As we celebrate the 30 th anniversary of ISUOG and its Journal Ultrasound in Obstetrics & Gynecology (UOG), I cannot help but feel proud of the impressive evolution of the Journal over these years. It has been a pleasure reading through the personal anecdotes and reflections included in this special anniversary issue and recollecting how the Journal has impacted my career as a perinatologist and fetal interventionist. I still recall my excitement when I published in UOG the first original research I was involved with as a Fellow with Kypros Nicolaides 1 .This 30 th anniversary issue of UOG contains a personal account of how ISUOG and the White Journal were born, by the person who started it all, Stuart Campbell, as well as a reflection on the evolution of the Society and the field of obstetrics and gynecology by ISUOG's (now) past president, Katia Bilardo. It also includes a number of Opinion papers from leaders in the field and longstanding contributors to the Journal, who were invited to share, in a brief commentary, their experience with the development of their respective area of expertise over the last three decades. Most of the contributors, including Beryl Benacerraf, Ilan Timor-Tritsch, Kurt Hecher, Roberto Romero and Simcha Yagel, published in the very first issues of UOG in 1991. Other invited contributors have been influential in the key subspecialties of fetal cardiology (Rabih Chaoui) and fetal growth (Ahmet Baschat) or are pioneers in new subject areas that have evolved over the Journal's lifespan, such as the field of urogynecology (Hans Peter Dietz) and intrapartum ultrasound (Tullio Ghi).This issue also includes high-impact research papers which highlight the breadth of topics the Journal now covers and in which ultrasound plays an instrumental or supporting role. These include perinatal genetics 2 , fetal surgery 3-5 and artificial intelligence 6 , the latter being a new area that shows the potential to transform ultrasound imaging [7][8][9] . Some of the contributors to the research papers in this issue also published in the first issue of the Journal in 1991 10 : Tom Bourne 11 , current President of ISUOG, and Davor Jurkovic 12 , and their research groups have contributed significantly to the gynecological content of UOG over the past 30 years [13][14][15][16] . Last but not least, this issue includes two papers 17,18 from one of the most prolific and influential pioneers of fetal medicine, Kypros Nicolaides, who has been a loyal supporter of UOG from the start and whose contributions continue to be among our most cited content over the years 19,20 .The image featured on the cover of this anniversary issue is the winner of the cover-image competition that we held in the autumn of 2020. Of over 150 entries from all over the world, Rafael Peter's transparency view of an 8-week embryo was the winner. The two runners-up were Heron Werner's fusion image of a 30-week fetus and its mother and Artur Ludwin's HDlive silhouette image of a complete septate uterus, which will feature on the covers of the ...