Maqina was approached by VS Company in London to design a new logo and identity system for the British manufacturer of osteopathic pillows, Goldilocks.

A newly set up company, Goldilocks Pillows is very different to most other similar businesses in that they offer a (truly) made-to-measure solution to help alleviate pain caused by using pillows that are of the wrong size. As such they looked at positioning themselves at the high end of the market, with an offer similar to that of the famous Savile Row tailors.

The proposed logo was a simple typographic solution hinting at the device Goldilocks use to determine the correct pillow size. The wordmark is accompanied by a graphic representing a dimensions marker. This is flexible in size and application and expands to delineate content or graphics across stationery and promotional materials in order to underline the “one size does not fit all” concept in the initial brief.