The Vision Council Launches New Brand Identity and Website

The Vision Council’s Commitment to the Success of Members takes centre stage with a  new website which provides a more effective platform for the organisation to serve the vision care industry. A reimagined brand identity emphasises its core values to its members.

The Vision Council, the non-profit organisation serving as a global voice for the eyewear and eyecare industry, recently 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.

“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.

“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 needs of members, with the results of a recent member needs and program awareness survey informing the website’s design and content. The new website offers improved navigation, modern features and curated content.

Details on new virtual programming and member initiatives for the remainder of 2020 and 2021 will be announced in the coming months.