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

The country’s largest retailer announced it was introducing an “updated” brand identity that includes tweaks to its signage and the “Spark” the multi-pronged circle logo next to its name.

“While the look and feel of our brand is more contemporary, our refreshed brand identity reflects Walmart’s enduring commitment to both (founder Sam Walton’s) principles and serving our customers however they need us. As our customers evolve, we will too,” said William White, senior vice president and Chief Marketing Officer, Walmart U.S. “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’s changing? The word “Walmart” is being remade in a new custom font that appears slightly thicker. The circle logo next to the company name – referred to by the company as the “Spark” – is “visual shorthand for any Walmart,” the company said. It will have broader “petals,” the six pieces that make up the image.

“The Spark is our most iconic symbol and the quickest shorthand for the Walmart brand, radiating energy and optimism wherever it appears,” Walmart explained.

Walmart’s colors will remain True Blue, White and Spark Yellow. It does allow accent colors: Sky Blue, Everyday Blue and Bentonville Blue, named for the company’s headquarters in Bentonville, Arkansas.

The changes marks the first new logo for Walmart in 17 years. The new branding will officially launch on Walmart.com, the Walmart app and across its advertising this month. It is already in place at the company’s home office and a store in Springdale, Arkansas. Other stores will be refreshed throughout the year.