Ideating the Logo

The logo is always a good place to start for branding packages. It's the face of the company and a representation of the feeling the company wants to evoke, giving way to create the rest of the package to compliment said logo. This way, the design remains consistent throughout the process, and each piece compliments each other, thus making it more memorable in the viewer's mind.

I started out with some word lists - these are always useful to get ideas from the brain to the page, and though some may not have much to do with each other, they help in narrowing down what the client wants and relate ideas to each other to create a logo that will be exactly what they're expecting. I started off with some words that the client mentioned to me in the briefing, and worked from there.

After that, with these new ideas in mind, it was on to sketching. These are some drawings depicting some logo ideas along with some complimenting icons. What I was looking for were fonts that would encapsulate some of the words above into visuals, along with strong visual elements I could use to carry throughout the brand.

Illustrating the Logo

After the time with pencil and paper, it was time to move on to the screen. I used Illustrator to trace some of the sketches I'd had done, and began also sketching a bit more within the program. I came up with a few concepts for logos on the way and discarded some that weren't needed, iterating more on the ones that had potential.

Here, the logo was finally starting to take shape. With deliberation, I had come up with three different options, all with different aesthetics and potentials. This would be the start line for the rest of the brand, the foundation on which it would be built upon, so it has to be chosen carefully. This is a decision I would present to the client, guiding through the pros and cons of each.

Option 1
‍The first option is the simplest one. Playing with the symbols of an open then closed eye with the O and U, this one could be very effective for a simple, modern, and eye-catching (pun not intended) look. It does however give off a more serious tone with its' simplicity.

Option 2
‍The second one is the most similar to their competitors. This could help in the legitimacy of the company, and for the branding, the symbols could be dispersed throughout. Black and yellow is a strong color combination, however the logo itself is a bit less remarkable than the other choices.

Option 3
‍The third option aims to be the most fun of them all, which was one of the aims of the company. It's less simple than its counterparts, so it could complicate things when it comes to branding, but the color scheme could be carried throughout.

Finalizing the Logo

Seeing as how the company wanted something fun, would stand out from competitors, and be recognizable, the client's final choice was the one they saw the most potential in, and one they could see everywhere for their brand. This is why they chose:

With the color scheme, the interesting typeface which references the feeling of laying down on a soft, comfortable mattress, and the eye icon which stands out on its' own and being attention grabbing, the choice presented itself. This logo was fun, easily recognizable, and not so overly complex to where they could easily embroider it in their mattresses, like so:

Building the Brand

With the logo finalized and ready to go, the rest of the brand needs to follow. First, we start off with a few basics, such as color schemes, fonts, and icons. This will provide a good guidance on what's acceptable to use for the brand, and put guidance forward for any future designs produced.

Typeface

Color Scheme

Icons

Evolving the Brand

As the process of ideating and creating the aesthetic of the brand started to take shape, it made sense to accompany this fun logo with fun, dream-like shapes. This mattress is made to help its' customers sleep better, therefore it follows that they should dream better. With this in mind, the rest of the brand followed:

Business Card

Letterhead

Social Media