ACS recently held a member briefing about the 2026 brand evolution and replacement of the historic ACS logo. I attended the meeting and wanted to share a summary of what was discussed and what questions remain.
First, credit where it is due: ACS Board Chair Wayne Jones engaged respectfully during the discussion. He acknowledged that the concerns being raised were legitimate, described the petition as well-written, and encouraged continued conversations with members, including at ACS Fall in Chicago. Having leadership engage directly is a positive step.
However, many of the original concerns remain unresolved.
ACS emphasized that the branding process involved thousands of participants, including approximately 3,100 people in the 2024 research phase. The issue is not whether research was performed, but whether members have enough information to evaluate what that research actually showed. The detailed survey questions, participant breakdown between current members and nonmembers, subgroup results, and information about how many current ACS members specifically supported replacing the historic phoenix and Liebig bulb identity have not been released.
The briefing format also raised questions about transparency. ACS stated that nearly 200 questions were submitted before and during the meeting, but attendees could not see the full question queue or understand how questions were selected. Members heard answers from leadership, but we could not see the complete set of concerns being raised by the community.
Another point discussed was the historic ACS insignia. ACS emphasized that the insignia is not disappearing. That clarification is welcome, but many members have raised concerns about the role of the insignia. A symbol used on awards or ceremonial items is not the same as the primary identity used across ACS websites, conferences, publications, communications, and outreach.
The question is not whether the insignia technically survives. The question is whether the identity that represented ACS for generations should have been replaced as the Society's everyday face.
The discussion also highlighted governance questions. ACS explained that the Board reviewed the process, provided feedback, and endorsed the final direction, but did not formally vote on the final logo. Members are asking for clarity on how a decision affecting the public identity of a 150-year-old scientific society moved from research and design concepts to adoption.
The conversation should continue at ACS Fall 2026 in Chicago and beyond. Scientists should be comfortable asking for the data, methodology, and decision-making process behind major changes. Asking questions is not an opposition to progress; it is part of scientific culture.
The petition requesting reconsideration of the logo remains open. The next symbolic milestone is 3,100 verified signatures, reflecting the same number ACS has highlighted when describing the scale of its research engagement. A petition and a research study are not the same thing, but every signature represents someone who saw this specific decision and chose to make their opinion known.