America’s Best introduces a comprehensive visual brand transformation in collaboration with VML. The rebrand for the eyecare retailer includes a new logo, brand platform, a complete identity overhaul across media touchpoints, and a new mission statement that “Every Eye Deserves Better.”
Gone is the familiar flag logo, replaced by a more sophisticated yet approachable “AB” acronym brand mark and a new visual design system. This evolution weaves in nods to the company’s heritage, with a fashionable reinterpretation of American stripes and colors, and even a playful homage to its signature owl mascot.
A launch film takes viewers on a colorful journey through the lives – and eyes – of Americans. Complementing this, the brand’s social media channels and website feature photography and video that captures everyday moments where clear vision matters.
VML’s Chief Design Officer, Robb Smigielski describes the concept as “premiumizing” an accessible brand, creating heightened sense of value and pride that is inviting, not polarizing. He says the process “enhances the brand’s perceived value and fosters brand pride by making it more contemporary, energetic, and alluring. It both encourages customers to feel value for their money, but with pride in their purchase and enthusiasm to share it with the world.”
The redesign comes soon after the visual refresh of its parent company National Vision.
