MINNEAPOLIS—Walman, the nation’s largest independent eyecare company, is introducing a new brand identity that reflects the shared values, goals and strengths of the company and its six divisions along with its unique position in the optical industry and commitment to improving vision.

The Walman name will remain intact as the master brand that unifies its divisions: Walman Optical, Walman Instruments, X-Cel Specialty Contacts, ImageWear, ADO Practice Solutions and Ultra Optics as indicated by the common logomark. By designating a distinct color for each division, individual brands stand on their own in the marketplace with a clearer purpose in an effort to develop deeper, more valuable relationships with their customers and partners.

“In the past, Walman has been known as a family of many brands with different logos and looks. Our rebranding initiative unified our six divisions under a single master brand, Walman,” said Marty Bassett, CEO and president of Walman.

“So from a practical standpoint, the rebrand makes it easier for our customers to do business with us and gives us the ability to go market with a shared commitment and shared vision. Ultimately though, this rebrand celebrates our 100th anniversary and truly captures the excitement we have for our industry and the focus we have on the future. Here’s to the next 100!” n

akarp@jobson.com