An updated mark for a growing brand.*

As luxury bedding brand Parachute Home expanded, opening retail locations and releasing out-of-home campaigns, it became clear that its logo needed a strategic update. While the previous mark accurately cued refinement, it was so understated that the brand name was disappearing in signage and marketing efforts. Their updated mark brings much needed presence to brand. While maintaining the spirit of the original and carefully preserving brand equity, the mark’s completely re-drawn letterforms greatly increase boldness, consistency, and functionality. The update reflects the company’s move away from startup to category leader, and takes them forward into the future.