National Vision Unveils New Corporate Logo and Identity

National Vision, a major optical retail company in the U.S., has introduced its new corporate logo and brand identity.

The updated design, developed in collaboration with global creative agency VML, is said to capture National Vision’s commitment to “simplicity and accessibility”.

A key aspect of the new design system is a brand symbol inspired by the iris of the eye, along with a revised colour palette that also draws inspiration from the natural colours of the human eye.

“We’re becoming sharper and more dynamic, and this new identity reflects that exciting trajectory. It’s a tribute to the work we’re doing to deliver on our mission in new, innovative ways,” says Alex Wilkes, CEO at National Vision, which currently operates over 1,200 stores in 38 states and Puerto Rico.

“National Vision’s new brand identity is far more than just a visual update; it’s a powerful expression of the company’s strategic evolution and enables the company to more confidently express its scale, its leadership, and its culture of care and quality for everyone,” adds Robb Smigielski, chief design officer at VML.

The rebranding is reportedly the first of multiple brand-related updates set to be released in the next few months.

Source: National Vision