沃尔玛Walmart品牌指南

WalmartBrand GuidelinesWalmartBrand Guidelines Table of Contents Food8.11Incorrect Food Imagery8.14 Example of CountryType Treatments2.21Example of Country TypeTreatment Applications2.22Using the Logo Country Names& Multi-line Department Names2.23Discontinued Logo/Tagline Treatments2.24Incorrect use of the Logo2.25 Our Brand Who is Our Customer1.0Price-Value Shoppers1.1Brand-Aspirational Shoppers1.2Price-Sensitive Affluent Shoppers1.3What is Our Brand Identity1.4Our Company's Purpose1.5Our Positioning, BrandCharacter, and Commitment1.6Our Brand Personality Traits1.7 Tone and Voice Our Tone and Voice9.0Communicating in the WalmartVoice: the Role of Our BrandPersonality Traits9.1Trait #1: Caring9.2Trait #2: Real9.3Trait #3: Innovative9.4Trait #4: Straightforward9.5Trait #5: Positive9.6The 16 Ingredients for Cookingup Copy Walmart Style9.7 Our Primary Color Pallete Our Core Colors3.0Color Ratio3.1 Our Look and Feel Our Typeface Our Look and Feel2.0Logo Specifications2.2Logo with Retail TaglineSpecifications2.4Using the Purpose Statement2.6Incorrect Use of thePurpose Statement2.7Using the Retail Taglinewithout the Logo2.8Using the Retail Taglinewith the Half-Spark2.10Incorrect Use of theRetail Tagline2.11Using the Logo withInternal Department Names2.12Examples of DepartmentType Treatments2.13Using the Logo with Multi-lineDepartment Names2.14Examples of Multi-lineDepartment Names2.15Examples of DepartmentType Treatment Applications2.16Using the Logo withRetail Service Names2.17Examples of Walmart RetailService Type Treatments2.18Examples of Walmart Service TypeTreatments in Applications2.19Using the Logo withCountry Names2.20 Myriad Pro4.0Typographic Style4.1Using Type Effectively4.2 Internal CommunicationResources PowerPoint Templateswith Logo10.0PowerPoint TemplatesLogo and Retail Tagline10.1PowerPoint Templates Logoand Country Lockup10.2Stationery with Logo10.3Stationery with Logoand Retail Tagline10.4Stationery with Logoand Country Lockup10.5E-mail Signaturewith Purpose Statement10.6E-mail Signaturewith Retail Tagline10.7 Applying the Full Spark Graphic Spark in Color5.0The Full Spark in Action5.1 Applying the Half-Spark Graphic Half-Spark in Color/Applying the Half-SparkGraphic: Products6.0Applying the Half-Spark Graphic:Inspiring Ideas6.1Applying the Half-Spark Graphic:Inspired People6.2 Applying Talkboxes Talkbox Attributes7.0Applying Talkboxes7.1Examples of Talkbox Usage7.3 For general questions aboutour guidelines, please contact:Brand Center Helpvm: (479) 277-7859BRANDCEN86@wal-mart.com Photographic CreativeDirection Photographic Creative Direction8.0Lifestyle8.1Incorrect Lifestyle Imagery8.6Product8.7Incorrect Product Imagery8.10 Our Brand The Walmart Brand Positioning Who is Our Customer Effective communications? They’rejust not possible unless you knowwho you’re talking to. Our customers.Our boss. Sam Walton once said: "There is only one boss.The customer. And he can fire everybody inthe company from the chairman on down,simply by spending his money somewhereelse." Like every great business story, oursstarts with the customer. What they want isthe most important. And though each person is different from thenext, they all appreciate how we help themreduce the stress caused by high prices ona limited budget. They are price-sensitiveshoppers. For them, spending less on somethings, means being able to enjoy themoments that make life special. Price-Value Shoppers Say “hi” to Our Price-Value Shoppers areas, enjoying the simple things in lifewhile providing for their families withessentials at prices they can afford.We’re as much a part of their lives asany town gathering spot, where friendsrun into friends and families go to findgreat values. They’ll smile at you because they knowthat you’re working to save themmoney on their everyday needs. Theyappreciate that and are loyal to usbecause we help them live better withwhat they can save by shopping atWalmart. You’ll find them mostly in rural I want ...Everyday needsAt ...Unbeatable pricesIn a store with ...Easy, convenientshopping Walmarthelps mypaycheckgo furtherbecauseI can geteverything Ineed at thebest prices. Brand-Aspirational Shoppers Say “hi” to Our Brand-Aspirational Shoppers the TVs they watch. For them, brandsare so much a measure of their successthat they’ll spend less on some thingsto be able to enjoy the status and prideof owning the right brands. They lookto Walmart for the brands they trust atprices they can afford. Like the price-value shoppers, they’reon a budget so they have to be smartabout how they spend their money.But unlike the price-value shoppers,they live mostly in urban and suburbanareas. They love brands and have theirfavorites, from the jeans they wear to I want ...Brands I trustAt ...Unbeatable pricesIn a store with ...Easy, convenientshopping Walmart helps me savemoney on the basics so I haveto spend on the brandsthat are important to me. Price-Sensitive Affluent Shoppers Say “hi”