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Design team reveals meaning behind Avons new visual identity

Design team reveals meaning behind Avon's new visual identity

 September 22, 2020

Avon’s had a makeover.

The company has been doing beauty differently for over 130 years. Avon is still doing that, but now it's bolder and more modern

A lot of science goes into a brand refresh. Avon's design team behind the new visual identity share five things that you didn’t know about Avon’s new visual identity.

Bold but feminine 

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.

Created by people

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.

Consistent branding

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.

Reflecting women

The colour gradient is built on the shapes in a woman’s face: namely the cheekbone, brow and jaw line. What Avon stands for really is built into every little detail. 

Constant evolution

The colour gradient represents transformation – it’s always evolving, just like Avon.

Be part of Avon's new transformation 

Now is an exciting time to join Avon. The company is growing, and you can grow with it.

Start your career with a global beauty brand.


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