NEW YORK—Adlens has unveiled a new modern logo, brand identify and tagline, designed to mark the company’s position as a leading innovator in the eyewear industry.

Complementing the company’s growth over the past three years, the updated logo reflects the positioning of Adlens as a technology-forward company, challenging the traditional lens industry, the company said, while the new tagline, “How tomorrow looks,” celebrates the company’s vision for a world where everyone has the ability to see clearly.

Originally established as a philanthropic initiative in 2005, Adlens has grown into a commercial enterprise that has already made considerable achievements including bringing the new lens technology, Variable Power Optics (VPO) to the market and manufacturing adjustable lenses on a scale that puts the technology within reach of billions of people, the company said.

Michael C Ferrara, CEO and executive chairman at Adlens, said: “Adlens has evolved extensively over the past few years with our team making significant technological advancements, and we’ve recognized the need for change.”

The change was led by James Methven, recently appointed vice president of marketing at Adlens. Methven said, “This project began by emboldening our purpose as a company. Adlens transforms the way the world sees. Our new identity reinforces our technology driven and ambitious approach that separates us from other eyewear companies.”

He added, “We retain our core values of revolutionary technology and design excellence, along with our philanthropic nature inspired by our founder James Chen, but our new look better reflects our position as the first to challenge convention in an industry focused on technology developed in the previous millennium.”

Adlens officially revealed their new brand to customers and contacts at a drinks reception hosted by MoMA on April 14 where the company also premiered its short film “The Focuss Experience,” featuring exclusive testimonials from the very first wearers of AdlensFocuss.