The Vision Council, the non-profit organization serving as a global voice for the eyewear and eyecare industry, has launched a new brand identity this month, 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. “Coming out of The Vision Council’s Executive Summit in January 2020, we announced a five-year plan reflecting a renewed focus on community-building and promoting industry growth. Since then, the industry has been confronted with unprecedented challenges. The need to come to together as a community and bolster our industry has resonated more powerfully than we could have imagined”, said Ashley Mills, CEO of The Vision Council. “Over the past several months, we have worked closely with industry leaders and our members to understand how their businesses were being impacted by the pandemic and what kind of support they needed most. These specific areas of need have informed the design, capabilities, and content of the new website, which we are excited to launch now, at a time when helping members navigate the marketplace and succeed is of critical importance". The new brand identity is anchored by a new logo inspired by the concepts of refracted light and the visible light spectrum. The new website has been reimagined based on the needs of members, with the results of a recent member needs and program awareness survey informing the design and content.