National Vision Holdings, Inc., a US optical retail company, has introduced a refreshed corporate brand identity. The new identity represents a shift toward greater agility and modernity in accessible, high-quality eye care and eyewear.

“As we continue to evolve to meet the needs of today’s consumers and patients, it’s important that our corporate brand reflects who we are and where we’re headed,” said Alex Wilkes, CEO at National Vision, in a press release on the rebrand.

The new visual identity includes a brand symbol that is inspired by the iris of the human eye and a refined color palette that was drawn from natural eye hues to “embody simplicity and accessibility”, among the other values the company aims to present, such as deeper connections with consumers and eyecare professionals.

The rebrand follows the March 2025 appointment of VML, a global creative agency, as National Vision’s agency of record.

National Vision will begin updating the visual identities of its consumer-facing retail brands in the coming months, starting with America’s Best. The company aims to modernize how it presents itself in stores, online, and in local communities. Other brand-related updates will be rolled out in the coming months.