Rebrand: Verlo Mattress

Posted on Nov 16, 2014 in Topic



Verlo Mattress Factory was founded in 1958, when Guy Day and Dale Williams created the Wheeling Furniture Company in Wheeling, Illinois. In 1968, they learned to build mattresses  and soon began offering high-quality customized mattresses at the lowest market prices. They changed their business name to Verlo Mattress Company, as s a tribute to the men’s wives, Verna and Lois.

So Verlo has certainly been around for a long time, and so has their logo. I always had a fondness for the scripty font of their logo, it looked like it could have been the owner’s very own magic marker signature, reflecting the company’s reputation for hand-crafted mattresses. But the brand’s visual style hadn’t really changed much over the years, even though they remained committed to superior craftsmanship, high-quality products and personalized service. So it seems the timing was right for an update.

Verlo recently launched a complete rebrand, not only of their logo but of their stores’ interiors as well. I recently attended their Grand Opening of their flagship store and was extremely impressed with what I saw. It was obvious to me that they put in a lot of thought into how to improve an already successful brand. Their new logo was on display everywhere, so I thought I would comment on it.

The all-lowercase letters are rounded and friendly, and all those curves play off the big puffy cloud it is gently resting on. I love how they didn’t stop there, but playfully altered the counter of the “o” to create a crescent moon, further accenting the theme of a good night’s rest. The use of a cloud for a mattress company logo might sound like a no-brainer, but I think Verlo’s decision to capitalize on this obvious symbolism was spot-on, and they did it in a way that’s not cartoon-y or amateurish. I also like that the slight drop shadow of the cloud is just enough to give it some “lift” and helps separate the logotype. The designers also made a significant change in color scheme — whereas the previous logo was a baby blue (interestingly, Sealy, Simmons and Serta all use blue in their logos as well), they opted for a more sophisticated teal color which not only helps differentiate them from their competitors, but it also has a subliminal “twilight” quality that reminds me of the comforting glow of a nightlight.

Verlo’s rebrand carries over to an extensive series of circular icons that helps the customer navigate the many deciding factors of a new mattress purchase, such as size, support, firmness, temperature control, sleep partner differences, etc. They clearly made a strong effort in continuing to put the customer first. Check out their revamped website here.