Mattressville Has New Branding!
As a proudly Canadian company, which has been selling top-quality bedding products for 10+ years, Mattressville has decided it's time for fresh look.
Design experts Strong Design estimate that the average logo's lifespan is around ten years. Therefore, this is the perfect time to reinvent ourselves. After many years of providing premium products to fellow Canadians, our old branding had to change to reflect who we are now.
This change required us to overhaul our entire brand including designing a new logo, and creating a new slogan. While our internal team will always be nostalgic about the old logo and slogan, we all agreed it was time to replace the outdated artwork and start with something fresh.
Now let's take a closer look at the elements we changed in our logo.
New Logo Design
The old logo design was created for a company in its fledgling stages. The logo was created to inform our potential consumers about our name and had a simple transition effect with the italicized font.
There was no time to experiment with letting (spacing between words) and weighting of the font; it just needed to perform the duty of educating our clientele about the name.
It fulfilled this job 100% but now, as an established retailer that provides premium sleeping accessories and beds, our new logo needed to be elevated to meet client expectations.
Exceeding Expectations
The new logo uses colors that reflect premium comfort. It is soft, soothing, and calming, a color that oozes premium comfort. The lettering has a thinner weighting, so it doesn't hammer home the point.
The word mattress has been stretched out to allow for more comfort, while "ville" is weighted differently. Ville has been bolded with a closer letting. It hints that Mattressville is your one-stop for premium mattresses and sleep accessories.
With the subtle change of weighting of the fonts and letting between the characters, we created a logo that shows our commitment to comfort and our large selection. By using this bold design language the logo is able to make a statement. This bold statement can be interpreted by new consumers who can now tell this is a premium mattress retailer with all the options.
And finally, with the "i" dotted with the maple leaf, we quickly inform consumers that we are proudly a Canadian company. The overarching result is a clean, timeless, and uncomplicated logo, that tells a brand story.
For Canadians Everywhere
Mattressville prides itself on being able to serve and deliver to you in whatever suburb you're based, including the following:
- Brampton
- Burlington
- Georgetown
- Hamilton
- Markham
- Mississauga
- Richmond Hill
- Scarborough
- Toronto
- Vaughan
- Oakville
- Pickering
While our new logo oozes premium service, it's not overly opulent. This indicates that we're all about selling premium products but at affordable prices.
Evolving Strategies
Mattressville cuts out the need for expensive showrooms by using a business strategy that avoids prime retail locations. We also cut costs by hiring the best in the administrative field, only onboarding the most competent employees.
Our staff doesn't work off commission, which means our employees won't hassle you to meet their quotas. This helps keep costs down in the long run and ensures that our staff receives an excellent monthly wage. And finally, we bulk buy, which will always help with savings.
A Whole New World
Another factor that was important when redesigning the logo was modernizing it for the online era. Our company promotes itself via all the social media networks, including Instagram, Twitter, and Facebook.
The older logo didn't function well within the limitations of cover images and general posts. Our reinvented logo has been created with this in mind, assisting us in reaching a broader market. Our new updated logo included a thumbnail or icon variant to accommodate the many changes that have happened globally, not just in Canada.
And after all, Meta Platforms, Inc has 3.6 billion active users. If your logo isn't designed to work on these channels, you've shot yourself in the foot. With this new logo comes a tightened consumer promise.
New Slogan
When we founded our company, we needed to educate consumers about our name but we did not have an official slogan. Since Mattressville guarantees that you will get quality products and top of the line service, it was important to welcome our customers and set the standard of they they can expect with, "Welcome to Mattressville- Have a good night, every night."
After more than ten years in the business, there's no need to welcome clients, as they already know us. Removing the introductory statement makes the slogan easier to remember and gets to the point quicker. The promise of "Have a good night, every night" is still exactly what we deliver to our clients daily. So on our website homepage you will see the full slogan, but everywhere else we are keeping it as, "Have a good night, every night."
It's a firm commitment, one we know we deliver on every time, every night. We are still the same company, but we've made a few tweaks, which have made us more concise and to the point. When developing the new slogan, we made sure to stick to the following key elements:
Working With the Logo
Your slogan needs to work hand-in-hand with your logo. There's no point in creating an excellent logo only for the slogan to contrast and clash with it. We made sure that our logo and slogan seamlessly blended together.
Keep It Simple
Slogans need to be simple, from their language to the words themselves. You can reach out and educate more people about your offering by using small words. We strongly believe in keeping our language simple.
Brainstorming
We experimented with other slogans. We made sure that our creative team did some brainstorming, but it soon became clear that keeping it simple was the way to go. After all, your slogan needs to be stress-tested to ensure everyone understands and likes it, but also that there isn't a more succinct option.
Easy to Say
"Have a good night, every night" is by no means a tongue twister. It's straightforward to say and remember. We believe this makes it a slogan that has real sticking power.
Now that we've covered why we decided it was time for a new logo and the methods we used to create a new slogan, let's talk about the rejuvenation of the branding.
While creating a new slogan and logo is half the job, the rebranding elements draw clients to the brand. So it was important to take note of outdoor, point of sale, pamphlets, and others.
Rolling Out Branding Assets
With our new logo and slogan comes the time to roll out the look and feel across the entire brand. This new brand ID has already been seeded through our online platforms. Also, the new brand ID was used in the rebranding of the website, which has undergone a complete redesign. Now the website is easier to navigate, which in turn means you as the consumer can access the information you need, easier and faster.
As we mentioned, one of our changed logo's main objectives was that it should be easy to implement into new channels. While we've focused on newer branding assets, we haven't forgotten about traditional advertising assets. We have installed new signage at our flagship store recently. Our store is located in Mississauga, only a few kilometers from Toronto.
If you visit us in-store, you will experience firsthand what a change the new branding is and how it is so much better.
For those who want to avoid experiencing FOMO (fear of missing out), you can subscribe to our newsletter at the bottom of our homepage, which will inform you of:
- Developments at stores
- New arrivals of stock
- Sales and discounts
- Contests & giveaways
- and more...
We also have daily Flash Deals so make sure you tune in to find out what's hot. If you're a keen bargain hunter, this could be for you. Another asset we've created for our users is a mattress matchmaker. Our mattress matchmaker makes shopping online easy as 1-2-3 (4). In just a few clicks the system will help you find the perfect mattress for you.
Our new, timeless, and clean branding is perfect for us, and we're proud of what it indicates for our future. So, what else is installed for us moving into the future?
New Logo, New Slogan, New Future
At Mattressville, we're excited about what's in store. So far, 2022 has been a year to remember. This year we got our new branding and clinched the ThreeBest Rated Business Excellence Award 2022.
We will never forget how we got here, providing good customer service for Canadians. Providing excellent customer service on and offline has always been important to us. Currently, we are the highest-rated mattress store in the greater Toronto area, with an average of 4.9 stars on Google.
To maintain this level of excellence, we need to keep listening to our customers, who have informed us that they love our service. Also, they have indicated that they have appreciated our investments in technology, offering multiple payment methods and infrastructure, and bettering our operations. They also tell us what sleeping accessories they want and need to get a good night's sleep.
New Branding For Having a Good Night - Every Night
All this new branding proves our dedication to delivering on our promise of "Have a good night, every night." If you're on the market for a new bed, feel free to browse through our extensive selection of mattresses and more either online or visit us in store!
Start shopping today and get ready for the best night's sleep.
