American Academy of Ophthalmology Launches New Brand Strategy to Improve Public Engagement in Eye Health

Physician-led eye care makes significant contributions to protecting sight and empowering lives of millions of patients around the world

LAS VEGAS – Nov. 15, 2015 – TheAmerican Academy of Ophthalmology is unveiling a new brand strategy and identity that emphasizes the life-changing impact of medical eye care on society. Academy Chief Executive Officer David W. Parke II, M.D., today shared the organization’s plans to bolster public awareness of the importance of quality medical and surgical eye care. He presented the strategy to 30,000 ophthalmologists and other industry professionals during the opening session of AAO 2015, the 119th annual meeting of the Academy.


The Academy’s new tagline is “Protecting Sight. Empowering Lives.™” The new logo contains a purple icon that appears as light emanating from a central focal point. This symbolizes the Academy’s role as the nucleus of the profession of ophthalmology. Some also interpret it as resembling parts of the human eye. It is the first logo redesign in the Academy’s 119-year history.

“The size and scope of the Academy’s work has grown immensely for nearly 120 years,” said Dr. Parke. “Our global efforts to improve eye care and educate the public about its importance are vast and varied. The Academy sets the standards for clinical education, advocates for patient access to the best possible eye care and innovates through data science to improve outcomes. As the Academy’s work and influence continue to grow, we must present these efforts in a manner that unifies and guides our efforts to protect and restore vision so that people can live life to the fullest.”

The Academy’s brand evolution extends beyond a new visual identity system. The organization is making a number of major changes to how it presents its resources and leadership efforts. Several sub-brands will be united under a single brand identity. The intent is to make these programs and services more clearly identifiable as Academy resources. These changes will be evident in the Academy’s educational offerings for physicians, practice management services, patient education resources and public communications programs. The new brand will also be reflected in the Academy’s government advocacy work, data science initiatives and fundraising efforts.

Beginning in January, the new branding will appear prominently in the design of the Academy’s numerous educational products and services. The organization will launch a rebranded website that includes the transition of its EyeSmart® eye health website for the public onto the main Academy website, This change reinforces the role of Academy members that create content for the EyeSmart website, which is used by more than 12 million people annually.

The Academy’s new brand strategy provides a platform for better articulating the tremendous work of ophthalmologists who collectively protect the sight and empower the lives of hundreds of millions of patients each year,” said Academy Vice President for Communications and MarketingRenaldo Juanso. “It’s crucial that we communicate with the public in ways that are accessible and engaging so that patients can be more active partners in their care.”

The Academy’s rebranding is the result of more than two years of interviews, research and input from hundreds of ophthalmologists across the United States and abroad. The Academy collaborated with Landor, a global leader in brand consulting and design, to create a singular brand strategy that clearly defines the life-changing impact of physician-led eye care.

AAO 2015, the Academy’s annual meeting, takes place through Nov. 17 at the Sands Expo/Venetian in Las Vegas. Known as the place “Where all of Ophthalmology Meets™,” it is the largest ophthalmology conference in the world. For more information, see AAO 2015 highlights.


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