diff --git a/client/assets/images/icons/Woo_logo_color.svg b/client/assets/images/icons/Woo_logo_color.svg
new file mode 100644
index 0000000000000..428eec450d935
--- /dev/null
+++ b/client/assets/images/icons/Woo_logo_color.svg
@@ -0,0 +1,6 @@
+<svg id="woocommerce-logo" width="60" height="24" viewBox="0 0 60 24" fill="none"
+	xmlns="http://www.w3.org/2000/svg">
+	<path d="M7.54838 19.653C9.27555 19.653 10.6616 18.8 11.7064 16.8383L14.0306 12.4884V16.1773C14.0306 18.3523 15.4379 19.653 17.6129 19.653C19.3187 19.653 20.5768 18.9067 21.7922 16.8383L27.1443 7.79732C28.3171 5.81427 27.4855 4.32166 24.9054 4.32166C23.5194 4.32166 22.6238 4.76944 21.8135 6.28338L18.1246 13.2134V7.05101C18.1246 5.21723 17.2504 4.32166 15.6298 4.32166C14.3505 4.32166 13.3269 4.87606 12.538 6.41132L9.06232 13.2134V7.11498C9.06232 5.15326 8.25204 4.32166 6.29032 4.32166H2.28157C0.767632 4.32166 0 5.02532 0 6.32603C0 7.62674 0.810278 8.37305 2.28157 8.37305H3.92345V16.156C3.92345 18.3523 5.39475 19.653 7.54838 19.653Z" fill="#873EFF"/>
+	<path d="M34.9709 4.32166C30.5997 4.32166 27.252 7.58409 27.252 11.998C27.252 16.4119 30.621 19.653 34.9709 19.653C39.3208 19.653 42.6472 16.3905 42.6686 11.998C42.6686 7.58409 39.3208 4.32166 34.9709 4.32166ZM34.9709 14.9406C33.329 14.9406 32.1989 13.7038 32.1989 11.998C32.1989 10.2921 33.329 9.03406 34.9709 9.03406C36.6128 9.03406 37.7429 10.2921 37.7429 11.998C37.7429 13.7038 36.6341 14.9406 34.9709 14.9406Z" fill="#873EFF"/>
+	<path d="M51.4525 4.32166C47.1026 4.32166 43.7549 7.58409 43.7549 11.998C43.7549 16.4119 47.1026 19.653 51.4525 19.653C55.8024 19.653 59.1502 16.3905 59.1502 11.998C59.1502 7.60541 55.8024 4.32166 51.4525 4.32166ZM51.4525 14.9406C49.7893 14.9406 48.7018 13.7038 48.7018 11.998C48.7018 10.2921 49.8106 9.03406 51.4525 9.03406C53.0944 9.03406 54.2245 10.2921 54.2245 11.998C54.2245 13.7038 53.0944 14.9406 51.4525 14.9406Z" fill="#873EFF"/>
+</svg>
diff --git a/client/blocks/signup-form/index.jsx b/client/blocks/signup-form/index.jsx
index 053b952f81c8e..622e91258db11 100644
--- a/client/blocks/signup-form/index.jsx
+++ b/client/blocks/signup-form/index.jsx
@@ -1335,7 +1335,7 @@ class SignupForm extends Component {
 				case this.props.isWoo:
 					formProps = {
 						inputPlaceholder: null,
-						submitButtonLabel: this.props.translate( 'Continue with email' ),
+						submitButtonLabel: this.props.translate( 'Continue' ),
 						submitButtonLoadingLabel: <Spinner />,
 					};
 			}
diff --git a/client/layout/index.jsx b/client/layout/index.jsx
index ac458b1eba632..2ac273e4d4803 100644
--- a/client/layout/index.jsx
+++ b/client/layout/index.jsx
@@ -315,6 +315,7 @@ class Layout extends Component {
 			'feature-flag-woocommerce-core-profiler-passwordless-auth': config.isEnabled(
 				'woocommerce/core-profiler-passwordless-auth'
 			),
+			'feature-flag-woocommerce-rebrand-2-0': config.isEnabled( 'woocommerce/rebrand-2-0' ),
 		} );
 
 		const optionalBodyProps = () => {
diff --git a/client/layout/logged-out.jsx b/client/layout/logged-out.jsx
index 1f7f42ebc354c..33e14583e2fb8 100644
--- a/client/layout/logged-out.jsx
+++ b/client/layout/logged-out.jsx
@@ -152,6 +152,7 @@ const LayoutLoggedOut = ( {
 		'feature-flag-woocommerce-core-profiler-passwordless-auth': config.isEnabled(
 			'woocommerce/core-profiler-passwordless-auth'
 		),
+		'feature-flag-woocommerce-rebrand-2-0': config.isEnabled( 'woocommerce/rebrand-2-0' ),
 	};
 
 	let masterbar = null;
diff --git a/client/layout/masterbar/woo.jsx b/client/layout/masterbar/woo.jsx
index bac1ebe3f0947..0b2cd29cb7e6f 100644
--- a/client/layout/masterbar/woo.jsx
+++ b/client/layout/masterbar/woo.jsx
@@ -1,8 +1,10 @@
+import config from '@automattic/calypso-config';
 import { Gridicon } from '@automattic/components';
 import { Button } from '@wordpress/components';
 import { createInterpolateElement, Fragment } from '@wordpress/element';
 import { __ } from '@wordpress/i18n';
 import { localize } from 'i18n-calypso';
+import WooLogoRebrand2 from 'calypso/assets/images/icons/Woo_logo_color.svg';
 import WooLogo from 'calypso/assets/images/icons/woocommerce-logo.svg';
 import SVGIcon from 'calypso/components/svg-icon';
 import './typekit';
@@ -35,6 +37,27 @@ const WooOauthMasterbar = () => {
 		}
 	}
 
+	const isWooRebrand20 = config.isEnabled( 'woocommerce/rebrand-2-0' );
+	const logo = isWooRebrand20 ? (
+		<SVGIcon
+			name="woocommerce-logo"
+			icon={ WooLogoRebrand2 }
+			classes="masterbar__woo-client-logo"
+			width="60"
+			height="24"
+			viewBox="0 0 60 24"
+		/>
+	) : (
+		<SVGIcon
+			name="woocommerce-logo"
+			icon={ WooLogo }
+			classes="masterbar__woo-client-logo"
+			width="38"
+			height="23"
+			viewBox="0 0 38 23"
+		/>
+	);
+
 	const backNav = (
 		<li className="masterbar__woo-nav-item">
 			<Button className="masterbar__login-back-link" onClick={ onClick }>
@@ -52,14 +75,7 @@ const WooOauthMasterbar = () => {
 					<ul className="masterbar__woo-nav">
 						<li className="masterbar__woo-nav-item">
 							<a href="https://woocommerce.com" className="masterbar__woo-link">
-								<SVGIcon
-									name="woocommerce-logo"
-									icon={ WooLogo }
-									classes="masterbar__woo-client-logo"
-									width="38"
-									height="23"
-									viewBox="0 0 38 23"
-								/>
+								{ logo }
 							</a>
 						</li>
 						{ backNav }
diff --git a/client/layout/masterbar/woo.scss b/client/layout/masterbar/woo.scss
index ef06472ae0641..e4ef5f7c5c752 100644
--- a/client/layout/masterbar/woo.scss
+++ b/client/layout/masterbar/woo.scss
@@ -7,10 +7,10 @@
 $breakpoint-mobile: 660px;
 
 .woo {
-	$woo-purple-40: #966ccf;
-	$woo-purple-50: #7f54b3;
-	$woo-purple-60: #674399;
-	$woo-purple-70: #533582;
+	--woo-purple-40: #966ccf;
+	--woo-purple-50: #7f54b3;
+	--woo-purple-60: #674399;
+	--woo-purple-70: #533582;
 	$woo-label-color: #50575e;
 	$woo-gray-100: #101517;
 	$woo-gray-40: #787c82;
@@ -60,7 +60,7 @@ $breakpoint-mobile: 660px;
 		&:focus,
 		&:hover,
 		&:focus:hover {
-			border-color: $woo-purple-50;
+			border-color: var(--woo-purple-50);
 			outline: none;
 			box-shadow: 0 0 0 2px #e5cfe8;
 		}
@@ -91,7 +91,7 @@ $breakpoint-mobile: 660px;
 
 	.button:not(.social-buttons__button) {
 		border-radius: 8px; /* stylelint-disable-line scales/radii */
-		border: 2px solid $woo-purple-60;
+		border: 2px solid var(--woo-purple-60);
 		text-decoration: none;
 		width: auto;
 		padding: 10px 24px;
@@ -101,7 +101,7 @@ $breakpoint-mobile: 660px;
 	.button.is-primary,
 	.login .button.is-primary,
 	.magic-login.is-white-login .magic-login__form-action .button.is-primary:not([disabled]) {
-		background-color: $woo-purple-60;
+		background-color: var(--woo-purple-60);
 		border: none;
 		color: #fff;
 		width: 100%;
@@ -111,7 +111,7 @@ $breakpoint-mobile: 660px;
 		}
 
 		&:hover {
-			background-color: $woo-purple-40;
+			background-color: var(--woo-purple-40);
 			color: #fff;
 		}
 
@@ -162,7 +162,7 @@ $breakpoint-mobile: 660px;
 
 			a,
 			a:visited, {
-				color: $woo-purple-60;
+				color: var(--woo-purple-60);
 				font-size: rem(14px);
 				font-style: normal;
 				font-weight: 500;
@@ -172,7 +172,7 @@ $breakpoint-mobile: 660px;
 			}
 
 			a:hover {
-				color: $woo-purple-40;
+				color: var(--woo-purple-40);
 			}
 		}
 	}
@@ -336,13 +336,13 @@ $breakpoint-mobile: 660px;
 		-webkit-font-smoothing: subpixel-antialiased;
 
 		a {
-			color: $woo-purple-70;
+			color: var(--woo-purple-70);
 			font-weight: 400;
 			font-size: 1rem;
 			text-decoration: none;
 
 			&:hover {
-				color: $woo-purple-40;
+				color: var(--woo-purple-40);
 			}
 		}
 
@@ -633,7 +633,7 @@ $breakpoint-mobile: 660px;
 		}
 
 		a {
-			color: $woo-purple-70;
+			color: var(--woo-purple-70);
 			font-size: $font-body;
 			text-decoration: none;
 		}
@@ -1220,7 +1220,7 @@ $breakpoint-mobile: 660px;
 			&:focus,
 			&:hover,
 			&:focus:hover {
-				border: 2px solid $woo-purple-50;
+				border: 2px solid var(--woo-purple-50);
 				box-shadow: none;
 			}
 
@@ -1244,7 +1244,7 @@ $breakpoint-mobile: 660px;
 		.button.is-primary,
 		.login .button.is-primary,
 		.magic-login.is-white-login .magic-login__form-action .button.is-primary:not([disabled]) {
-			background-color: $woo-purple-50;
+			background-color: var(--woo-purple-50);
 			font-family: $woo-inter-font;
 			font-size: 1rem;
 			font-style: normal;
@@ -1256,7 +1256,7 @@ $breakpoint-mobile: 660px;
 			}
 
 			&:hover {
-				background-color: $woo-purple-70;
+				background-color: var(--woo-purple-70);
 				color: #fff;
 			}
 
@@ -1327,7 +1327,7 @@ $breakpoint-mobile: 660px;
 			text-align: center;
 
 			a {
-				color: $woo-purple-50;
+				color: var(--woo-purple-50);
 				font-size: rem(18px);
 				font-style: normal;
 				font-weight: 500;
@@ -1335,7 +1335,7 @@ $breakpoint-mobile: 660px;
 				letter-spacing: -0.025px;
 
 				&:hover {
-					color: $woo-purple-40;
+					color: var(--woo-purple-40);
 				}
 			}
 
@@ -1430,7 +1430,7 @@ $breakpoint-mobile: 660px;
 			}
 
 			.login__lost-password-link {
-				color: $woo-purple-50;
+				color: var(--woo-purple-50);
 				text-align: center;
 				font-weight: 500;
 				line-height: 20px;
@@ -1608,14 +1608,14 @@ $breakpoint-mobile: 660px;
 
 			.continue-as-user__change-user-link {
 				text-decoration: none;
-				color: $woo-purple-50;
+				color: var(--woo-purple-50);
 				font-size: 0.875rem;
 				font-style: normal;
 				font-weight: 500;
 				line-height: 21px;
 
 				&:hover {
-					color: $woo-purple-70;
+					color: var(--woo-purple-70);
 				}
 			}
 
@@ -1719,7 +1719,7 @@ $breakpoint-mobile: 660px;
 
 				a {
 					text-decoration: none;
-					color: $woo-purple-50;
+					color: var(--woo-purple-50);
 					font-size: rem(14px);
 					font-style: normal;
 					font-weight: 500;
@@ -2119,4 +2119,99 @@ $breakpoint-mobile: 660px;
 			}
 		}
 	}
+}
+
+.woo.feature-flag-woocommerce-rebrand-2-0,
+.woo.feature-flag-woocommerce-rebrand-2-0.is-woo-passwordless {
+	--woo-purple-40: #873EFF;
+	--woo-purple-50: #720EEC;
+	--woo-purple-60: #6108CE;
+	--woo-purple-70: #5007AA;
+
+	&.is-woo-passwordless {
+		.security-key-form__help-text,
+		.formatted-header__subtitle {
+			a {
+				color: var(--woo-purple-40);
+				text-decoration: underline;
+				text-underline-offset: 4px;
+
+				&:hover {
+					color: var(--woo-purple-60);
+				}
+			}
+		}
+	}
+
+	.masterbar__woo {
+		.masterbar__woo-nav {
+			.masterbar__login-back-link {
+				margin-left: 15px;
+			}
+		}
+	}
+
+	input[type="text"].form-text-input,
+	input[type="email"].form-text-input,
+	input[type="password"].form-text-input,
+	input[type="tel"].form-text-input,
+	textarea.form-text-input {
+		border: 1px solid var(--studio-gray-30);
+		&:focus,
+		&:hover,
+		&:focus:hover {
+			border: 1px solid var(--woo-purple-40);
+		}
+	}
+
+	.button.is-primary,
+	.login .button.is-primary,
+	.magic-login.is-white-login .magic-login__form-action .button.is-primary:not([disabled]) {
+		background-color: var(--woo-purple-40);
+
+		&:hover {
+			background-color: var(--woo-purple-60);
+		}
+	}
+
+	.notice__text a,
+	.notice__text a:visited {
+		color: var(--woo-purple-40);
+		text-decoration: underline;
+		text-underline-offset: 4px;
+
+		&:hover {
+			color: var(--woo-purple-60);
+		}
+	}
+
+	.login__header-subtitle a {
+		color: var(--woo-purple-40);
+		text-decoration: underline;
+		text-underline-offset: 4px;
+
+		&:hover {
+			color: var(--woo-purple-60);
+		}
+	}
+
+	.continue-as-user__change-user-link {
+		color: var(--woo-purple-50);
+
+		&:hover {
+			color: var(--woo-purple-70);
+		}
+	}
+
+	.magic-login__footer a {
+		color: var(--woo-purple-50);
+
+		&:hover {
+			color: var(--woo-purple-40);
+		}
+	}
+
+	.auth-form__social-buttons-tos a {
+		text-underline-offset: 2px;
+	}
 }
\ No newline at end of file
diff --git a/config/development.json b/config/development.json
index 85e66a652136f..f8fe802b78a92 100644
--- a/config/development.json
+++ b/config/development.json
@@ -248,6 +248,7 @@
 		"wordpress-action-search": false,
 		"wpcom-user-bootstrap": false,
 		"yolo/command-palette": true,
-		"woocommerce/core-profiler-passwordless-auth": true
+		"woocommerce/core-profiler-passwordless-auth": true,
+		"woocommerce/rebrand-2-0": false
 	}
 }
diff --git a/config/horizon.json b/config/horizon.json
index 15a74dec7d242..8d2b9972a1116 100644
--- a/config/horizon.json
+++ b/config/horizon.json
@@ -171,6 +171,7 @@
 		"wpcom-user-bootstrap": true,
 		"yolo/command-palette": true,
 		"woocommerce/core-profiler-passwordless-auth": true,
+		"woocommerce/rebrand-2-0": false,
 		"login/magic-login": true
 	},
 	"siftscience_key": "a4f69f6759",
diff --git a/config/production.json b/config/production.json
index 5e1cd2b3a8529..d83eb53579486 100644
--- a/config/production.json
+++ b/config/production.json
@@ -217,7 +217,8 @@
 		"wordpress-action-search": false,
 		"wpcom-user-bootstrap": true,
 		"yolo/command-palette": true,
-		"woocommerce/core-profiler-passwordless-auth": true
+		"woocommerce/core-profiler-passwordless-auth": true,
+		"woocommerce/rebrand-2-0": false
 	},
 	"siftscience_key": "a4f69f6759",
 	"oauth_client_id": "39911",
diff --git a/config/stage.json b/config/stage.json
index 01a601365d4b1..55adf41c09739 100644
--- a/config/stage.json
+++ b/config/stage.json
@@ -214,7 +214,8 @@
 		"wordpress-action-search": false,
 		"wpcom-user-bootstrap": true,
 		"yolo/command-palette": true,
-		"woocommerce/core-profiler-passwordless-auth": true
+		"woocommerce/core-profiler-passwordless-auth": true,
+		"woocommerce/rebrand-2-0": false
 	},
 	"siftscience_key": "e00e878351",
 	"oauth_client_id": "39911",