The Vision Council launches new brand identity and website

The Vision Council

The Vision Council has announced the launch of a new brand identity, including a reimagined logo and a new website designed to better serve and accommodate the needs of members and the vision care community at large. The rebrand and website launch represent the initial phase of the plan The Vision Council announced in January 2020 when it set a new direction for the organization based on community-building and industry growth. The branding roll-out follows months of collaboration with members, during which The Vision Council’s leadership team held regular industry taskforce calls with optical community leaders to understand the implications of the COVID-19 pandemic on the vision care industry and to determine what kinds of tools and resources would best serve members in a rapidly changing marketplace.

The new brand identity is anchored by a new logo. “The Vision Council’s new brand identity is forward-thinking, vibrant, and confident,” said Maureen Beddis, Vice President of Marketing and Membership at The Vision Council. “The dynamic “V” shape in the logo represents an uplifting trajectory and reflects how The Vision Council brings together diverse segments of the industry through the shared goal of advancing the industry. It boldly illustrates our steadfast commitment to delivering on the promise we made to bring the vision care community together and drive industry growth.”

The new website,, has been reimagined based on the results of a recent member needs and program awareness survey informing the website’s design and content. The homepage has been redesigned to offer more immediate access to member programs. New features also include a research download center, registration for virtual and in-person events and an area for members only that contains links to agendas and meeting minutes from past Vision Expo, division, committee and executive summit meetings as well as pertinent guidelines and reports.





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