Just like a fluffy pillow upon which to lay your weary head.
Alternative treatments for conditions affecting one’s sleep shouldn’t be scary or imposing, and this also applies to the logo for the entity promoting them.
SOFT is the theme, like a fluffy pillow for your weary head. The kerning in the type was tightly condensed, and the mark is an amalgamation of the three-Z’s that represent hearty snoring and a heart signifying the love for a good night’s sleep.
Evolution: From nothing, to using the product's logo, to finally one to call their own...
Every company needs its own identity, especially when it specializes in the marketing and resale of other company's products. Unfortunately this was not the situation with Sleep Well Rested early on, as they adorned themselves with the logo and color scheme of one of their main principle initial offerings, leaving consumers confused as to who they were conducting business with. At the end of the day, you want to impress yourself upon your clientele so they are more focused on you as the giver of solutions to what ails them, rather than risk losing them as they go straight for the source.