Bedfully was created by an insomniac turned self-proclaimed "Master of Shuteye" to create a space and community for all things sleep. Since launching an instagram account, Bedfully quickly gained a passionate following and needed a logo and identity system that can serve their immediate digital needs with legs to evolve into an online marketplace and product line.
The letterforms of the logo are inspired by the founder's love for the mid-century modern aesthetic. A submark was created by turning the letter 'B' into a bed icon. Graphics and curved copy lines complement the shape of the icon. For the key brand colors we incorporated a range of blues represent the bookends of sleep – a bright, clear morning sky after a good night of sleep and the deep, calming midnight blue of a nighttime sky.