As ASCD approached its 65th anniversary in 2008, the leaders of the association reflected on how our mission has evolved over time. This led to an intensive examination of our name, particularly in terms of whether it still clearly identified who we are as an organization. The association was initially envisioned to represent curriculum and supervision issues but now provides expert and innovative solutions in professional development, capacity building, and educational leadership.
After a yearlong process involving multiple surveys and focus groups of our members and other educators, the general consensus was that the focus on "supervision" and "curriculum development" no longer accurately describes what we do. It also leads to misunderstandings about our mission and purpose, particularly with educators, policymakers, the media, and others who are less aware of ASCD's history in the field of education.
The result of this research was an extensive rebranding effort. Showcased for the first time at last month's Annual Conference, the new logo reflects both the name and the tagline of the association. We feel that the tagline—"Learn. Teach. Lead."—accurately describes what our members do and what we as an association want to achieve. It also conveys our mission to those who are not already familiar with it and supports ASCD's reputation as an educational leadership association advancing best practices and policies for the success of each learner.