It was only a little over a year that AVON had released a new logo, apparently it was not to everyone’s liking, because now the company is changing the logo again: to give a new voice to cosmetics.
The objective is the same as what other companies have done, which have released logos in recent months: try to modernize the brand for use in digital media.
Also AVON search with the new logo design and your visual identity, that your brand looks modern and conveys your concern for sustainability, equality, recycling and circular economy.
The above is the justification for AVON’s new logo design, but I think the change is due to the fact that the previous logo was very bad. It does not reflect the type of products that the company makes and sells.
New logo and visual identity for AVON
The typography used in the new logo is consistent with the public that consumes the brand’s products. Which by the way the name of the font is: Pro Zone. But the designers modified the letters of the brand name a bit.
Here’s what the design team in charge of creating AVON’s new logo and brand identity says:
The new logo is more daring but also feminine. It is a heavier font, but the curves and smooth edges still reflect Avon’s mission to advocate for women.
It feels like it was created by someone other than a computer – it’s more human with less symmetry. After all, Avon is a community-based brand.
The frame cuts in TO on TO, V Y N they create cut-through shapes to keep our brand consistent and recognizable across all of our touch points.
Consistency helps create memory structures in the mind, which helps when consumers evaluate brands for purchase.
The color gradient is based on the shapes of a woman’s face: cheekbone, forehead and jaw line.
The color gradient represents transformation – it’s always evolving, just like Avon.
The new logo can now be seen on AVON’s website and on all its accounts on different social networks. I suppose that as the months go by, the new logo will be present in all the products that the company manufactures.
Did you like the new logo? I especially liked it if I compare it with the previous logo, it is so bad that it entered to compete for the award for the worst logo of last year.