Top: Old logo Bottom: New logo
“[It] is the sign to go ahead and talk about all the important things—friends, love, life, laughter,” the direct selling company describes, adding that “she” pays homage to the brand’s heritage.
Though the new wordmark is a dramatic shift from the old one, it is a refreshing change and might find its audience in younger consumers. The logomark features a bolder serif as opposed to the previous sans-serif, along with a tilted-axis “O” that offers a fun vibe to the overall look.
Avon, a company that has been recognized for its skincare and cosmetics over the past 125 years, has gone through several logo changes throughout the century. The new emblem looks like a modernized version of the company’s logo from 1970. View it below.
[via Under Consideration, opening image via Avon]
Meet our new logo! She represents fun, confidence & is the sign to go ahead and talk about all the important things — friends, love, life, laughter. She’s inspired by our heritage, but we’re shaking things up and putting a twist on the past — can you spot it? pic.twitter.com/xkGKALVWzd
— Avon USA (@AvonInsider) March 6, 2019