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Key Elements of Your Sleep Brand: Logos, Colors and Fonts

Dec 15, 2023 | Sleep Apnea Marketing

Building a look and feel for your sleep brand is an essential way to connect your brand to both your customers and your staff.

To do this you will need to understand your brand pillars as these are the foundation of your business and the key values and structures of what you’re building your business on. Below you will find the four key pillars we believe are essential to any business:

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1. Brand name (more on that here)
2. Design and logo – Brand’s identity
3. Tone and typography- What language and terminology does your brand stand by?
4. Core values – What are your company’s core values and beliefs?*

Using colors, graphics, and designs to bring your brand to life will help structure your brand and its identity. This will support your brand’s messaging and set the tone for how your practice is going to feel before someone even steps foot in the building.

*It’s important to know these first to allow them to guide your logo and brand element choices. Use our Sleep Brand Questionnaire to help guide you.


Creating Your Sleep Brand’s Logo

It all starts with a logo to capture the customer’s attention and deliver a message to the public. 

Your logo will be the face of your company and often be the first impression people have of your practice. Using art that is both unique and easy to understand is something we often recommend. With nearly 70% of new people seeing your brand online using their mobile devices, it’s also key to have a logo that is easily readable and digestible in both large and small formats.

The logo needs to be understood online and across web pages as well as on physical forms, such as printed on letterheads and business cards, embroidered or screen printed on scrubs and staff uniforms. 

‘Logo design’ is one of the most researched terms and studied aspects of brand building. Other questions typed into Google are ‘What makes a good logo?’ and ‘How can you make your logo connect with your customers?’ 

There are some simple pillars that we recommend: 

  1. Keep the logo simple – Think about Nike, Target, Apple, and… *ahem* Simple as can be, but stands out and signifies a clear message.
  2. Make it memorable! – As with our examples above, despite their simplicity, they are easily memorable and unique.
  3. Versatile logos matter – Does the logo work if you have to print it in color? How about black and white? Think about your logo on a billboard and as small as a postage stamp – it should easily scale to both and not lose the message.
  4. Using negative space – This is the trickiest of the 4 pillars. Negative space and spacing can help deliver a clear message. If you have a long business name, a long tagline, or a big piece of art, using spacing to keep it balanced and approachable is key. 

Building a Color Palette for Your Sleep Brand

Colors and aesthetics are another big part of building a great brand and logo. This is also a great opportunity to put some of your own personality into the brand! When you are doing your market research and looking at things to inspire you, take a mental note of what you tend to be attracted to. Maybe it’s soft pastel style colors, or maybe it’s bold and highly contrasting color palettes that tend to connect with you best. 

Most dental practices are blue and green for good reason, these colors indicate trust and healing. For sleep, you can be a bit more creative. Colors have underlying meanings when it comes to business sentiment – often driven by powerful brands who have set the standard. 

Have you ever noticed that every big social media platform uses the color blue in their branding? That’s not an accident! Blue has been psychologically proven to evoke feelings of trust, calm, and loyalty. Every base color has its own emotional profile. We’ve used blue and green because they are the most common of the medical/dental colors.

Bolder colors like purple and red will give your brand a feel of luxury and power. Softer colors like pink, yellow, and white will bring forward feelings of delicateness, curiosity, and happiness. While these feelings are not set in stone, it is something worth considering when you’re looking for the perfect color palette for your practice. 

There are tools out there to help you build a color palette that best suits your personality. You can and should have some fun with this! We’ve even gone as far as using the colors of the Baltimore Orioles for a client before because he was a huge fan of the team and it connected with the city.


Choosing the Right Typography For Your Sleep Brand

Typography is another key brand element that takes some consideration. Once you are aware of the type of feeling you want your brand to convey, the next step is to partner the colors with the right typography.

How do you match the colors with a font?

Fonts are subtle but are still an important indicator of the feel of a practice.

There are 4 primary types of fonts:*

  • Serif – A serif font is a traditional font that indicates timelessness and legacy. Think your traditional newspaper-type font, this font is often used by luxury brands such as Rolex, and Mercedes-Benz.
  • Sans-Serif – A sans-serif font is a more minimalistic and modern designed font. This font can be very crisp and is often used by online brands. Think Google or Netflix – straight lines and bold colors are often combined here to make an impact.
  • Script-Style Fonts – Script-style fonts are exactly as described – they look like handwriting! These calligraphy-based fonts are formal and elegant and often pair best with short business names to make them easy to read. Some well-known brands using this style are Cadillac and Cartier.
  • Display logo – The fourth style is the most customizable – a display logo. This font is often built uniquely to the brand and helps differentiate your brand from anyone else. The most famous company using this style is Disney.

*Our video course provides visual samples of each font, check out the corresponding video here.

Pairing the font style for your business name also carries over to the website. You can use mixed or standardized font styles to create the perfect mix of your value statements and the headings on your website.

Best practices involve using fonts that are creative but easy to read for patients. Around 60-70% of the traffic to your website will be from mobile devices, so keeping the fonts readable in smaller formats is important.

Note 👉 ADA compliance is another factor you need to consider- fonts have to be readable for people with disabilities.

The final pillar for your brand is considered when you start building your digital presence and the kind of outcomes you want to convey to patients who are considering choosing you.

The most common branding design in sleep is images of happy families waking up in the morning. Sleep companies like using these images because the images portray peacefulness and the true desired outcome for the patient. Remember, the patient’s goal is not to wear an oral appliance, but to sleep better, feel better, and live better!

The images you use will standardize the look and feel of your company and its branding across all of your platforms, allowing your social media channels to reflect the same branding as your website and making your entire brand presence consistent.

One thing we do not recommend for a sleep brand is using dental imagery – this isn’t a dental practice!


It’s Time to Build Your Sleep Brand!

Want to get moving but don’t know how? Try our Sleep Brand Builder with all the free tools and resources you need to get started bringing your sleep business to life!