New logo for CooperVision

Rochester, NY-Soft contact lens manufacturer CooperVision has unveiled a new brand positioning and visual identity with the goal of better communicating the organization’s values.

A new watermark logo was designed to represent “a blend of scientific precision with the vibrancy found in everyday experiences” through the use of color, according to the company, which also endeavored to make the logo reminiscent of water while communicating fluidity and the concept of comfort.

The new branding will debut in a new eye-care practitioner trade campaign for one of the company’s product lines (Biofinity) and will be rolled out across all of the company’s online properties and product packaging over the next few months.

The new corporate brand identity was developed by global strategic branding firm Siegel + Gale.