Five Things About Avon’s New Visual Identity

Avon’s had a makeover.

We’ve been doing beauty differently for over 130 years.  We’re still doing that, but now we’re bolder and more modern.  Like it?  We do.  A lot of science goes into a brand refresh.

The design team behind the new visual identity shared five things about Avon’s new visual identity.

  1. It’s bolder but feminine too. It’s a heavier weight font, but the curves and soft edges still reflect Avon’s mission to champion women.
  2. It feels like it’s created by someone not a computer—it’s more human with less symmetry; it looks less computer-generated. Avon is a brand built on community after all.
  3. The A-frame cuts on the A, V and N create shapes that thread through everything to keep the brand consistent and recognizable across all the company’s touchpoints. Consistency helps create memory structures in the mind—memory structures keep brands front of mind, which helps when consumers are evaluating brands for purchase.
  4. The color gradient is built on the shapes in a woman’s face: namely the cheekbone, brow and jaw line. What Avon stands for really is built into every little detail.
  5. The color gradient represents transformation—it’s always evolving, just like Avon.

For more on Avon’s new visual identity, click here.