Global News | Sep 12, 2020
Five things you didn’t know 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. We spoke to the design team behind the new visual identity to share five things that you didn’t know about Avon’s new visual identity.
- 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.
- 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.
- The A-frame cuts on the A, V and N create shapes that thread through everything to keep our brand consistent and recognisable across all of our 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.
- The colour gradient is built on the shapes in a woman’s face: namely the cheekbone, brow and jaw line. Cool, eh? What we stand for really is built into every little detail.
- The colour gradient represents transformation – it’s always evolving, just like Avon.
For more on our new visual identity, check out this video.