Brands Reinvent - Basic Graphic Standard

Van Vorst Mattress VISUAL IDENTITY BASIC GRAPHIC STANDARD

The Brand

VV 01

Our Company

VV 02

Logotype

VV 04

Logotype Signature

VV 05

Seal Signature

VV 06

Primary Color

VV 08

Typefonts

VV 09

Stationery

VV 10

Merchandize

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Van Vorst Mattress

Our Brand Position Van Vorst Mattress has a distinct position in the mattress industry landscape. Through the process of listening and understanding what customers need and want in a mattress, we identified and closed the gaps that other manufacturers were missing.

Our Brand Promise - Comsumer Founded in 1888, Van Vorst Mattress, is an employee owned company. Each mattress and box spring produced by Van Vorst Mattress, is handcrafted greater attention to detail using state-of-the-art equipment and materials. Furthermore they are the only manufacturer that tests every mattress they make, so you can be assured that the mattress you take home will feel the same as the mattress you try in the store.

Our Brand Promise - Retail Our retail brand promise is, “Van Vorst Mattress is the ‘connect’ brand for retailers who are looking for a bedding partner who is more responsive and provides greater value to them, because our retailers’ success is our top priority.”

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CB VAN VORST MATTRESS COMPANY

1915 - The Van Vorst mattress factory in Seattle, Washington. On November 1, 2000, the Van Vorst Building was designated a City of Seattle landmark.

As a young man of 25, George Whitney Van Vorst

otherwise would not be able to get, thus ensuring the

came to California in 1886, where he met and married

consistent supply of high quality mattresses for its

Carrie Bernhard, the daughter of Joseph Bernhard, the

customers.

owner of Bernhard Mattress Co. In 1888 the young couple started the CB Van Vorst Mattress Co., which would soon earn a reputation as one of the ďŹ nest

The Van Vorst mattress company competed with the most respected brands in the country, companies like Kingsdown from North Carolina, Shifman Mattress in

mattress companies in the United States. The

New Jersey, and closer to home, Aireloom, owned by

company remained in the family for 3 generations.

the legendary King Karpan. The Van Vorst company

Although he was not a part of the Van Vorst company itself, grandson Richard became a key contributor

embraced innovation, striving to both incorporate the latest advances in technology as well as developing

through his own company, Modern Plastics. During WWII, when raw materials were extremely scarce and tightly controlled by the US government, as a war-

new components and manufacturing techniques on its own. Van Vorst dealers never questioned that they would be getting the very best products available.

related producer Modern Plastics was able to procure raw materials for the CB Van Vorst company that it

Van Vorst 02

With a foundation of unwavering commitment to personal integrity and the highest ethical standards, Van Vorst built its reputation on providing the finest quality products, uncompromising consistency, tremendous value, and always on-time delivery.

Above all, Van Vorst believed in the importance of developing and maintaining personal relationships with its dealers, and its sales staff was considered among the finest in the industry.

Cotton batting was widely used at the time, and although it was very labor-intensive and therefore expensive, Van Vorst garnetted all its own cotton to ensure the highest quality and consistency.

country. When the relationship with Sears came to an end Van Vorst chose a new direction, embarking on a strategy of developing the brand image of the retailer rather than the Van Vorst brand.

The company limited distribution to a few key accounts in each market, creating private-label In another practice unique to Van Vorst, cotton covers which usually arrived at the factory somewhat wrinkled were first sprayed with a fine water mist, then heated to remove the wrinkles prior to final assembly.

programs for each retailer instead of using the Van Vorst name. It proved to be a highly successful strategy, resulting in accounts with such famous

In the early years Van Vorst built its business selling to

nd d JJ.H. Biggar companies as Barker Bros., Robinson’s and

local dealers, but its big opportunity came when it

M in Los Angeles, Breuners in San Francisco, Meier &

began supplying products to Sears & Roebuck, which

in’s in Eugen Eu Frank in Portland and Rubenstein’s Eugene,,

at the time sold more mattresses than anyone in the

attl and some om ass ffarr away a y The Bon Marche in Seattle, Co o in thee midwest and and well-known as Mayy C Co. wY York.

Bloomingdales in New

Van Vorst 03

BASIC STANDARD IDENTIFIER

The Van Vorst Mattress Logotype

Van Vorst Van Vorst Mattress

The Van Vorst Mattress logotype appears to the left.

It is the primary element of the Van Vorst visual identity system and must appear on all official Van Vorst communications. It may not be modified in any way.

When greater specifi city is needed, a secondary element may be added to the Van Vorst logotype to create a more specific “signature.” Signatures may take one of two forms: 1. An additional typographic element: branch, retailer, or unit name 2. An additional graphic element: informal Van Vorst seal The Van Vorst logotype may not be attached to any other type or graphic element other than the signatures described on the following pages.

As a general rule of thumb, it is always preferable to use the simplest (i.e., highest level) logo representation that will adequately communicate your identity as part of Van Vorst Mattress.

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BASIC STANDARD IDENTIFIER

The Logotype with Branch/Retail Signature

Van Vorst Mattress

Van Vorst Mattress San Francisco, California

Van Vorst Mattress San Francisco, California

Van Vorst Mattress San Francisco, California

Van Vorst Mattress

Van Vorst Mattress Handcraft Since 1988

Van Vorst Mattress

Van Vorst 05

In situations where the logo needs to communicate the Van Vorst name more fully, you may use one of the two brand/retail signatures appearing on this page.

Several ways to satisfy this requirement include: 1. Using the full name 2. Using the full name of the Van Vorst Mattress in a displayed address 3. Using the full name of the Van Vorst Mattress in a displayed address to the right 4. Using the full name of the Van Vorst Mattress in a displayed address to the left 4. Using the second signature option 5. Using the Van Vorst logotype displayed center

Note: The Van Vorst Mattress logotype and seal will be provided in a variety of ready-to-place graphic ďŹ le formats.

BASIC STANDARD IDENTIFIER

The Seal Signature This Van Vorst Seal has been speciďŹ cally created for use in conjunction with the Van Vorst logotype when an additional graphic element is desired.

The Van Vorst seal may be added as a secondary element to the Van Vorst logotype when a graphic is desired to give your presentation more visual interest. It is also an alternative way to provide the full, correct name of the Van Vorst Mattress.

The preferred display of the seal signature is shown in the examples to the left (horizontal, seal on the left).

The Van Vorst seal may also be used with the branch/ retail signature.

Note: The Van Vorst Mattress logotype and seal will be provided in a variety of ready-to-place graphic ďŹ le formats.

Van Vorst Mattress

Van Vorst Mattress

Van Vorst Mattress

Van Vorst Mattress San Francisco, California

Van Vorst Mattress San Francisco, California

Van Vorst 06

Van Vorst Mattress Color Palette & Typefonts

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BASIC STANDARD COLOR

The Primary Palette The primary colors for the Van Vorst Mattress identity standard are:

Primary Palette

- Pantone® : Gray 433U. - CMYK: C=0 M=5 Y=0 K=80 - RGB: R88 G84 B88

C=0 M=5 Y=0 K=80

The preferred color for the signature is always Pantone® Cool 433U. Black and white and gold are the only other acceptable color treatments.

C=0 M=0 Y=0 K=100

1. Do not switch the primary palette colors around among the components of the signature.

2. Do not substitute other colors, including those in the supplementary color palette, except black.

3. Do not apply a tint to any component of the signature.

C=0 M=5 Y=0 K=70

Two color Reproduction

Secondary Palette We has also created a color palette that assigns a specific color to other usage ie. product line / collection...

Van Vorst Mattress

- Pantone® : Dark Blue U. - CMYK: C=100 M=100 Y=20 K=50 - RGB: R36 G11 B74

Van Vorst Mattress

- Pantone® : Blue 801U. - CMYK: C=100 M=50 Y=0 K=0 - RGB: R0 G154 B207 - Pantone® : Gold 133U. - CMYK: C=20 M=50 Y=100 K=5 - RGB: R190 G127 B50 Although these colors can be used together in a variety of ways, product messages should use the colors of the brands represented whenever possible.

Secondary Palette

Van Vorst Mattress

Van Vorst Mattress

Van Vorst Mattress

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BASIC STANDARD TYPEFONTS

Typefonts Family The Trajan Pro and Frutiger Std font families have been chosen as the primary typefaces for Van Vorst Mattress communications. The two typefaces allow for flexibility and creative expression in text and display.

Trajan Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Fruitiger Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 1234567890 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRST abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrst 1234567890 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRST abcdefghijklmnopqrstuvwxyzabcdefghijklmnopq 1234567890

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POINT-OF-SALE DISPLAY

Point of Sale display is a sale support element to used and add energy to the Van Vost brand.

The Gereris Brief intro, history stoty of Van Vorst culture and establishment...

Sleeping On Mattress Lifestyle photography to add energy to Van Vorst brand...

Mattress & Feature Product line representation photo with consistency perspective, product detail/feature show the unique characteristic....

Note: The Van Vorst Mattress logotype and seal will be provided in a variety of ready-to-place graphic ďŹ le formats.

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Van Vorst Mattress

Van Vorst 11

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Mr. Van Vorst was born in Clinton, Iowa, October 11, 1860, a date that indicates fully that his parents, James and Cynthia (Bowen) Van Vorst, were pioneer settlers in that section of the Hawkeye State. The Van Vorst family lineage traces back to staunch Holland Dutch origin, as the name indicates, and representatives of the family were early settlers in the State of New York, where the name has been one of prominence and inuence during many generations.

Mr. Van Vorst was the eldest in a family of three children, the other two being Charles, a resident of Los Angeles, and Ella, likewise a resident of California.

A Blue Ocean Sleep Company

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