The client brief is from an up-and-coming startup that develops smart mattressess called “Som-Num”, the Latin word for sleep. Their characteristics and requests are:
A simple, easily recognisable icon for a logo
The logo will be embroidered on the mattresses, so no complex designs
The logo should work on smaller screen (i.e. for apps)
It should appear fun and not too serious

Before starting the design process I’ve delved into the feelings and ideas that the logo should provide for the viewer, given both the product (mattresses) and the companies wishes from the client brief. The following associations were leading in the further design process.

Comfort
Mattresses should be comfortable. I associated this with softness, meaning I wanted round shapes and no harsh lines.

Fresh
A new start-up company, ambitious and all about bringing technology into sleep. The colour blue felt right for this, as does the shape of a cloud. The colours I’ve chosen are associated with trust, clarity and give off a non-threatening vibe. Ideal conditions for a well-rested night on a mattress.

Som-Num
I immediately noticed the particular writing of the name Som-Num, with a dash in it. I felt like I needed to use that, it should have a purpose. I’ve chosen to use that dash to create a wordmark where the two parts are presented above eachother, which also makes the wordmark very suited for a square presentation (i.e. for an app-store icon).