BRANDING STRATEGY I POSITIONING STATEMENT I LOGO DESIGN I PRINT DESIGN
Quality. Simplicity. Convenience. This is what Kamila, owner of The Good Sheet, asked me to convey in her recent branding project. Frustrated with the amount of choice in the linen market, coupled with a lack of clarity and accurate information around what actually constitutes a ‘good sheet’, Kamila wanted to create a bedding option for time poor professionals; a product people could trust to offer premium quality but with a limited range of neutral colours and patterns that would match any bedroom interior. Who wants to waste time figuring out which sheets are actually good sheets?! she thought. So she set off to Israel on a quest to find the best Egyptian cotton, and The Good Sheet was born.
Simple. Neutral. Luxurious. Cosy. Minimalist.
Sleep good. Feel Good. Live Good.
With the aim of creating a logo that is both elegant and timeless as well as playful, modern, simple and gender neutral, a combination of fonts were selected for The Good Sheet. The first, Didot, is a font similar to that used on the Vogue Magazine masthead – stylish, timeless and elegant. The descender of the ‘g’ in the Didot font reminded me of a body curling up in a comfortable bed and the tails on the ‘e’ and ‘t’ create a smooth and flowing bowl… some where you might like to snuggle up with a coffee, your best friend (be it a person or a furry friend!) and a good book for a few hours on a Sunday morning, complete with your fine, breathable linen that you just don’t want to get out of. Minion Pro is a similar font to Didot but the ascenders and descenders on the ‘t’ and ‘h’ are more modern than that of the Didot font. To enhance the playful and modern qualities of the logo, all letters are in lowercase and the boldness selected gives it more of a masculine look to balance out the elegance of the type. To give the logo a truly unique touch, the counter in the ‘o’ and ‘g’ of the font have been re-sized to reflect a scaled size of a single ‘The Good Sheet’ sheet and the tail/bracket area of the initial ‘t’ and ‘h’ have been merged together to reflect the idea of a weave of fabric.