A new look for a new era.

Change isn’t new to us. In fact, it’s the very thing we’re built for. 

From the day our founder, Tommie Walker, went door-to-door gathering insights with just a clipboard and curiosity, we’ve been in the business of understanding people—and helping organizations evolve. 

We believe everyone deserves an amazing experience. It’s why we do what we do—and it’s a belief shared by the clients we work with. 

To continue delivering amazing experiences, you have to be focused on what’s next. And we’ve been doing that since day one. For 85 years, we’ve been scholars of humankind: running surveys, unpacking data, turning chaos into clarity. When you work with Walker, you get more than insights and solutions. You get a partner in evolution: a team that works as part of your own to uncomplicate change at every turn.
Now our brand reflects that, with a new logo and a new tagline:

What’s new?

This evolution isn’t just visual. It’s strategic. It’s about aligning how we look and sound with what we actually do—help organizations make sense of change. Change that leads to improved experiences and better business outcomes.  

Fresh. Smart. Grounded. Flexible. These aren’t just brand traits—they’re our north stars. You’ll hear them in every message we send and every story we tell. Whether we’re distilling complex data sets into easy-to-read dashboards—or helping clients implement systems of action with automated workflows that respond to real customer needs—our tone is clear, informed and human. Because we know: when the message makes sense, the change does too.

A reimagined wordmark and icon.

Our new logo is clean, confident and built for forward movement. It retains the legacy of our wordmark with intentional updates that will carry us into the future. “Walker” is presented approachably, but sturdily, in lowercase lettering. That sureness is complemented with an updated icon that adds energy and movement—designed to signal forward momentum that’s rooted in data and act as a shorthand for the brand.

A bolder, more dynamic color palette.

We didn’t just pick new colors—we picked a new tempo. Citron leads the way, infusing brightness and optimism into every touchpoint. It’s backed by grounded hues like navy, dusty blue and warm gray that pay homage to our credibility and exemplify the calm and clarity we bring to our work. The combination reflects who we are: experts in human behavior, grounded in insight and always ready to evolve.

Type that speaks with clarity and personality.

Tomato Grotesk, our new primary typeface, balances utility with energy. It’s modern, legible and expressive. Supporting it is Chromatic Mono, a secondary typeface that brings a technical edge to data visuals and system-driven content. The end result? A combination that elevates how we communicate—and invites people in.

Photography that shows what we stand for.

Our updated photography style leads with authenticity. It’s warm, natural and grounded—focused on moments of collaboration, clarity and forward movement. Lighting is natural. Expressions are candid. Environments feel lived in. Our imagery reflects the kind of work we do every day: complex, human and full of momentum. And in our headshots, you’ll see the real faces behind it all—our team members, captured with personality and purpose. Every image is chosen to support the story of a brand rooted in making change make sense. 

A website built for clarity—and action.

Finally, our new website isn’t just a facelift. It’s a functional evolution of how we connect with clients and partners. Designed for clarity, speed and exploration, the new walkerxm.com helps visitors understand who we are, what we do and how we can help—without extra clicks or guesswork. Bold visuals meet streamlined navigation. Case studies and services are easier to find. And every page is built to reflect our voice: smart, grounded and human. Because we don’t just talk about transformation—we design for it, too.

A tradition of trailblazing.

From test kitchens to call centers to automated workflows, our expertise has always led the way. We’ve continuously adapted to help clients grow—without losing sight of our roots and our commitment to making the world a better place through improved experiences. Our new identity doesn’t replace the old. It honors it, builds on it and points to what’s next.

See the new Walker in action.

We’ve brought the new brand to life across every channel—web, email, presentations and social. Explore how the refreshed Walker brand shows up in the world:

Watch the video.

Hear from president Jack Walker on what this evolution means.

Explore our website.

Experience the new look—and the same commitment to smart, strategic change.

Keep up with us on LinkedIn.

Stay connected as we share what’s next—from ideas to impact.