National Vision, Inc. Unveils Bold New Brand Identity as Part of Strategic Transformation
National Vision Holdings (NASDAQ: EYE), one of the largest optical retail companies in the US, has unveiled a new corporate brand identity as part of its strategic transformation. The rebrand, developed in partnership with VML, features a new brand symbol inspired by the eye's iris and a refined color palette based on natural eye hues.
Led by CEO Alex Wilkes and Chief Brand and Marketing Officer Joe VanDette, this initiative marks the beginning of several brand-related updates, with America's Best being the first retail brand to undergo modernization. The company aims to strengthen its position as a modern, agile, and purpose-driven organization focused on accessible eye care.
National Vision Holdings (NASDAQ: EYE), una delle pi霉 grandi catene di vendita al dettaglio di prodotti ottici negli Stati Uniti, ha presentato una nuova identit脿 aziendale come parte della sua trasformazione strategica. Il rebranding, sviluppato in collaborazione con VML, introduce un nuovo simbolo ispirato all'iride dell'occhio e una palette di colori raffinata basata sulle tonalit脿 naturali dell'occhio.
Guidata dal CEO Alex Wilkes e dal Chief Brand and Marketing Officer Joe VanDette, questa iniziativa segna l'inizio di diversi aggiornamenti legati al marchio, con America's Best come primo brand retail a essere modernizzato. L'azienda punta a rafforzare la propria posizione come organizzazione moderna, agile e orientata a uno scopo, focalizzata su un'assistenza oculistica accessibile.
National Vision Holdings (NASDAQ: EYE), una de las mayores empresas minoristas 贸pticas en EE. UU., ha presentado una nueva identidad corporativa como parte de su transformaci贸n estrat茅gica. El cambio de imagen, desarrollado en colaboraci贸n con VML, presenta un nuevo s铆mbolo de marca inspirado en el iris del ojo y una paleta de colores refinada basada en tonos naturales del ojo.
Dirigida por el CEO Alex Wilkes y el Chief Brand and Marketing Officer Joe VanDette, esta iniciativa marca el comienzo de varias actualizaciones relacionadas con la marca, siendo America's Best la primera marca minorista en modernizarse. La compa帽铆a busca fortalecer su posici贸n como una organizaci贸n moderna, 谩gil y con prop贸sito, enfocada en el cuidado ocular accesible.
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National Vision Holdings (NASDAQ : EYE), l'une des plus grandes entreprises de vente au d茅tail optique aux 脡tats-Unis, a d茅voil茅 une nouvelle identit茅 de marque d'entreprise dans le cadre de sa transformation strat茅gique. Le rebranding, d茅velopp茅 en partenariat avec VML, pr茅sente un nouveau symbole de marque inspir茅 de l'iris de l'艙il et une palette de couleurs affin茅e bas茅e sur les teintes naturelles de l'艙il.
Dirig茅e par le PDG Alex Wilkes et le Chief Brand and Marketing Officer Joe VanDette, cette initiative marque le d茅but de plusieurs mises 脿 jour li茅es 脿 la marque, America's Best 茅tant la premi猫re marque de vente au d茅tail 脿 锚tre modernis茅e. L'entreprise vise 脿 renforcer sa position en tant qu'organisation moderne, agile et engag茅e, ax茅e sur des soins oculaires accessibles.
National Vision Holdings (NASDAQ: EYE), eines der gr枚脽ten optischen Einzelhandelsunternehmen in den USA, hat im Rahmen seiner strategischen Transformation eine neue Unternehmensmarkenidentit盲t vorgestellt. Das Rebranding, das in Zusammenarbeit mit VML entwickelt wurde, umfasst ein neues Markensymbol, das vom Iris des Auges inspiriert ist, sowie eine verfeinerte Farbpalette, die auf nat眉rlichen Augenfarben basiert.
Unter der Leitung von CEO Alex Wilkes und Chief Brand and Marketing Officer Joe VanDette markiert diese Initiative den Beginn mehrerer markenbezogener Aktualisierungen, wobei America's Best die erste Einzelhandelsmarke ist, die modernisiert wird. Das Unternehmen strebt an, seine Position als modernes, agiles und zielorientiertes Unternehmen mit Fokus auf zug盲ngliche Augenpflege zu st盲rken.
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Brand refresh underscores National Vision's continued business evolution and unwavering commitment to accessible, high-quality eye care and eyewear
Experience the full interactive Multichannel News Release here:
"As we continue to evolve to meet the needs of today's consumers and patients, it's important that our corporate brand reflects who we are and where we're headed," said Alex Wilkes, CEO at National Vision. "This new identity is more than a visual evolution鈥攊t's a powerful expression of our purpose, our people and our momentum as we enter a new chapter for our business."
This announcement follows National Vision's March 2025 appointment of VML, the global creative company that creates connected brands to drive growth, as its agency of record.
"We're building a company ready for the next decade鈥攐ne that moves faster, thinks bigger and connects more deeply with today's consumers, doctors and associates," said Joe VanDette, Chief Brand and Marketing Officer at National Vision. "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."
The new design system embodies National Vision's focus on simplicity and accessibility, including a new brand symbol inspired by the eye's iris, and a refined color palette reminiscent of the natural hues of the human eye. Both reinforce the company's core mission in eye care.
"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," said Robb Smigielski, Chief Design Officer at VML. "From day one, we've been inspired by their intentionality and commitment to this transformation, ensuring the creative output not only reflects their internal progress but also deeply resonates with and benefits their consumers."
The rebrand is the first of several brand-related updates to roll out in the coming months. National Vision will begin updating the visual identities of its retail brands, starting with America's Best, as the company continues to modernize how it shows up in stores, online and in the communities it serves.
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About National Vision Holdings, Inc.
National Vision Holdings, Inc. (NASDAQ: EYE) is one of the largest optical retail companies in
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FAQ
What changes did National Vision (NASDAQ: EYE) announce in August 2025?
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