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 più grandi catene di vendita al dettaglio di prodotti ottici negli Stati Uniti, ha presentato una nuova identità 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 tonalità 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 ópticas en EE. UU., ha presentado una nueva identidad corporativa como parte de su transformación estratégica. El cambio de imagen, desarrollado en colaboración con VML, presenta un nuevo símbolo 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 compañía busca fortalecer su posición como una organización moderna, ágil y con propósito, enfocada en el cuidado ocular accesible.
National Vision Holdings (NASDAQ: EYE)는 미국에서 가장 큰 광학 소매 기업 중 하나로, 전략적 변화를 위한 일환으로 새로운 기업 브랜드 아이덴티티를 공개했습니다. VML과 협력하여 개발된 이번 리브랜딩은 눈의 홍채에서 영감을 받은 새로운 브랜드 심볼과 자연스러운 눈 색조를 기반으로 한 정제된 색상 팔레트를 특징으로 합니다.
CEO Alex Wilkes와 최고 브랜드 및 마케팅 책임자 Joe VanDette가 이끄는 이 이니셔티브는 여러 브랜드 관련 업데이트의 시작을 알리며, America's Best가 현대화되는 첫 번째 소매 브랜드가 되었습니다. 회사는 접근 가능한 눈 관리에 중점을 둔 현대적이고 민첩하며 목적 지향적인 조직으로서의 입지를 강화하는 것을 목표로 합니다.
National Vision Holdings (NASDAQ : EYE), l'une des plus grandes entreprises de vente au détail optique aux États-Unis, a dévoilé une nouvelle identité de marque d'entreprise dans le cadre de sa transformation stratégique. Le rebranding, développé en partenariat avec VML, présente un nouveau symbole de marque inspiré de l'iris de l'œil et une palette de couleurs affinée basée sur les teintes naturelles de l'œil.
Dirigée par le PDG Alex Wilkes et le Chief Brand and Marketing Officer Joe VanDette, cette initiative marque le début de plusieurs mises à jour liées à la marque, America's Best étant la première marque de vente au détail à être modernisée. L'entreprise vise à renforcer sa position en tant qu'organisation moderne, agile et engagée, axée sur des soins oculaires accessibles.
National Vision Holdings (NASDAQ: EYE), eines der größten optischen Einzelhandelsunternehmen in den USA, hat im Rahmen seiner strategischen Transformation eine neue Unternehmensmarkenidentität 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 natürlichen 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 zugängliche Augenpflege zu stärken.
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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: 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
Media Contact:
media@nationalvision.com
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SOURCE National Vision, Inc.
FAQ
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