Digital and technical advancements now allow almost anyone with a camera or the most basic apps and software to create dramatic imagery through field of focus contortions. Layers of crispness in an image can become paper-thin with everything else wracked by distortion or blur. Even items in the same focal plain can be selectively focused (or not) at will. No surprise to see this effect translate to the field of identity design. The subtle misty qualities of these logos can create an entrancing effect as the soft edges of the mark seem to vanish into the surface. This technique gives a soft dream-like quality that engages the viewer by demanding a second look if for no other reason than to confirm they are not going blind. This sharp-versus-fuzzy look is a perfect example of the design industry emulating effects from other visual sectors of the consumer’s life.