Every year, there is at least one trend that does its best to build a bridge away from technology and back to the human touch. And whether this is achieved with a red sable hair brush or a digital filter, the tactile essence of watercolor is marking its territory in this year’s trend set. More than just a textured background, this painting technique usually defines the logo's shape, form, and highlights as well. Conveying moisture or a water origin is a common, but not a mandate, in these solutions.

CooperVision, the world’s third largest contact lens manufacturer, recently launched its new identity, created by Siegel+Gale. Design team members wanted to convey the duality of technology alongside the tactile and intimate experience of wearing the lens. Siegel+Gale’s Howard Belk notes, “We love the humanity it conveys, the purity of color it makes possible, and how it comes alive in digital, illuminated environments.”