Walmart Trademarks

Walmart Inc, also known as Walmart Stores Inc, is a multinational retail corporation that operates a chain of supercenters, discount department stores, and grocery stores. Today, the corporate giant provides almost 20% of all food purchased in the USA. The company is headquartered in Bentonville, Arkansas.

The company had its beginnings in nearby Rogers, Arkansas, in 1962 when Sam Walton launched the company. Walmart also owns and operates Sam’s Club retail warehouses. Sam’s club is a successful warehouse club that is hot on the heels of Costco, America’s largest warehouse supplier.

Walmart Storefront

Walmart went public in 1972; by 1988, it was the most profitable retailer in the United States. The company began in the South and lower Midwest but had nationwide stores by the early 1990s. Sam’s club opened in NJ in November of 1989, and the first California outlet opened in 1990.

Walmart has an impressive international operation comprising over 5,000 stores and 800,000 workers outside the USA. Its most extensive global operations include Walmart Brasil, Asda in the UK, and Massmart Holdings in South Africa (including Game Foodco, CBW, Builders express, Makro, and more).

Some ventures failed, namely in Japan, South Korea, and Germany, but on the whole, international operations have been a success. Walmart has many philanthropic plans, providing around $1 billion in donations to charities worldwide. Walmart donated around $20 million in relief in the aftermath of Hurricane Katrina, and with thanks to the well-thought-out logistical chain, including a fleet of nearly 8,000 drivers, over 6,000 tractors, and 61,000 trailers, Walmart was even able to beat FEMA in providing efficient relief deliveries in the aftermath of the incident.

Walmart’s social media channels reveal a climate-focused initiative, in addition to being a charitable one. “Walmart is targeting zero emissions across its global operations by 2040, without relying on carbon offsets. Walmart’s goal is to power its facilities with 100% renewable energy by 2035 globally. And Walmart aims to move to cooling equipment that uses low-impact refrigerants and electrify its heating equipment and vehicles, including long-haul trucks, by 2040.”

Walmart is the world’s largest company by revenue, with over 548 billion dollars as of the 2020 Fortune Global 500 list. It also represents the largest private employer globally, with 2.2 million employees.

Sam Walton received a Presidential Medal of Freedom in 1992 but would pass away later in the same year, leaving his heirs a majority stake in Walmart through both their holding company Walton Enterprises and their individual holdings. This makes Walmart the largest public-family-owned business in the USA, if not the world.

Walmart was the largest US grocery retailer in 2019, and 65 percent of Walmarts $510 billion sales came from its US operations.

Famous Walmart Trademarks

There are few ways to protect your intellectual property rights more effectively than registered trademarks. Walmart has many registered marks that are distinctive to its brand. Let’s take a look at Walmart’s marks. Most are registered under the name Walmart Apollo, LLC.

Great Value

Great value has been a Walmart brand since 1993; its stylized black and white logo has been a registered trademark since 1998. The trademark applies to the following items:

  • Dishwashing detergent.
  • Dried potato mixes.
  • Peanut butter and edible oils, including shortening, butter, margarine.
  • Dairy products include fresh, powdered, and evaporated milk and cream.
  • Cheeses.
  • Meat, fish, and poultry.
  • Ice cream and frozen yogurt.
  • Pasta.
  • Fresh and frozen pie crusts.
  • Frozen waffles.
  • Bakery mixes.
  • Frozen entrees.
  • Boxed macaroni and cheese.
  • Gravy mixes.
  • Seasoning mixes.
  • Baking soda.
  • Food flavorings.
  • Unpopped popcorn.
  • Fruit juices and soft drinks.


Walmart has trademarked the equate brand (word mark and logo), which primarily deals in personal care, cosmetics, hygiene, and health products. The logo consists of the word Equate in stylized font with two wavy lines extending from the end of the Q. The trademark filing took place in 1993. The trademark applies to the following categories:

  • Cleaning products, such as all-purpose alcohol wipes.
  • Personal care items such as antiperspirants and pre-moistened cosmetic wipes.
  • Baby care items such as baby lotion, baby shampoo, and powders.
  • Oral healthcare products, dentifrices, mouthwashes, toothpaste, denture cleaners, antiplaque products.
  • Skincare including lotions, bath oils, cocoa butter, and other skin treatments.
  • Personal care items, including sanitary napkins.
  • Medications and remedies such as antifungals, antiseptic creams and ointments, mouth rinses, and more.
  • Allergy medication/antihistamines.
  • Antacids.
  • Children’s aspirin.
  • Witch hazel cleansing pads.
  • Appetite suppressants.
  • Dietary supplements and meal replacements.
  • Pain relievers.
  • Lice treatments.

White Stag

White Stag is a Walmart brand of outdoor clothing; they acquired the exclusive rights to use the brand when they purchased it from Warnarco group in 2003. The trademark dates back to 1967 and is now the property of Walmart. The logo features the words “white stag” with a leaping stag in the center. The trademark applies to the following:

  • Protective clothing such as ski mitts, ski jackets, thermostretch clothing.
  • Coats, parkas, and other jackets.
  • Undershirts.
  • Belts and pouches.
  • Scarves, hats, and mitts.
  • Jeans, trousers, pants.
  • Outer shirts and blouses.


Scoop is an exclusive Walmart brand that is known for low prices and ever-changing fashion. The most commonly used logo is a simple double circle with the word “scoop” in the center. The filing date for this logo was 2018. However, the first trademark (a simple wordmark) dates back to 1996. The trademark has been expanded since, with further applications being filed, and now encompasses all of the following categories:

  • Clothing such as shirts, pants, jeans, dresses, skirts.
  • Non-medicated cosmetics and toiletries.
  • Jewelry and costume jewelry.
  • Handbags, travel bags, makeup bags, coin pouches, messenger bags, and backpacks.
  • Footwear and headwear.
  • Baby, infant, and toddler bibs.
  • Infant, toddler, girls, and boys clothing such as mittens, hat, and bootie sets.
  • Retail store services featuring a wide variety of consumer goods, such as apparel, jewelry, bags, wallets, and handbags.
  • Swimwear and beachwear.
  • Bathrobes and home linens.
  • Athletic suits and sportswear.

Walmart Spark Logo

Walmart has had a variety of different logos over the years; the most recent logo includes the orange “spark.” The orange spark logo was officially trademarked in 2011 and is now becoming synonymous with Walmart. The first use was in 2007, and the trademark application was in 2010. The logo is trademarked in the following category.

  • E-commerce retail store services, featuring a wide variety of consumer goods.
  • Grocery services.
  • Retail automobile parts and accessories stores; Retail bakery shops; Retail delicatessen services, Retail pharmacy services; Retail store services featuring a wide variety of consumer goods of others; Retail optical stores; retail automotive supplies and parts stores

Read more on trademarking logos.

Walmart has reserved the wordmark, the first recorded use was in 2000, and the trademark applies to the following category:

  • Goods and services, e-commerce retail store services featuring a variety of products.

Read more on trademarking domain names.

Summing Up

Walmart is one of the largest corporations in the world and has a massive brand value, part of this is their portfolio of intellectual property. Walmart has registered over 2,000 different marks with the US patent and trademark office (USPTO). You can register your own trademarks, but the assistance of a trademark attorney could make the process simpler. If you don’t register your trademarks, you have no recourse if you’re a victim of what would otherwise be considered trademark infringement.

Xavier Morales, Esq.

About the Author:

Xavier Morales, Esq.

Mr. Morales founded this trademark law practice in January 2007 with the goal of providing intellectual property expertise to entrepreneurs and businesses around the country. Since then, he has filed more than 6,000 trademarks with the USPTO. You can learn more about Xavier here.

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