June 2019

ASCRS NEWS

Perspectives on the new ASCRS logo


by Steve Speares ASCRS Executive Director

At the 2019 ASCRS ASOA Annual Meeting, we unveiled a new logo and tag line as part of our rebranding initiative. Overall the reaction was extremely positive as we move to a more contemporary and bolder look, which signals the changes we are making to ASCRS.
It’s been 16 years since ASCRS changed its look, and we thought the time was right to freshen our approach to how we identify our organization, as well as ASOA.
The new logo has been an interesting piece of this rebranding project. What is it supposed to be? It certainly has the potential to be an iconic symbol, but it has also raised a few eyebrows. What is this meant to be? Where did you come up with that? I don’t get the meaning. These were just a few of the reactions to our new symbol.
We liken the new logo to ASCRS: It all depends on your perspective.
I heard some specific interpretations I’d like to share. Terry Kim, MD, said, “I get it, that’s the perspective of looking down on a surgeon as they’re operating on an eye.” David Chang, MD, said, “I like it. It’s showing us welcoming in a new member to the society.” Kevin Miller, MD, said, “I look at it as someone going out into the world after having been at ASCRS meetings.” When ophthalmology resident Jonathan Shader was asked by his 4-year-old what the logo on his shirt meant, he explained that it was a surgeon operating on a patient. His son replied, “That patient looks a little small. Maybe it’s a kid!”
By far my favorite reaction was from incoming ASCRS president, Nick Mamalis, MD: “Looks like an embryological eye with the lens placode pinching off with enfolding of the neuroectoderm.” In fact, about five other surgeons shared a similar interpretation with me.
That’s the beauty of this logo—it means many different things to many different people.
The same can be said for ASCRS as an organization: It is not one thing to all people. Some surgeons look to ASCRS as a pure purveyor of anterior segment surgical education. Some expect ASCRS to be a conduit connecting new technology and surgeons. Others look to our organization to lead efforts in legislative and regulatory issues, and fight for ophthalmologists’ voices to be heard in Washington, D.C. But all look to ASCRS. Our logo may mean different things to different people, but hopefully the most important meaning will be, “It means ASCRS to me.”
That reaction will come with time. We will spend a great deal of energy and resources impressing our new brand across ophthalmology. You will see us in publications beyond our own EyeWorld and JCRS, and we will have a presence at meetings hosted by other organizations. This is important to ensure we are not just marketing to ourselves, but also to surgeons who are not currently ASCRS members.
Most importantly, with this new logo we want to communicate that ultimately ASCRS is for all anterior segment surgeons, no matter their standing in the spectrum of skill, volume, technology adoption, and practice development. Let us know your thoughts on the new logo through Twitter (@ASCRStweets) or Facebook (@MyASCRS).

Perspectives on the new ASCRS logo Perspectives on the new ASCRS logo
Ophthalmology News - EyeWorld Magazine
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2019-06-04T07:20:06Z
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