stock Letterhead Personalized letterhead Fax cover For authorized original artwork for the approved stationery go to walmartbrandcenter com look stationery aspx Walmart gt lt February 22 2007 Mr Jonathon Maxwell Kansas for Kids P O Box 1234 Kansas City KS 87654 Thank you for your interest
55. l to see if everything is in place and present your newly branded signature to the world Walmart gt lt EZB E mail Signature with Retail Tagline Suitable for Walmart Retail Use When writing on behalf of Walmart it s Professional e mail programs let you important to maintain professionalism create a signature that lives in the and that means using an approved footer of every message To find out brand consistent e mail signature with how to set up a signature in your all the right sign off information It s the program check your user manual or brand champion thing to do online help E mail signature Follow the formatted sample below to mailstop number extended ZIP code create a signature that reflects Walmart s in your contact information for prompt identity Remember to include your mail delivery eoe Introduction to the wal mart brand Inbox C3 Delete Junk Reply Reply All Forward Print Jane Doe Introduction to the Walmart brand gt February 16 2007 9 44 51 PM EST To John Doe Hi John Lorem ipsum dolor sit amet consetetur sadipscing elitr sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat sed diam voluptua At vero 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 sit amet consetetur sadipscing elitr sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam
56. lf spark on images Half spark on images with measurement L Walmart EZB hopping that s quick and easy Talkboxes Attributes Acceptable outlined talkbox colors Use only approved outlined talkbox colors on the right side Do not use different filled colors other than white Clear space Walmart jm jm Walmart medium blue or PANTONE 285 C C 89 M 43 Y 0 K 0 R 26 G 117 B 207 Walmart dark blue or PANTONE 287 C C 100 M 68 Y 0 K 12 R 0 G 56 B 150 Walmart light blue or PANTONE 284 C C 55 M 19 Y 0 K 0 R 108 G 171 B 231 jm jm jm jm al 7 Walmart orange or PANTONE 166 CVC C 0 M 64 Y100 K 0 R 244 G 123 B 32 Walmart yellow or PANTONE 1235 C C 0 M 29 Y 91 K 0 R 253 G 187 B 48 Walmart light green or PANTONE 368 C C 57 M 0 Y 100 K 0 R 97 G 191 B 26 Walmart dark green or PANTONE 364 C C 65 M 0 Y 100 K 42 R 51 G 115 B 33 Applying lTalkboxes Talkboxes size The tail should be 20 of the shortest length of the talkbox It may be flushed left or right but it should always appear at a 45 degree angle X 45 angle 20x On the Grid The size of the talkbox is flexible as long as it remains in the increment of 0 5 The minimum size of a talkbox is 0 5 x 05 Border weight The border weight should be 1 1 5 pt depending on the size of the talkbox Corner radius The
57. lockups below are examples To find authorized original artwork for your of existing approved artwork department please e mail the Brand Center at BRANDCEN86 wal mart com i Walmart gt lt Marketing Walmart gt lt Logistics Walmar Financial Services Walmart gt lt Human Resources Walmart gt lt Merchandising Walmart gt lt EZB Examples of Multi line Department Names ounce reds em To find authorized original artwork for your department please e mail the Brand Center at BRANDCEN86 wal mart com 1 Walmart gt lt Global Continuous Improvement Walmart gt Supply Chain Center of Excellence Walmart gt lt EZB Using the Logo with Multi line Department Names Some departments have long names hattedunamontharoneinetee Need a department type treatment lockup are guidelines about when to create a E mail the Brand Center at multi line department name BRANDCEN86 wal mart com Department line length als Department names should not exceed Wa Ima rt 7 X 8 times the height x of the Walmart logo itis being locked up to Bie te et gta gt 4 In instances where the names miss the i cut the character count should not be i e v more than 20 give or take El ma r o i Y Lorem Ipsum Dolor Walmart gt lt Lorem Set Ipsum Dolor Stacked al 2 an
58. mart The 11 Key Ingredients Continued 5 Use short sentences A staccato rhythm interspersed with Before longer not run on sentences keeps We get organics at their freshest each an audience s interest Use the longer and every day Do you love organics sentences to keep the rhythm from So do we and that s why we have them becoming choppy Again Headlines will delivered daily to our stores from some often be an exception especially when of America s finest farms and it s also adding you your our we etc to make why we offer only the freshest juiciest them more conversational For example pieces Come on down and taste for yourself and we re sure you ll agree that it just doesn t get any fresher 6 Ask questions Help vary the rhythm of your writing Before with questions Inserting questions into Organics at their freshest Count on your messaging keeps your readers it There s nothing more satisfying than engaged It also makes them do more fresh organics Which is why we have than just listen Do we expect them to them delivered daily from America s answer Of course not But it does help finest farms And why we make sure keep things moving right For example each piece we sell is perfectly ripe wholesome and bursting with juicy flavor Yeah we agree it does sound delicious Now just wait until you taste them for yourself 7 Avoid Marketingese in your copy Read your copy out loud to yourself Befo
59. ny fresher than this The 11 Key Ingredients Continued 3 Use a gender neutral voice The speaker not the audience Can you tell if it s a man or a woman the message is coming from Unless it s important for it to take on a gender for appropriate reasons read the message in your head with a female voice and then with a male voice While our customer is referred to as she with target demographics primarily female Walmart is a company of both genders The voice should reflect that Too masculine Nothing stands in the way of our organics Nothing There s gonna bea smack down if anyone tries to slow our daily shipment of fresh organic produce Why Cause we know how bad you want that sweet juicy flavor dripping over your fists with every hungry bite So we beefed up our delivery fleet with over 2 million tons of road churning fuel burning Detroit steel And not even Mother Nature dares get in the way of that kind of power Too feminine Our shiny new trucks are just adorable And fresh organics daily can help you watch your figure It is so irritating to diet diet diet and still not be able to wiggle into that new dress Trust us honey We ve been there That s why we find only the sweetest juiciest organics and have them delivered every morning by really cute truck drivers Because fresh is fashionable And the more you watch your figure the more others will too Just right Fresh organics ever
60. o color When the logo appears on a white background use our Walmart medium blue primary authorized Walmart bakai OT ANTONE e P C 89 M 43 Y 0 K 0 medium blue PANTONE 285 C i e R 26 G 117 B 207 Walmart yellow or PANTONE 1235 C C 0 M 29 Y 91 K 0 R 253 G 187 B 48 Walmart medium blue NU or PANTONE 285 C C 89 M 43 Y 0 K 0 R 26 G 117 B 207 Walmart dark blue IM or PANTONE 287 C C 100 M 68 Y 0 K 12 R 0 G 56 B 150 Walmart light blue E or PANTONE 284 C C 55 M 19 Y 0 K 0 R 108 G 171 B 231 Alternative color backgrounds Our primary authorized Walmart medium blue PANTONE 285 C is preferred when you need a blue background When using blue as a background reverse out the logo When the Walmart logo is used on a color background that is in equal value or brighter than PANTONE 285C reverse the logo out to white e Our two other blues PANTONE 287 C and PANTONE 284 C are acceptable if necessary though NOT preferred They may be used in restricted instances such as in materials for services for example 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 SE Logo with Retail Tagline Specifications Taglines are an integral part of conveying a brand image To maximize its impact
61. om others By applying these five basic traits to our creative direction we ll succeed in defining the Walmart brand Caring Think about what type of photography conveys caring best It usually includes some 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 every aspect of our photographs When we care enough to speak from the brand the customer will respond Hea We re real we strive to be unpretentious and authentic It s not about being slick We understand when a photograph feels staged or contrived and so do our customers Are your models interacting or just acting If you ever need to give advice just say keep it real Innovative We re innovative not complacent We can be aspirational but never out of the grasp of our core customer s imagination Forward thinking but never trendy Inventive Yes We innovate in smart ways High style No it s not our style Fun clever and refreshing it s what makes us innovative Straightforward We re straightforward not complicated Simple Up front We have an important role in defining the brand to our customers Our photography can reflect this by not taking itself too seriously If it takes a moment to understand it s not straightforward enough Positive Because we re positive about our customers business and products correctly selected imagery communicates the o
62. omplement the person s look not detract from it Heavy make up and over styled hair does not reflect our straightforward and real traits Accessories should be age gender and lifestyle appropriate Clothing should look lived in but not dirty or rumpled Avoid looking too pressed or perfectly styled Props should be kept to a minimum as to not detract from the setting When used they should be pulled from a Walmart product assortment including walmart com if available When pulling props from outside of our assortment keep it real and within the grasp of our customer s lifestyle and aspirations Photographic Creative Direction Walmart gt lt Lifestyle People continued Real locations are preferred They an aspirational aspect to the setting but should reflect the demographics of never out of the realistic grasp of our our core customer Studio shots should customer s imagination look like real settings There can be Walmart gt lt SEE Incorrect Lifestyle Imagery Sometimes there are subtle differences lighting styling and location can be in an off brand photo The following between a correct image and an correct but if the interaction between demonstrate more subtle examples of incorrect image All the elements of people or realness is missing it can result what to avoid Too blurry Keep subjects in focus Do not use overly sexy images i T7 anc Ns y j A L uy 5 T L
63. pletely they can be minimized Remember Walmart gt lt Walmart medium blue Walmart dark blue or PANTONE 285 C or PANTONE 287 C C 89 M 43 Y 0 K 0 C 100 M 68 Y 0 K 12 R 26 G 117 B 207 R 0 G 56 B 150 Walmart orange or PANTONE 166 CVC C 0 M 64 Y100 K 0 R 244 G 123 B 32 Walmart yellow or PANTONE 1235 C C 0 M 29 Y 91 K 0 R 253 G 187 B 48 e The appearance of our brand colors will differ from spot color to a four color process e There will be slight color variances when printing on different paper stocks e Always minimize visual differences by matching to PANTONE color swatches i Walmart light blue or PANTONE 284 C C 55 M 19 Y 0 K 0 R 108 G 171 B 231 Walmart dark green or PANTONE 364 C C 65 M 0 Y 100 K 42 R 51 G 115 B 33 Walmart white C 0 M 0 Y 0 K 0 R 255 G 255 B 255 Walmart light green or PANTONE 368 C C 57 M 0 Y 100 K 0 R 97 G 191 B 26 Ask the printer to adjust the four color process formula to the paper and other printing conditions Color Ratio Use the pie chart below to guide you in balancing core and highlight colors in Walmart branded materials Color balance Use our core colors for a consistent platform that allows other design elements Case by case color ratio depends on the individual application Use the ratio pie chart to the right to make sure you re balancing our colors correctly Additional color palettes Additional color
64. ppercase and exclamation points Examples of the caring trait before and after Before Your company can save money at Walmart Vision center on A2 eyewear for the workplace Let your employees choose from a wide variety of styles when you start a safety program with us that meets code This approach tells you that your company can save versus Walmart saving money for you Let your employees puts the onus on the employer when the message should be helping the employer with a solution Walmart gt lt After At Walmart we can save your company money with an integrated vision safety program And we can do it with eyewear that meets or exceeds your workplace requirements Our selection of A2 High Impact Eyewear lets your employees choose the styles they like so they don t mind wearing eye protection The active approach tells the customer that Walmart can save her company money helpful caring about the customer s finances with an integrated program demonstrating attentiveness to her needs Our selection lets your employees choose puts the choosing in the hands of the employees and positions it as a benefit Trait 2 Real We re all just ordinary people serving people just like us When you craft your message you want it to mirror your audience And our audience is everyday people Think about how people speak Your communications should accurately depict our personality trait with s
65. ptimism of our brand The lighting smiles natural smiles of course never forced and a fresh feel are all elements that when properly combined are essential to capturing our upbeat nature Photographic Creative Direction Wa ma rt id EB Lifestyle People Support the personality traits of the Walmart brand Caring Real Innovative Straighforward and Positive Photographic Creative Direction Walma rt E Lifestyle People continued Place figures in real settings People should be engaged with one another or if alone caught in the moment of whatever they are doing not posing for the camera These moments should feel real If people are looking into the Photographic Creative Direction camera they should be making an emotional connection to the viewer The person should emote a sense of caring happiness fun playfulness or contentment never too much seriousness They should interact with Walmart the camera environment or product Selective focus can be used to focus on the people and product letting the background and foreground become softer in focus Lifestyle People continued Natural lighting is preferred The use of heavy fill flash should be avoided Lighting should be balanced without heavy shadows When studio lighting is necessary it should look natural Walmart Lifestyle People continued Styling Hair and makeup should have a natural feel It Should c
66. re and ask Would someone actually say You ve never seen organics at prices this If the answer is no but the copy like these Hey fruit lovers Have we is still the best way to get the message gone crazy We must have because across it s okay to use it This should right now you can stock up on 10096 be however a very carefully considered natural organic produce at incredible exception For example rock bottom prices Sweet juicy and fresh from America s heartland these luscious babies are sure to satisfy So don t delay get yours today After We get organics at their freshest Each and every day Love organics So do we That s why we have them delivered daily from some of America s finest farms And why we offer only the freshest juiciest pieces Taste for yourself We re sure you ll agree that it just doesn t get any fresher After Organics at their freshest Count on it Is there anything more satisfying than fresh organics Not that we know of Which is why we have them delivered daily from some of America s finest farms And why we make sure each piece we sell is perfectly ripe wholesome and bursting with juicy flavor Sounds delicious doesn t it Then just wait until you taste them for yourself After Our fresh organics are priced lower than ever Now you can enjoy our sweet juicy organic produce for even less Why Because we ve been working hard to keep our prices low And with daily deliveri
67. rite our company s name The answer is simple unless youre in the legal department or investor relations you write our company name just as it s written in our logo Walmart The right way When writing just keep it simple Walmart Walmart gt lt GEN Logo Specifications Never redraw or alter the logo including the placement and size relationship of its letter or spark symbol Doing so weakens our identity Use authorized artwork from walmartbrandcenter com look_logos aspx Clear space Always maintain clear space around the Walmart signature to protect the logo from distracting graphics or typography For the signature measure clear space by the height of the r in Walmart for vertical space and the width of the r for horizontal For the symbol measure clear space by half of the height of one spoke e Never allow typography or other elements to invade the signature or the symbol Walmart gt lt al 7 gt Minimum size The Walmart signature reproduces well at almost any size Going too small however can damage the Walmart Ea zs logo s integrity and effectiveness _ e please never reproduce the 3 4 1 8 signature smaller than 3 4 wide smaller than 1 8 wide measured from the W measured from one edge to the right side edge of of the spark to the other the spark Walmart gt lt Logo Specifications cont Log
68. rizontal e Never allow typography or other elements to invade the signature or the symbol a T O Save money Live better Minimum size al al Never reproduce the tagline smaller Save money Live better mavens ey than 3 4 wide measured from the S to the right side of the r 3 4 3 8 Small size lockup use Special small size artwork should be used when reproducing the Save money Live better Save money horizontal tagline in cases where Live better it s needed to be 1 7 8 or smaller measured from S to the right side tome ii 1 7 8 11 16 edge of the r in better For the stacked tagline it should be used when smaller than 11 16 measured from S to the right edge of y in money You ll find it easier to read and reproduce Using the tagline with half p 5 spark on a color background Save money Qn O The preferred is in Walmart middle Live better Save money Live better blue with a Walmart yellow half spark When reversed out of a color the tagline portion should be Save money reversed out in white Live better Walmart medium blue Walmart yellow or PANTONE 285 C or PANTONE 1235 C C 89 M 43 Y 0 K 0 C 0 M 29 Y 91 K 0 R 26 G 117 B 207 R 253 G 187 B 48 I Walmart gt lt Save money Live better Incorrect Uses of the Retail Tagline Save mone Live better Do not use yellow on white
69. roperly drive customers to our stores approach we ve created a complete set of design guidelines These guidelines That s why it s our duty as keepers of The core design elements are the essential are intended to ensure consistency over the brand raising your right hand yet visual elements of our brand the Walmart just about every instance of customer to protect support and communicate logo typefaces color palettes imagery and contact How By building a deeper our brand clearly and consistently in graphics and are the starting point for and more emotional connection to our everything we say and do Do this and any Walmart communication Our logo Qur core Color CONIA Stationery PowerPoint presentation Internal Visuals communications E mail signature I Walmart gt lt SB Walmart or Wal Mart Consistency It s a powerful idea and one that can t be overstated Especially when it comes to our logo and the way we express our name in written copy So please take a few moments to review the following brief yet very important style direction Previous identity and logo New identity and logo s eesecspessepbeaseeeespseseesb u pesPe ene EsaseqessesessenossenoeMoenb eeeneetedeesesseueesedssesesseosespeoesssesesess ceseseecssasensepus Walmart gt lt U S Retail Stores Walmart gt lt Save money Live better We hear it all the time How am supposed to w
70. s not shown here have been chosen for a select variety of in store usage seasonal communications and special initiatives Watch for details at the Walmart Brand Center as we add information and address new ways to use our guidelines NEP eid Walmart gt lt GEN Our Typeface When used correctly typography can convey image and feeling every bit as much and sometimes more than simple graphics We ve selected a type family that gives Walmart a friendly warm and real voice Myriad Pro Qualities of Myriad Pro Myriad Pro says approachable and straightforward and is easy to read You re reading it now Nice isn t it A humanistic sans serif typeface Myriad Pro s great for retailing and communicating low prices Compared to similar typefaces Myriad Pro is an easier read conveys warmth and aligns nicely with the Walmart brand Walmart Myriad Pro e Myriad Pro is our primary typeface e Myriad Pro should be used in all communication materials Use type size and weight to establish a clear hierarchy of information Do not substitute any other typeface for Myriad Pro Myriad Pro For desktop Use Arial for desktop applications in a nongraphic artwork environment such as Microsoft Word and PowerPoint Use Myriad Pro for graphics buttons and banners in Web portals microsites and other desktop based environments abcdefghijklmn opqrstuvwxyZ ABCDEFG
71. simple idea save best prices people money so they can live better How Deliver on a promise of Unbeatable prices on great products and leading brands with quick and easy one stop shopping l m not into wasting money Why would shop anywhere else when I can get great brands and great quality for less at Walmart The bottom line for the average American family savings of 2 300 a year Now that s smart Brand book l Why would Shopping a store shop anywhere Qur customers that supports trie else but Walmart community and pride themselves the environment on shopping enjoying quality i fresh i smart y shopping and affordable that s quick organics and easy getting helpful information finding and friendly 4 life s SOLAR un num needs under E Smart is the way customers i OHGTODE money so shell have more of each feel after shopping at Walmart to do with what she wants Shopping smart can mean different things to different aO finding great customers but there are some g brands at the important common elements ME a budget best prices tO sma looking 48 Our customers 49 Our customers Walmart gt lt I x Yv d Photographic Creative Direction Knowing and understanding our brand personality traits and how to apply them to our photographic art direction is what separates our work fr
72. t Fax cover For authorized original artwork for the approved stationery go to walmartbrandcenter com look stationery aspx Walmart Country Fax To From Date Fax Organizatior Phone Fax Total pages Pho RE al S Conference report Country 1 Walmart gt lt Country Conference Report 3 jg e Walmart 2 2 Internal Corporate Communications Walmart gt lt E mail Signature with Purpose Statement Suitable for Corporate amp International Use When writing on behalf of Walmart it s Professional e mail programs let you important to maintain professionalism create a signature that lives in the and that means using an approved footer of every message To find out brand consistent e mail signature with how to set up a signature in your all the right sign off information It s the program check your user manual or brand champion thing to do online help E mail signature Follow the formatted sample below to mailstop number extended ZIP code create a signature that reflects Walmart s in your contact information for prompt identity Remember to include your mail delivery eoe Introduction to the wal mart brand Inbox C3 Delete Junk Reply Reply All Forward Print Jane Doe Introduction to the Walmart brand February 16 2007 9 44 51 PM EST Jo
73. t Cover page Divider page Text and sidebar page Chart page mutum km a h a T densa Le mE hub ee GEH feed mi ue Roxms dd Pun nus od mo EUER T Tiis gors here pat in Title gasa haa aat in F Aria igi boai Artal apt bold White on blue Occasionally especially in large To add even more Walmart style to format presentations a reversed out your presentation use approved version of the home team PowerPoint images from our library is needed Please use this away team version for those infrequent cases Cover page Divider page Text and sidebar page Chart page The goes here pat In Title gata ham sat in F Aria Pig ted PIECE T Walmart gt lt PowerPoint Templates with Logo and Retail Tagline Suitable tor Walmart Retail Use ee Find two downloadable PowerPoint owerPoint template whether you re presenting internally to suppliers tem plates here to trade groups anytime you re presenting in an official capacity for Wa Mad rtora N dce nter co m l OO k Walmart powerpoint aspx Blue on white This is the preferred template Use this Consider this the home team uniform one as much as possible it ll keep you for Walmart PowerPoint presentations on brand and consistent Cover page Divider page Text and sidebar page Chart page Headline set in Arial 18 bold Subhead set in Arial 18 Headline will be placed here Rm This line is a subhead Walmart gt lt Sav
74. t it All very Walmart Certain shades of blue can suggest different but complementary and appealing traits Darker blues Tradition and quality Brighter blues Innovation or technology Walmart Blue can also signal fresh and it combines well with other colors green orange yellow Combining these colors communicate other Walmart traits such as low cost natural organic and others Because blue speaks to so many things Walmart it s important that we leverage it in all our brand communications Think blue al d b Our Core Colors Our primary colors The blues to the right should dominate every piece you create Our medium and light blues are brighter friendlier blues than what we ve used in the past and convey a welcoming and fresher Walmart With rare exception use only authorized Walmart medium blue PANTONE 285 C for the logo Please emphasize the use of Walmart medium blue PANTONE 285 C and Walmart light blue PANTONE 284 C for full fields of color in marketing communications Our highlight colors Use highlight colors in combination with our core colors to convey other messages such as low cost organic natural or innovation These colors add depth for sure but use them sparingly please One word on color matching PANTONE Color matching is crucial to the success of any print project While visual differences in printing can t be eliminated com
75. t woven in it s cold and impersonal The audience for this spot included many patriotic Walmart customers By using we coupled with emotions the copy provides a bond between audience and Walmart announcer It references World War Il in a way that is consistent with the real trait by referring to the era by its generation making it relevant to others by including those who keep us safe today l Walmart gt lt Trait 3 Innovative You ve just found out that Walmart is able to help people save money even more by offering 4 prescriptions If you re innovative you re excited You use words that paint pictures imagine being able to and tell us what you think New is a staple of your vocabulary Forward thinking Inventive Smart Original Creative State of the Art Pioneering Groundbreaking Advanced leading edge How to be innovative Reveal something new New means change and change is born of innovation Share an idea A suggestion on how to use a product where to find the latest anything Don t just be creative be ultra creative Try a different approach A new angle Know the latest and the greatest Innovative communicators avoid dated thoughts and words Share your enthusiasm Especially about change and the future It s infectious Brainstorm Be open to all ideas no matter the source It ll show in what you write or say Examples of the innovative trait be
76. the 10 foot Rule Friendly You bet Because we re everyday people like our customers we strive to be unpretentious and authentic Genuine Human Sure we kid around and have fun but we take customer satisfaction seriously Always Innovative We re innovative not complacent Forward thinking but never trendy Inventive It s a big part of Sam s legacy supercenters EDLP 4 prescriptions RFID We innovate in smart ways to make our customers lives better by improving their shopping experience High style No thanks Smart Of course Straightforward We re straightforward not complicated Simple Upfront with our customers suppliers and fellow associates No hidden agendas no ulterior motives What they see is what they get and what they get are products services and brands they need at prices they can feel good about Positive We re positive not pessimistic We look at problems as opportunities and see setbacks as learning experiences Our optimism is contagious motivating suppliers and building customer confidence Because we re positive we believe in and help our customers achieve their dreams of a better life L Walmart gt lt Our Look and Feel Walmart gt lt A Guide to a Comprehensive Visual System Our Look and Feel A comprehensive visual system customer It s subtle yet so tangible the strong positive perceptions created will In keeping with our updated brand when executed p
77. ther because can get everything need at the best prices areas enjoying the simple things in life while providing for their families with essentials at prices they can afford We re as much a part of their lives as any town gathering spot where friends run into friends and families go to find great values want Fveryday needs At Unbeatable prices In a store with Easy convenient shopping Walmart gt lt EB Brand Aspirational Shoppers Say hi to Our Brand Aspirational Shoppers Like the price value shoppers they re the TVs they watch For them brands on a budget so they have to be smart are so much a measure of their success about how they spend their money that they ll spend less on some things But unlike the price value shoppers to be able to enjoy the status and pride they live mostly in urban and suburban of owning the right brands They look areas They love brands and have their to Walmart for the brands they trust at favorites from the jeans they wear to prices they can afford want Walmart helps me save Brands trust money on the basics so have At to spend on the brands that are important to me Unbeatable prices In a store with Easy convenient shopping U Walmart gt lt EEB Price Sensitive Affluent Shoppers Say hi to Our Price Sensitive Affluent Shoppers Waste money Not these shoppers even though money isn
78. tie consequat vel illum dolore eu feugiat nulla facilisis at Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor Et quinta decima eodem modo typi qui nunc Sincerely Stephen Quinn Chief Marketing Officer Walmart Walmart gt lt Country Marketing Associate Name Title February 22 2007 Mr Jonathon Maxwell Kansas for Kids P O Box 1234 Kansas City KS 87654 Thank you for your interest in exploriing the possibility of doing business with Wal Mart Stores Inc Feugait nulla facilisi nam liber tempor cum soluta nobis eleifend Mirum est notare quam littera gothica quam nunc putamus parum claram anteposuerit litterarum formas humanitatis Aliquam erat volutpat ut wisi enim ad minim Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius claritas est etiam processus Ut laoreet dolore magna veniam quis nostrud exerci tation ullamcorper suscipit lobortis Etaccumsan et iusto odio dignissim qui blandit praesent Typi qui nunc nobis videntur parum clari fiant sollemnes in Est usus legentis in iis qui facit eorum claritatem Investigationes demonstraverunt lectores legere me lius Molestie consequat vel illum dolore eu feugiat nulla facilisis at Ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat duis autem vel eum iriure dolor Et quinta decima eodem modo typi qui nunc Sincerely Stephen Quinn Chief Marketing Officer Walmar
79. tle taste customers that we care about making Especially when it s at its very freshest e It s 10096 organic our messages easy for them to read That s why we ll do everything to make e It s sweet and juicy For example sure ours is delivered daily So you ll be e t s packed with vitamins able to enjoy the sweet wholesome e We pick it at its peak taste of fruit picked at its peak At prices e We deliver it fresh daily that ll keep your budget healthy too Our prices are lower L Walmart gt lt EE The 11 Key Ingredients 1 Don t shout We don t shout at our customers in person so why do it in writing To convey a more even tempered tone avoid putting words into all uppercase and use exclamation points sparingly Exclamation points can not only create a shouting tone they rob our messages of sincerity and make them overly salesy This is not to say that exclamation points should never be in your copy Use them to help convey enthusiasm surprise passion Don t use them as a crutch use your words to create the impact of the message For example Before GET FRESH ORGANIC PRODUCE DAILY Who s got the freshest vegetables WAL MART Your Walmart store receives DAILY DELIVERIES OF FRESH PRODUCE AND CONSUMABLES FROM ORGANIC FARMS located in many places around the United States You ve GOT to get down here and see it for yourself TODAY After Enjoy fresh organic produce every day Love org
80. y day Count on it We know how much you love our fresh organic produce So we upgraded our shipping fleet with the fastest most reliable trucks out there That way we ll never miss a delivery And you ll never miss out on the sweet juicy flavors of just picked fruits and vegetables 4 Use contractions except for emphasis We re excited about versus We are excited about makes your copy sound more like how real people speak Would you say I will see you later am going to the store That would sound stilted You would however emphasize your point by saying We do not believe in waste or We can not let our past mistakes cloud our vision for the future For example Before Daily delivery means it is always fresh It is amazing how healthy and delicious organic produce can be Especially when it is at its very freshest That is why we will do everything to make sure ours is delivered daily So you will be able to enjoy the sweet wholesome taste of fruit picked at its peak At prices that will keep your budget healthy too After Daily delivery means it s always fresh It s amazing how healthy and delicious organic produce can be Especially when it s at its very freshest That s why we ll do everything to make sure ours is delivered daily So you ll be able to enjoy the sweet wholesome taste of fruit picked at its peak At prices that ll keep your budget healthy too als d bh Wal
81. y this Get it today Don t delay Act now Use of an imperative is however fine when using the question and response technique after you ve exhausted all Before Advanced three tier delivery systems enable freshness standard compliancy To ensure maximum freshness Walmart s organic produce and consumables offerings are delivered on a daily basis to regionally zoned high traffic terminal points These shipments are sourced from vertically integrated agricultural operations located in many places around the United States efforts at a non imperative response or if the imperative response flows better In headlines especially the one question to always ask is Would an associate actually say this Is this how a person would speak Remember We re holding a conversation with our customers in our marketing materials Which is one of the reasons we use the question and response device in our copy Instead of writing Find all the best prices on electronics at Walmart today you might write We ve got unbeatable prices on all the electronics you re looking for yes saying We ve got is okay Gonna or gotta isn t For example After We get organics at their freshest Each and every day Love organics So do we That s why we have them delivered daily from some of the best farms in America And why we offer only the freshest juiciest pieces Come in for a free taste and we re sure you ll agree it doesn t get a

- DEGRAFFICS.COM

Contents

Download Pdf Manuals

Related Search

Related Contents