America’s Best, part of National Vision, the largest retail network in the U.S. optical industry, has introduced a new style. The company is known for affordable eyewear, eye care services, and a democratic pricing policy. Today, the brand has more than one thousand stores across 31 states and the District of Columbia, and the network continues to expand.
The previous logo, which featured elements of the American flag replacing the letter “E,” has been retired. It has been replaced by a concise “AB” abbreviation accompanied by an updated visual system. The new look maintains a connection to the U.S. national colors and includes a reference to the company’s symbol, the owl.
The monogram creates an ambiguous impression. The letters “ab” have soft, rounded contours that resemble eyeglasses or a phoropter device. The composition suggests the silhouette of an owl, with the beak formed by the intersection of lines. In its compact version, the logo retains clear visual logic. In the full spelling of the name, however, the composition appears overloaded, the letters are placed too closely together, and the visual balance is lost.
The typeface is geometric, sans-serif, modern, and neutral. The system uses Centra No. 2, which conveys a general sense of simplicity and order. However, the combination of black with uniform design elements creates a restrained, somewhat dry impression.
A positive feature lies in the set of light illustrations and icons that add liveliness and friendliness to the image. They bring a bit of warmth and subtle humor, which works well for a mass-market brand. The update of America’s Best appears practical and clear. It helps the company look modern while maintaining closeness to its audience.
