ASCD Showcases Rebranding Initiative at March 2009 Annual Conference in Orlando, Fla.

New "Learn. Teach. Lead." Tagline Captures Association's Mission, Educational Priorities

Orlando, FL (03/14/09) — The Association for Supervision and Curriculum Development (ASCD) today unveiled the results of an extensive, year-long rebranding effort, which affects the name, tagline, and logo of the association. "ASCD—Learn. Teach. Lead." was launched at the association's Annual Conference and Exhibit Show in Orlando, Fla.

ASCD Executive Director Gene R. Carter explained how, over the past year, the organization reflected on the evolution of its mission over the past 65 years. This led to an intensive examination of the name of the association, particularly in terms of whether it still clearly identified ASCD's core mission and vision.

"We knew that the ASCD brand has strong recognition, but the words 'supervision' and 'curriculum' in the full spelling of our name no longer represent the whole of our work," Carter said. "We now provide expert and innovative solutions in professional development, capacity building, and educational leadership. This led to our decision to now be known simply as 'ASCD.'"

Carter added that the decision to link ASCD’s name to the words "learn, teach, and lead" was an obvious one. "For more than 65 years, ASCD has provided educators with the tools, resources, and leadership they need to respond to our constantly changing world. We help educators learn, teach, and lead beyond boundaries. It made sense to be more deliberate in our use of those definitions of our work on behalf of educators worldwide," he said.

Contact Information

Barbara Michelman, communications director, 1-703-575-5764 or bmichelman@ascd.org

Melissa McCabe, communications specialist, 1-703-575-5637 or mmccabe@ascd.org

Founded in 1943, ASCD is a nonprofit educational leadership association that develops programs, products, and services essential to the way educators learn, teach, and lead. We provide expert and innovative solutions in professional development, capacity building, and educational leadership. ASCD's membership comprises more than 175,000 principals, teachers, superintendents, professors of education, and other educators from 119 countries. Our association also has nearly 60 affiliates throughout the world.