Restonic updates logo to convey confidence, calm
Change signals a new day for the bedding maker
David Perry -- Furniture Today, February 13, 2009
 Restonic |
LAS VEGAS — The face of the new, revitalized Restonic is confident, calm and approachable.
The company showed that face with an updated logo at this week's market here that will help take Restonic to the next level in the bedding category, its leaders say.
The new logo, featuring an updated burgundy color, presents Restonic's name in lower case type, designed to reflect the approachable nature of the company. The ‘o' features a rising moon, symbolizing the good night's sleep that is the brand's goal, and the stylized treatment of that letter sets off the word ‘rest,' again emphasizing what the brand delivers, officials say.
The logo is accompanied by the new tag line, "Supporting Dreams," reflecting the company's desire to support the dreams of its customers, licensees and employees, officials said.
The new logo and tag line will replace a jumble of logos and brand messages that Restonic has used over the years. Previous logos used a number of colors including red, green and gold, and various words, including "Restonic Mattress." Tag lines have included "Put your day to rest" and "Crafting the best mattress since 1938."
The new logo and tag line will give the producer continuity in its brand communications, and it signals a new day for the company, officials contend.
Restonic President Ron Passaglia said it's a constant challenge to keep a brand's identity vibrant, but the time for change is right.
"There is some risk with this," he said, "but we feel there has never been a better time to showcase Restonic and our core values and communicate them to our customers. We feel this brand revitalization process has set a platform and helped us accomplish that."
Along with the new logo, Restonic has unveiled a new brand promise that positions the company as the "go to" brand for retailers looking for value, responsiveness and success.
Tom Comer, president of the Restonic licensee in Buffalo, N.Y., a key driver of the brand, said Restonic is undergoing "a quiet evolution" and is now ready to more forcefully tell its story.
He said the new logo and identity positions Restonic as confident, calm, reliable, approachable, caring and expert.
Restonic officials, including Comer, Passaglia and members of the company's marketing committee, worked with Buffalo-based ad agency The Martin Group on a brand audit that yielded the company's new look. The audit included extensive interviews with Restonic stakeholders and dealers.
"We had retailers say over and over that Restonic works with its dealers and helps them succeed," said Lisa Strock of The Martin Group. She said the interviews also established the Restonic brand as possessing certain "personality" traits: integrity, quality, value, responsiveness and innovation.
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