National Vision, Inc. Unveils Bold New Brand Identity as Part of Strategic Transformation

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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.

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Brand refresh underscores National Vision's continued business evolution and unwavering commitment to accessible, high-quality eye care and eyewear

DULUTH, Ga., Aug. 5, 2025 /PRNewswire/ -- National Vision Holdings, Inc. (NASDAQ: EYE), one of the largest optical retail companies in the United States, unveiled its new corporate brand identity, a major milestone in National Vision's transformation journey. The refreshed branding strengthens National Vision's position as a modern, agile and purpose-driven organization committed to helping people see their best to live their best.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/national-vision-holdings/9348251-en-national-vision-brand-refresh-strategic-transformation

"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—it'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—one 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.

For more information about National Vision, visit www.nationalvision.com.

About National Vision Holdings, Inc.
National Vision Holdings, Inc. (NASDAQ: EYE) is one of the largest optical retail companies in the United States with over 1,200 stores in 38 states and Puerto Rico. With a mission of helping people by making quality eye care and eyewear more affordable and accessible, the company operates four retail brands: America's Best, Eyeglass World, and Vista Opticals inside select Fred Meyer stores and on select military bases, and an e-commerce website DiscountContacts.com, offering a variety of products and services for customers' eye care needs. For more information, please visit www.nationalvision.com.

Media Contact:
media@nationalvision.com

 

 

 

 

 

View original content:https://www.prnewswire.com/news-releases/national-vision-inc-unveils-bold-new-brand-identity-as-part-of-strategic-transformation-302521248.html

SOURCE National Vision, Inc.

FAQ

What changes did National Vision (NASDAQ: EYE) announce in August 2025?

National Vision announced a comprehensive brand refresh including a new brand symbol inspired by the eye's iris and a refined color palette based on natural eye hues, marking the beginning of its strategic transformation.

Who is leading National Vision's rebranding initiative in 2025?

The rebranding is being led by CEO Alex Wilkes and Chief Brand and Marketing Officer Joe VanDette, with creative support from VML, their agency of record appointed in March 2025.

Which National Vision retail brands will be updated first?

America's Best will be the first retail brand to undergo visual identity updates as part of National Vision's modernization initiative.

When did National Vision partner with VML for their rebranding?

National Vision appointed VML as their agency of record in March 2025, preceding the brand identity announcement in August 2025.