Latest News Vision Ease Re-Brands With New Strategy, Identity and Logo By Staff Wednesday, September 23, 2015 12:21 AM Vision Ease announced its new brand strategy, identity and logo at a reception featuring soccer star Mia Hamm (c) and honoring a group of eyecare professionals. RAMSEY, Minn.—Vision Ease revealed its new brand strategy, including a new logo mark and brand identity, during a reception at Vision Expo West held last week in Las Vegas. The new branding was created to be “the outward expression of who we are and how we want to be perceived by our customers,” according to John Weber, CEO of Vision Ease. He told the optometrists, opticians, lab personnel and other eyecare professionals attending the reception that the new strategy will base product innovations and service solutions on “the needs of modern optical consumers” because “the consumer is more knowledgeable today than ever before in the history of consumerism.”Vision Ease, headquartered here, was launched 85 years ago as Vision-Ease Lens to provide high-quality lenses for the ophthalmic market, according to a company statement released at the re-branding announcement last week. In 2014, the company embarked on a process to rediscover the core meaning of its brand in an effort to bring more value to its customers, the statement said. The result is the new Vision Ease name and company vision.“Our new brand promise reflects our dedication to our customers, the consumers they serve and the world we live in,” said John Weber, CEO of Vision Ease. “I’m confident that working together with our customers, we can discover new ways for them to improve business results. Powerful brands are just part of our formula for success. We will also continue to develop our product lines with the premium products and advanced technology that has earned us a reputation as a trusted partner.”Bill Krueger, executive vice president of sales and marketing, added, “We are working closely with our customers to create products that consumers want to buy and plan to release these in the coming months. Our scientists are committed to leading technology that will be uniquely meaningful to consumers and support our quest to improve our customer’s business results.”