VISION EASE RE-BRANDS WITH NEW STRATEGY, IDENTITY AND LOGO
Vision Ease revealed its new brand strategy, including a new logo mark and brand identity, during a reception at Vision Expo West 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 in Plymouth, Minn., was launched 85 years ago as Vision-Ease Lens to provide high-quality lenses for the ophthalmic market.



ENCHROMA AND FRAMERI PARTNER TO GIVE THE COLOR BLIND INTERCHANGEABLE LENSES AND NEW STYLE CHOICES
EnChroma, who makes lenses that enable the red-green color blind people to see those colors, is partnering with Frameri to provide new style and functionality in eyeglass frames. Through the partnership, EnChroma lenses are now available in Frameri frames that allow wearers to easily swap lenses. For example, a color blind person could insert the EnChroma Cx-65 indoor lens into a Frameri frame to do color-sensitive design tasks at their workstation and then swap back in an EnChroma Cx-14 outdoor lens when they go outside.

“EnChroma’s groundbreaking technology opens up new worlds to the color blind,” says Konrad Billetz, founder and CEO of Frameri. “We’re thrilled to combine the impact of two companies known for innovation in their industries and support EnChroma’s amazing work by bringing fashionable style to their innovative lens technology.”

Tony Dykes, CEO of EnChroma adds, “Our partnership with Frameri was inspired by a customer suggestion that we work together to give our customers the ability to switch lens types on the fly. We believe EnChroma customers will appreciate Frameri’s beautifully designed, handcrafted Italian frames.”



SUPER SYSTEMS OPTICAL TECHNOLOGIES IS NOW SUPER OPTICAL INTERNATIONAL
Super Optical International, known previously as Super Systems Optical Technologies, has updated its name and logo. A leader in technology and supplies for in-office optical labs since 1923, Super Optical International has spent the last year making upgrades to their product lines and website to meet the ever growing demands of the optical market. The new name will still reflect the same quality products and service their customers have come to expect. Super Optical is also expanding a few of their lines in the future.

“Over the last 90 years, we have prided ourselves on always staying ahead of the industry to enable our customers to remain competitive and profitable,” says John Corsini, president of Super Optical International. “We wanted a more succinct name and cleaner look to align with our new streamline product offering and international presence.”

—Andrew Karp