Walmart Luminate
Contributed by Felipe Avila
on Aug 8th, 2025. Artwork published in
circa November 2021
.
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.
