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New Logo for Avon by Standard Black



Noted Mar. 11, 2019 by Armin

Industry / Consumer products Tags /


(Est. 1886) “Avon is the company that for more than 125 years has stood for beauty, innovation, optimism and, above all, for women. Avon, with nearly $9 billion in annual revenue, has products that are sold through 6 million active independent Avon Sales Representatives worldwide. Avon products include color cosmetics, skincare, fragrance, and fashion and home, featuring such well-recognized brand names as Avon Color, ANEW, Avon Care, Skin-So-Soft, and Advance Techniques.”

Design by

Standard Black (Los Angeles, CA and New York, NY)

Related links

Avon announcement on Twitter

Relevant quote
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?

Avon announcement on Twitter

Images (opinion after)
New Logo for Avon by Standard Black
Logo history. I direct your attention to the 1970 version.
New Logo for Avon by Standard Black
Logo animation-ish.

The old logo was fine… unmemorable and relatively generic but fine. I don’t think much about Avon and before looking up the before logo I wasn’t even sure what I was looking for but when I saw the 1970s version I totally remembered my mom’s Avon products. The new logo is a more dramatic interpretation of that old logo and given what a fairly drastic evolution from the most recent logo this is, I am very surprised that all Avon did to announce it was put out a single tweet. The new logo definitely demands attention with its bold weight and tilted-axis “O”. I am not entirely sure if I like it or dislike it but I do appreciate that the angle of the “O” matches the diagonals of the “A” and “V”. I understand that the “n” is a throwback to the 1970s logo but 1) I hate unicase and 2) an uppercase “N” with the angle matching the rest of the letters would have yielded perfect rhythm across all letter instead of ending with a kind of thump. Hard to tell what the goal of the redesign is, given that it’s just the logo for now, which, for now, mainly signals Avon trying to match the bold-spikey-serif trend. I also secretly wish they had rebooted the 1930 logo.

Thanks to Mikey Dunn for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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