BRAND GUIDELINES
Who we are What we do Acceptable use Brand voice Brand Logos Typography Icons Colors Trademarks Personality Taglines
Who we are What we do Acceptable use Brand voice Brand Logos Typography Icons Colors Trademarks
Sleeptronic is a family-owned and operated business focused on supporting their retail partners through beautiful, high-quality sleep products that carry tremendous value. WHO WE ARE About Sleeptronic
1942 THE BEGINNING “CASSABLANCA” PREMIERS IN HOLLYWOOD 1ST HUMAN HEART TRANSPLANT THE LAUNCH OF THE FIRST GPS SATELLITE ESPN LAUNCHES 1ST ALL SPORTS NEWS PROGRAM 1ST REGISTERED DOMAIN NAME SYMBOLICS.COM APPLE FOUNDER STEVE JOBS PASSES AWAY JAMES WEBB SATELLITE LAUNCHES FIRST LARGE LANGUAGE, MODEL LAUNCHES (AI) 1967 EARLY EXPANSION 1978 1979 1985 THIRD GENERATION INCREASED EXPANSION 2011 2021 TEXAS ROOTS FAMILY BUSINESS TODAY THE LEGACY CONTINUES HOME BASE Timeline WHO WE ARE
" Mission Statement of Sleeptronic: "At Sleeptronic, we are dedicated to helping our partners enhance lives through better sleep. Our mission is to provide high-quality, beautifully designed mattresses that offer unparalleled comfort and support. We believe that a good night's sleep is the foundation of a healthy, productive life, and we are committed to making this a reality for our customers. By combining advanced sleep technology with exceptional customer service, we strive to exceed expectations and be a trusted partner in everyone’s journey towards optimal well-being and vitality." Vision Statement of Sleeptronic: "Our vision is to be a global leader in sleep solutions, setting new standards in the mattress industry. We aim to revolutionize how people sleep through high-quality craftsmanship, design, eco-friendly practices, and integration of proven products in the sleep science space. Sleeptronic envisions a world where quality sleep is accessible to all, contributing to the health and happiness of our communities. We are driven by innovation, inspired by sustainability, and motivated by the transformative power of restful sleep." Purpose Statement of Sleeptronic: "The purpose of Sleeptronic lies in our unwavering commitment to helping our retail partners improve sleep quality for all. We exist to create mattresses that do more than just provide comfort; they enhance overall well-being, promote health, and support the individual sleep needs of our diverse customer base. Every product we design is made with the intention of helping people wake up refreshed and ready to face the day. We are more than a mattress company; we are a wellness partner that believes in the power of sleep to change lives for the better." Rizwan Sunderji President, Sleeptronic Mission, Vision, Purpose WHO WE ARE
Over three generations, Sleeptronic has maintained its tradition of innovative mattress manufacturing by consistently adhering to its three core principles Quality Craftsmanship Sleeptronic aims to create the highest quality craftsmanship in its deliverables so that its retail partners never have to apologize for their products. Partner loyalty Being a family-owned company, Sleeptronic prioritizes loyal partnership support above all else. Our primary concerns are the well-being of our employees and customers. Sleep is powerful We believe the world can use a better night’s sleep. By helping retailers deliver more education and products that improve quality sleep, we are helping the world become the best version of itself. Identity Pillars WHO WE ARE
Who we are What we do Acceptable use Brand voice Brand Logos Typography Icons Colors Trademarks
Sleeptronic prides itself on being a leader in quality bedding designs for a tremendous value. Our factory in Dallas represents the attention to detail, efficiency and craftsmanship that carry tremendous value. WHAT WE DO Capabilities
Recognizing the distinctiveness of each business, we tailor our merchandising and training plans to address the unique requirements and circumstances of our partners, empowering them to thrive and expand. Why Sleeptornic WHAT WE DO
Our belief is that sleep has the power to transform lives, and our mission is to revolutionize our relationship with sleep, enhancing lives through people-centric innovation. We extend our focus beyond merely manufacturing mattresses; we are dedicated to perfecting the art of sleep wellness. The Future WHAT WE DO
Who we are What we do Acceptable use Brand voice Brand Logos Typography Icons Colors Trademarks
Personality The Sleeptronic brand must be able to support a wide variety of product levels and stylings, thus it must be simple and identifiable. The brand strategy should focus on a cohesive visual language that extends across all products and packaging. This includes a consistent color scheme, logo placement, and typeface that enhance brand recognition and appeal to both minimalist and elaborate design preferences. 1. Elevated Tone: "Aspirational" - Description: Maintain an elevated and professional tone that resonates with quality and sophistication. - Reason: This ensures that all communications reflect the premium nature of the products, reinforcing the brand's position in the higher end of the market. 2. Accessible Language: "Approachable" - Description: Use clear, straightforward language that is easily understandable to ensure accessibility. - Reason: This approach makes the brand approachable to a broad audience, including those not familiar with technical jargon related to bedding technology. 3. Emphasis on Value: "Economical" - Description: Communicate the exceptional value of Sleeptronic products by highlighting durability and cost-effectiveness. - Reason: This underscores the brand's commitment to offering high-quality products at a competitive price point, appealing to cost-conscious consumers. 4. Highlighting Technology and Innovation: "Cutting-edge" - Description: Regularly incorporate terms and concepts related to the latest advancements in sleep technology and innovation. - Reason: This establishes Sleeptronic as a forward-thinking leader in sleep solutions, appealing to tech-savvy customers and those interested in the latest trends. 5. Quality-Centric Messaging: "Trustworthy" - Description: Ensure that all communications underscore the high-quality materials and construction of Sleeptronic products. - Reason: Reinforcing the quality aspect builds trust and reliability in the brand, encouraging repeat business and referrals from satisfied customers. 6. Consistent and Cohesive Voice Across All Platforms: "Unified" - Description: Maintain a consistent voice across all marketing channels, from social media to print advertising. - Reason: Consistency in voice helps in building a recognizable and reliable brand image, making Sleeptronic easily identifiable in a crowded market. Brand Voice BRAND VOICE
Brand Voice Taglines Each tagline has been meticulously crafted to resonate with our core brand values—Aspirational, Approachable, Economical, Cutting-edge, Trustworthy, and Unified. These taglines are not just catchy phrases; they are the distilled essence of what Sleeptronic stands for. They are designed to connect emotionally with our customers, conveying the unique benefits of our products while reinforcing our commitment to innovation, quality, and inclusivity. 1. Aspire to Rest Better: "Dream Big, Sleep Right" Purpose: This tagline promotes the aspirational quality of Sleeptronic products, encouraging consumers to see Sleeptronic as a catalyst for achieving the best possible sleep, aligning with dreams of a better lifestyle. 2. Approachable Innovations: "Comfort Within Reach" Purpose: It underscores the brand's commitment to accessible and easy-tounderstand innovations, making advanced sleep technology available to everyone, which reinforces the approachable nature of the brand. 3. Value That Lasts: "Invest in Rest" Purpose: Highlights the economical aspect of Sleeptronic’s offerings, suggesting that purchasing their products is a smart, long-term investment in quality sleep, appealing to budget-conscious consumers. 4. Cutting-edge Comfort: "Tomorrow’s Sleep, Today" Purpose: This tagline emphasizes the brand's focus on innovation and technology, appealing to tech enthusiasts and those looking for the latest advancements in sleep technology. 5. Built to Trust: "Quality Sleep, Every Night" Purpose: Reinforces the trustworthy nature of the brand by focusing on consistent quality and reliability, promising enduring comfort night after night. 6. Sleeptronic for Everyone: “All Dreamers Welcome” Purpose: Directly communicates that Sleeptronic's products are designed for every type of sleeper, emphasizing the brand’s universal appeal. BRAND VOICE
Who we are What we do Acceptable use Brand voice Brand Logos Typography Icons Colors Trademarks
The Sleeptronic logo combines modern simplicity with a touch of elegance, reflecting the brand’s commitment to providing high-quality, inclusive sleep solutions that cater to a diverse customer base. Logos BRAND M O N O G R A M M A TIC W O R D M A R K
Sleeptronic employs two distinct logos to cater to different contexts and reinforce the brand's versatility: the monogram and the wordmark. The monogrammatic logo, characterized by its luxury design, and the wordmark logo, designed for everyday use, serve specific purposes to align with the company’s broad range of mattress products and brand positioning. Monogram Logo Usage: When to Use: The monogram logo should be used in all high-end and luxury-focused communications. This includes marketing materials for premium product lines, corporate communications, formal events, and partnerships with luxury brands. Purpose: This logo variant is intended to evoke a sense of exclusivity and high quality, suitable for targeting upscale consumers and reinforcing the luxury aspect of the brand. Wordmark Logo Usage: When to Use: The wordmark logo is designed for general everyday use across a wide range of applications. Use this logo on standard product packaging, in-store displays, general advertising, online content, and customer service communications. Purpose: The wordmark is meant to be versatile and recognizable, perfect for everyday consumer engagement. It ensures brand consistency and approachability, making it ideal for a broad audience. Logo Use BRAND
CONCEPT OVERVIEW ICONOGRAPHY TYPOGRAPHY The logo is a simple, wordmark design which smartly integrates the iconographic “moon” from the historical brand with a bold, all caps typography The “Circle Moon” will serve as the primary iconography and can be used in a wide array of applications like bullet points, watermarks, or stand alone with the wordmark below it. IvyPresto & Gotham. IvyPresto is a serif font that is stunning, modern and luxurious. It should be used as titles on documents and online. Gotham is a readable san serif font that provides an array of weights for subtitles and paragraphs. These fonts can be downloaded from Adobe #000000 #7A7D82 #FFFFFF Logo Grid COLORS WHITE: HEX #FFFFFF RGB 100, 100, 100 CMYK: 0, 0, 0, 0 BLACK: HEX #0000 RGB 0, 0, 0 CMYK: 60, 60, 60, 100 GREY: HEX #505557 RGB 122, 125, 130 CMYK: 122, 125, 130 BRAND
CONCEPT OVERVIEW ICONOGRAPHY TYPOGRAPHY The logo is a clean, monogram design intended to create an elevated look with a wide array of practical applications. The S represents “Sleep” and the T represents “Tronic”. Although inextricably linked, these two concepts represent the organizational commitment to providing sleep for all while pursuing new development innovations. IvyPresto & Gotham. IvyPresto is a serif font that is stunning, modern and luxurious. It should be used as titles on documents and online. Gotham is a readable san serif font that provides an array of weights for subtitles and paragraphs. These fonts can be downloaded from Adobe #000000 #7A7D82 #FFFFFF COLORS WHITE: HEX #FFFFFF RGB 100, 100, 100 CMYK: 0, 0, 0, 0 BLACK: HEX #0000 RGB 0, 0, 0 CMYK: 60, 60, 60, 100 GREY: HEX #505557 RGB 122, 125, 130 CMYK: 122, 125, 130 Logo Grid BRAND
Sleeptronic's iconography features a simple, flat, and recognizable style that aligns with the brand's modern aesthetic. Each icon is designed for clarity and ease of use, ensuring compatibility across both digital and print media. This consistent style supports Sleeptronic’s identity as an innovative leader in the sleep industry, and the scalable design allows for the creation of additional icons to expand the visual language as new products are introduced. GENERIC ICON EXAMPLES SLEEPTRONIC SPECIFIC ICONS Iconography BRAND ST
#000000 #FFFFFF #505557 #DDA854 WHITE: HEX #FFFFFF RGB 100, 100, 100 CMYK: 0, 0, 0, 0 BLACK: HEX #0000 RGB 0, 0, 0 CMYK: 60, 60, 60, 100 GREY: HEX #505557 RGB 122, 125, 130 CMYK: 122, 125, 130 GOLD: HEX #DDA854 RGB 221, 168, 84 CMYK: 0, 24, 62,13 BLACK 50% WHITE 30% GREY 15% GOLD 5% COLORS BRAND Sleeptronic Colors Color weighing is vital for Sleeptronic, influencing the brand's visual and psychological impact. The primary palette should dominate branding materials for consistency, while secondary colors highlight key information. This strategic use of color enhances brand recognition and conveys trust and sophistication, establishing Sleeptronic as a leader in the sleep solutions industry.
Trademarks BRAND
Who we are What we do Acceptable use Brand voice Brand Logos Typography Icons Colors Trademarks
The Sleeptronic logo is a vital element of our brand identity and should be used with care to maintain its integrity and effectiveness. It is crucial that the logo is displayed consistently and correctly across all platforms and in all communications to ensure that the brand's professionalism and reputation are upheld. Below are examples of uses to avoid to protect the logo's integrity and the brand's image: Do not alter or distort the logo's proportions or colors, which could compromise the brand's visual identity and recognition. Refrain from using the logo in a manner that suggests sponsorship or affiliation with any political, religious, or controversial issues, to maintain neutrality and focus on the brand's core mission. supports bill A-123 Do not overlay the logo onto busy or clashing backgrounds, which can make it hard to see, reducing its impact and the clarity of brand communication Do not use the logo at sizes that compromise its legibility or integrity, ensuring that even at smaller sizes, the logo remains clear and effective. Avoid using the logo in a way that implies endorsement of products, services, or content not officially approved by Sleeptronic, as this could mislead consumers and damage the brand's credibility. Avoid using outdated versions of the logo or incorporating it into an unofficial logo or mark, to keep the brand presentation current and consistent. + Logos Proportions & Colors Affiliations Visibility Readability Implication of Endorsement Depreciated Logos ACCEPTABLE USE
All Dreamers Welcome