#United States #Duluth #Eyewear #brand refresh #National Vision

National Vision's Bold Transformation

In a significant shift towards modernization, National Vision Holdings, Inc. (NASDAQ: EYE), a leading optical retail chain in the United States, has unveiled a bold new corporate identity. This announcement marks a pivotal moment in the company's journey as it embraces change to better reflect its mission of delivering accessible and high-quality eye care to consumers.

A Vision for the Future

On August 5, 2025, National Vision debuted its new branding, a crucial facet of its strategic transformation plan. Alex Wilkes, the CEO, articulated the reasoning behind this revamp, noting the importance of the corporate brand being aligned with their direction and values. "This new identity represents more than just a visual evolution; it expresses our purpose, our people, and our momentum as we advance further into the future," he stated.

The rebranding coincides with National Vision's partnership with VML, a globally recognized creative agency, tasked with revitalizing the brand's image across various platforms. Joe VanDette, the Chief Brand and Marketing Officer, emphasized the necessity of evolving to connect more deeply with today's consumers and healthcare professionals. "We're building a company equipped for the decade ahead, one that is agile, innovative, and increasingly responsive to the needs of those we serve," VanDette explained.

The New Design Philosophy

The newly introduced visual identity includes an updated design system that embodies simplicity and accessibility. It features a brand symbol reminiscent of the iris of an eye, emphasizing the company's dedication to eye care. The refreshed color palette draws on natural hues, resonating with the nuances of human vision.

Robb Smigielski, Chief Design Officer at VML, shared insights into the creative process, noting that the new identity is more than a superficial facelift; it signifies a strategic evolution within the company. The identity is expected to inspire confidence in both the organization and its clientele, showcasing a promise of quality and care.

Upcoming Changes

As part of this transformative journey, additional brand-related updates will unfold shortly. National Vision plans to modernize the visual identities of its retail brands, beginning with America's Best. This move reflects the company's commitment to enhancing its customer experience, both in physical stores and through online platforms.

For individuals looking for high-quality eyewear and eye care solutions, this change heralds a new, innovative chapter for National Vision. The company aims to reinforce its mission of making eye care more affordable and accessible while still prioritizing quality.

Commitment to Accessibility

National Vision operates over 1,200 stores across 38 states, along with Puerto Rico, offering a variety of eye care products and services. Their retail brands, including America's Best and Eyeglass World, cater to a diverse clientele, ensuring that every individual has access to the eye care they need.

With a new brand identity set to resonate with consumers and reflect the company's values, National Vision is poised for continued growth in the optical retail space. The upcoming changes are anticipated to positively impact customer engagement and highlight National Vision's unwavering dedication to enhancing the customer experience.

For more information on the new brand identity and the products and services offered by National Vision, visit their official website at www.nationalvision.com.

Conclusion

The refreshed brand identity of National Vision Holdings, Inc. represents a significant evolution in its approach to eye care, aiming to meet the changing demands of consumers while reinforcing its commitment to quality and accessibility. As National Vision embarks on this new chapter, it is evident that the organization is committed to ensuring that everyone can see their best and live their best.