Striving to keep its beauty products relevant after 135 years of business, Avon has yet another new brand identity, replacing a system that was just launched in 2019. The identity has a stronger personality: an introduction video says it is meant to be both feminine and bold.
The typeface Zona Pro is used for the wordmark. Its bolder look, with both sharp and rounded edges, does suggest a more modern, youthful consumer. It is not as gender-specific as the company’s previous wordmark, which was decidedly more delicate and feminine. Inclusivity is one of the goals of the redesign, and that makes sense in 2020, when make-up and beauty products are not just for one gender anymore.
Other elements in the new Avon system include what the company calls an A-frame that can be used as an enclosure, photo shape, border and more. It mimics the hard and soft edges of Zona Pro. A color gradient that is supposed to follow the curvature of a woman’s face is also a new introduction. Pink was maintained as the identity’s core color.
The new system was projected to be released on September 1, 2020, although not much of it has been spotted thus far, including on the company’s website.