Sleep Origin, a Dallas-based newborn sleep consulting business, has rebranded with a new logo and visual identity highlighting simplicity and modernity. The redesign reflects the company’s focus on providing effective sleep solutions for newborns and their families.
The previous logo featured a playful baby face with “Zzz” symbols, using a thin font and soft pastel colors like turquoise to create a relaxed and approachable vibe. While this design communicated warmth and friendliness, the brand needed a more refined look as it expanded into new markets.
The new logo, created by Rethink, is minimalist and professional while maintaining the warmth and care the business is known for. It cleverly combines a swaddled infant and a power toggle switch, symbolizing the company’s ability to “switch on” better sleep habits for families. The simplified design shows only the baby’s face within the swaddle, blending empathy with practicality.
The updated look balances softness with structure. While it may initially appear more clinical, this design emphasizes the business’s nurturing and professional aspects. Clean lines and precise shapes suggest order and efficiency, reassuring parents that they’re in capable hands.
The typography has changed, with the brand’s name now in all-uppercase letters, adding authority and clarity. The bold, simple typeface, Nuckle, replaces the whimsical feel of the old logo, signaling the company’s seriousness about delivering reliable sleep solutions while remaining approachable.
Inspired by nighttime hues, the brand’s darker color palette reinforces its connection to sleep and rest. The calming, professional tones retain a sense of warmth, reflecting the company’s compassionate, family-oriented mission.
The visual identity carries through to various applications, including door tags, business cards, and other materials that maintain a clean, consistent design. Subtle details, like small illustrations of sleep-related items, connect the brand to real-world sleep challenges parents face. One standout feature is a lenticular business card that animates the logo between an awake and asleep state, echoing the logo’s toggling concept.
The new branding presents Sleep Origin as a confident, mature company that understands its client’s needs while staying true to its comfort, quality, and core values.
