The Radiological Society of North America interviewed members and major stakeholders and determined it was time to create a revised brand in order to help reflect leadership and innovation of RSNA. The new brand was designed to join past, present, and future and to unify the Society's products and services under one umbrella. The new look is also meant to convey the 95-year-old society's strength and history. The triangle accent mark and radiant line reflects the illumination by and hopes for medical imaging, and the upward movement of the line is done to show dynamic leadership in advancing the science and technology of radiology and shaping the future of the specialty.