I've been working for my present employer for almost 8 years. I love working here and apart from a few months in 2006 where I worked for another, equally fun to work for employer, I've been thrilled to work here. There is one issue... when I came to work here I noted that the logo, long before I arrived, was outdated.

The logo was basically the name "Mancini's" set in Octopus font (can you say shizam! 1970s!) with the word "Sleepworld" below it in a anemically thin helvetica derivitive. As time progressed and the management became more comfortable with my design skills, they allowed me some leeway with the logo. I changed out the thin font for a nice thick bold, yet still horizontally challenged Helvetica Neue, which made our billboards and signs have much more impact. On occasion I've revisited the logo concept with color and other attempts at redesign, with little success.

The company has over 20 years invested in this logo, yet I really don't think it has made any impact whatsoever in the market. Many consumers wander into our stores thinking they're in one of our competitor's locations.

We want to convey comfort, rest, value, a locally owned company yet professional.

We want to stick with few colors, as we sometimes do 2-color newspaper ads. I also need reverse-color examples.

Here's what I'd like for help. Give me either a new direction, a new concept or… just pointers. I cannot commision a logo campaign, but I can guarantee that the logo will get widespread use and you will have rights to use it in your own material.

So… here's the [link]
to the logo as it currently is. You can also see some examples of the logo in use in my gallery and at [link]

Thanks for any help you can provide!