ECO groups eye off new look

By Ashleigh McMillan
Journalist

Optometry Australia has developed new branding for Early Career Optometrists groups, with a new logo reflecting a fresh and engaged attitude to the profession.

The branding will be adopted by optometry groups for young practitioners in South Australia, Tasmania, Victoria and Western Australia.

National marketing and brand manager Kerry I’Anson says the new logo has been developed in conjunction with the four Early Career Optometrists groups.

‘They were initially provided with a range of logos and through their feedback, we narrowed it down to one. This was further tweaked to take into consideration the feedback of all the groups,’ she said.

‘The new logo draws on the representation of the optimistic and assertive “okay” hand gesture, while reflecting the shape of an eye. Its look and feel is innovative, fresh and engaging with the eyelashes and swirls providing a forward movement.

‘Individual state logos have been developed in each state’s colour scheme, and as requested by the Early Career Optometrists groups, there is also a national logo which can be used when Early Career Optometrists come together at a national level for conferences, networking and education,’ she said.

Early Career Optometrists Queensland/Northern Territory has a separate brand and logo, while Young Optometrists Inc, which services early career practitioners in New South Wales and the Australian Capital Territory, also has its own brand.

Optometry Australia’s national board endorsed the establishment of formalised, state-based Early Career Optometrists groups in March 2017.