Walmart – at least in the branding sense – is getting a facelift.

The country’s largest retailer announced the launch of an “updated” brand identity that includes changes to its signage and the multi-pointed circle logo “Spark” next to its name.

“While our brand’s look and feel is more modern, our renewed brand identity reflects Walmart’s continued commitment to (founder Sam Walton’s) principles and serving our customers the way they need us. As our customers evolve, so will we,” said William White, senior vice president and chief marketing officer of Walmart US. “Our Walmart will always be their Walmart and our brand will always be a testament to how we innovate and change alongside them.” ”

So what changes? The word “Walmart” is redesigned in a new custom font that appears slightly thicker. The circle logo next to the company name — referred to as “Spark” by the company — is “a visual shorthand for any Walmart,” the company said. It will have wider “petals,” the six parts that make up the image.

“The Spark is our most iconic symbol and the quickest abbreviation for the Walmart brand. He radiates energy and optimism wherever he appears,” Walmart said.

Walmart’s colors remain True Blue, White and Spark Yellow. Acceptable accent colors are: Sky Blue, Everyday Blue and Bentonville Blue, named after the company’s headquarters in Bentonville, Arkansas.

The changes mark the first new logo for Walmart in 17 years. The new branding will officially launch this month on Walmart.com, the Walmart app and throughout advertising. It’s already installed at the company’s headquarters and a store in Springdale, Arkansas. Other stores are renewed throughout the year.