While we have a new look, the heart of who we are is the same. Our new brand better positions us as an eye health company with three core capabilities—Eye Care Services, Eyewear Solutions, and Practice Solutions—making it easier to understand how VSP® can help you bring your best vision to life and clearly conveys our focus on eye health. It connects what we do with whom we serve and amplifies our purpose by focusing on what we value—care. The new logo represents Vision with Heart. The “V” in VSP is a subtle representation of a heart because care and compassion lead every action we take at VSP. We designed the V from the shape of the existing logos many of you are so familiar with as a way of honoring our history. To learn more about our rebrand, please see the press release.