Did you spot the hidden meaning in the new America's Best logo?

"Its old US flag logo looked dated and generic and didn't seem to say anything about what the brand does (unless it was supposed to look like an inverted Snellen chart for testing eyesight). But that's all changed. The new logo design strips things down to just the brand initials, AB, and uses the letters in a clever way to form the eyes and beak of an owl -a reference to the brand's long-time mascot and to owls' famed excellent eyesight."

"The mascot has also had a makeover. The previous 3D realistic character has been replaced with a stripped down flat design that;s simpler to use across different types of assets but also has a lot of personality. The owl's eyes closely match the shape of the new logo. The US colours haven't disappeared completely. Red and blue are still part of the brand colour system but in more modern, vibrant hues, and other visual assets use stripes as another reference to the US flag."

"An affordable eyecare and eyewear brand might not seem the most exciting subject for a rebrand, but the new America's Best logo shows some sharp vision an absolute hoot. With a fun 'hidden' reference for those with strigiforme eyesight, the surprisingly memorable new identity is a dramatic departure from the brand's previous staid logotype (see our piece on Logo Easter eggs for more inspiration, and don't miss our pick of the best monitors for graphic artists)."

America's Best, owned by National Vision with around 1,000 US stores, replaced a dated US-flag logotype with a simplified AB monogram that forms an owl's eyes and beak, referencing the brand mascot and owls' excellent eyesight. The mascot moved from a realistic 3D character to a flat, stripped-down design that aligns with the new logo and is easier to apply across assets. Red and blue remain in a more vibrant palette and stripes reference the US flag. The rebrand, executed with VML, includes refreshed website and social media content and the tagline 'Every Eye Deserves Better' emphasizing affordable quality eyecare.

Read at Creative Bloq