Vision Council of America Re-brands as The Vision Council
Launches Awareness Campaign
Washington, D.C. (April 7, 2008) – Based on strategic direction set by the organization’s board of directors and membership, the Vision Council of America is proud to launch its new brand – The Vision Council – to the vision industry. The new brand represents The Vision Council as the leading voice for enhancing life through better vision.

The Vision Council embarked on its re-branding process in spring of 2007 to develop an identity that accurately reflects the organization, its members and objectives. The process included an analysis of organizational attitudes and knowledge, member and staff surveys and a thorough review of the optical industry landscape.

“We spent a great deal of time speaking with our members and employees, trying to figure out, in essence, who we wanted to be when we grew up,” said Ed Greene, chief executive officer for The Vision Council. “By taking an in-depth look at our goals and objectives, we were able to align all of our branding elements, from our name to our logo to our messaging.”

The re-branding process resulted in the development of a new core identity for The Vision Council, as well as new visual component of the brand. In addition, a new Web site,, was created to provide information for all of The Vision Council’s audiences – members, eye care professionals and consumers.

While the look of The Vision Council has changed, the organization’s core services will remain the same and new programs will be added. The Vision Councils’ branding campaign will reinforce the benefits of membership, such as research, training and education, networking opportunities and International Vision Expo discounts and programs.

Eye care professionals will find a new resource with The Vision Council, as the organization refines the services offered to them, such as marketing materials and continuing education courses. The Vision Council will also conduct its consumer outreach under the new name, focusing on eye health and wellness, as well as vision care products.

“As the optical industry continues to grow and evolve, it’s important for us to embrace the changes as positive and necessary to our success,” said Larry Clarke, chairman of The Vision Council. “The new brand is at the heart of everything The Vision Council does and by delivering on our promise, we will continue to shape and strengthen the organization