Sam's Club
Sam's Club is an American chain of membership-only retail warehouse clubs owned and operated by Walmart. Founded in 1983, it serves millions of members with bulk groceries, electronics, and household goods.
Sam's Club logos
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Sam's Club brand colors
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History
1983–1990
Sam's Wholesale Club
Founded in 1983 as a warehouse club under Walmart, the original name reflected the store's positioning as a bulk wholesaler. The wordmark used Antique Olive Black and traded on the Sam Walton name recognition that made the concept credible to shoppers.
1990–1994
Sam's Club
Litigation in North Carolina forced the chain to drop "Wholesale" from its name starting in September 1990, as regulators argued the term implied a reseller-only clientele. New store openings from that point used this name, setting the identity that persists today.
1994–2006
Classic wordmark
A refinement of the 1990 mark, this version held for over a decade and became the most widely recognized iteration of the Sam's Club identity. Some locations continued displaying it into the early 2010s even after a successor was introduced in 2006.
2006–2019
Frutiger era
Introduced in September 2006, the redesign adopted Frutiger for the "CLUB" portion and added a blue color scheme, shifting the brand toward a more corporate retail aesthetic. The name changed visually from an apostrophe-heavy script feel to a more structured two-part treatment.
2019–2026
Diamond mark
Designed by Andy Laushman
In-house designer Andy Laushman led a full rebrand unveiled in 2019, introducing a blue diamond symbol derived from the apostrophe shape. The mark gave Sam's Club its first standalone logomark, distinct from the Walmart parent brand's visual vocabulary.
2026–present · current
Turner Duckworth rebrand
Designed by Turner Duckworth
Designed by Turner Duckworth and officially launched May 28, 2026, the new identity modernizes the wordmark with a custom typeface called Sam Sans. The diamond from earlier eras is retained but repositioned as the apostrophe, creating a direct typographic link across the brand's history.
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