Established by SPIE, the international society for optics and photonics, the Prism Awards is an annual international competition that honors the best new optics and photonics products on the market. Now in its 17th year, the industry-focused awards recognize innovations in areas such as lasers, biomedical, quantum tech, sensors, and cameras and imaging, with finalists and winners selected by a panel of international judges from nine countries who leveraged their knowledge from across the technology commercialization and funding sectors. For consideration of the awards, SPIE receives applications from 18 countries, with companies ranging from emerging innovators to industry stalwarts competing for recognition. The annual gala evening is held during SPIE Photonics West, where transformative light-based technologies that impact lives across the world are celebrated. We developed a new brand identity system that positions the awards with the gravitas befitting one of the scientific community's most prestigious honors.