Essilor has revealed a new logo and branding that it said would increase customer preference and facilitate recommendation as the reference for vision care.

Its blue colour has been refreshed and its eye shape redesigned so that it was more visible to emphasise the brand’s expertise in vision care.

The company explained that the new branding system would make its products inseparable from the overarching Essilor brand as a blue square links the parent and daughter brand.

Essilor noted that its strategy to streamline the branding created more consistent communication to help consumers understand and recognise the company’s principles.

Tim Precious, managing director at Essilor, said: ‘While Essilor will continue to introduce more breakthrough technology in the coming years, we believe it is essential to continue building a strong branding system to execute solid launches and ensure trust from ECPs and confidence from consumers.’