Walmart Luminate

Contributed by Felipe Avila


Source: felipeavila.tv License: All Rights Reserved.

The brand identity for Luminate, a Walmart Data Ventures project, is grounded in the primary Walmart design system to maintain brand cohesion. The Luminate symbol originates directly from the Walmart spark logo: it is a stylized form of one of the spark's individual segments, combined with Walmart’s brand typeface: Bogle by HvD Fonts. This design choice creates a clear conceptual link to the name “Luminate”, suggesting a spark of insight and the illumination of complex data.

Started in 2021, the project was launched globally in May 2024, and renamed Scintilla in 2025.

Source: felipeavila.tv License: All Rights Reserved.


Source: felipeavila.tv License: All Rights Reserved.


Source: felipeavila.tv License: All Rights Reserved.


Source: felipeavila.tv License: All Rights Reserved.

This post was originally published at Fonts In Use

---