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New Logo and Identity for Dreem by venturethree
 

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Reviewed Oct. 25, 2018 by Armin

Industry / Consumer products Tags /

Established in 2014 (and originally called Rythm), Dreem began as a neurotech start-up with the goal of developing a product capable of measuring brain activity in real time and deliver sound stimulations to improve the quality of deep sleep. After a couple of years of research, development, and testing, Dreem is now a consumer platform offering the Dreem Band, a lightweight headband — designed by fuseproject, who designed it to “feel like loungewear instead of tech” — that uses sensors to track your sleep and bone conduction to flow music, at a cost of half of an iPhone X, providing fresh analytics every morning. Aiming to become a consumer brand, Dreem introduced this month a new identity designed by London, UK-based venturethree.

Built on the ambition to “wake the world up to sleep”, the brand challenges the traditional perception of sleep as a passive activity, empowering us to take action and reap the rewards as we wake up to brighter, healthier lives. With a simple, contemporary feel, the brand translates Dreem’s deep understanding of neuroscience and technology into a bright, optimistic human experience.

venturethree provided text

New Logo and Identity for Dreem by venturethree
Brand positioning.
The identity, with bespoke letterforms and a wave symbol inspired by “pink noise”, blends technological precision with the beautiful impact sleep has in our lives. With active photography, a bright colour palette and a bold and uplifting tone of voice, the brand breaks with convention to showcase sleep as a dynamic, life-enhancing experience everyone can get better at.

venturethree provided text

New Logo and Identity for Dreem by venturethree
Logo.
Logo animation.
New Logo and Identity for Dreem by venturethree
New Logo and Identity for Dreem by venturethree
Logo expressions.

The old logo was fine for a non-consumer brand and it had a slightly creepy, Black Mirror-esque evil corporation look with the cryptic “E”s facing each other that would have not engendered the highest degree of consumer trust or desirability. The new logo is quite good, introducing a wavy “m” as its identifying device — a nice metaphor for the wave-like pattern of people’s sleep. When used in the wordmark, the “m” turns the otherwise minimalist geometric sans serif into something more interesting and memorable, integrating the funky letterform quite well with the rest of the characters. On its own, it becomes a groovy abstract icon that, for now, holds no recognizability or equity, but depending on the product’s popularity has the potential to become if not Apple’s apple perhaps at least Zune’s “Z”. I like how it works in both instances and I’ll admit that I’m a sucker for the red-to-hot-pink gradient and both the full logo and icon look great on it.

The challenge for the brand was twofold. In the first instance, how do you convince people to let a ‘brain company’ yielding complex neuroscience enter one of the most intimate aspects of our lives? Secondly, how can we credibly cut through the clutter and apathy created by an exploding sleep category full of gimmicks and empty promises? The answer was finding a balance. Balance between scientific conviction and human empathy, between disrupting everyday behaviour whilst promising the calm sleep brings to our lives. Sleep is a truly complex problem, so we built the Dreem brand around a beautifully simple proposition and story: be better at sleep and wake up to a brighter, healthier, happier tomorrow.”

venturethree provided text

New Logo and Identity for Dreem by venturethree
New Logo and Identity for Dreem by venturethree
Ads.
New Logo and Identity for Dreem by venturethree
New Logo and Identity for Dreem by venturethree
Product/model photography.
New Logo and Identity for Dreem by venturethree
App.
New Logo and Identity for Dreem by venturethree
Product and app.

The ads and photography do a great job in presenting this in an as-non-threatening-, non-invasive-as-possible way, with an interesting use of light gray backgrounds (which we don’t see often, if you think about it), muted photography (with lovely touches of hot pink on the edges of the product or the models), and non-shout-y typography treatments.

Identity presentation.

This is an extremely hard product to brand as it’s not the kind of attractive tech you “wear” in public — from expensive Beats to the iPhone to your phone’s phone — and the idea of wearing something on your head all night, every night isn’t the most appealing. I think this identity successfully presents the product in an engaging manner and establishes the company as a consumer brand in a way that is effective, distinctive enough (without being different for difference’s sake), and relatively reassuring in that this is not a device for secret governments to take control over the world overnight. Maybe.

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