Choice Hotels

Sleep Inn Brand Development

Refresh existing logo and brand identity for "Sleep Inn" that leverages Sleep Inn's value proposition as a new-build hard spec brand. Ensure new identity works in the following types of applications: Exterior signage- both for use in monument-type signs and on-building/welcome wall applications and small format digital and print.


To create a fresh new brand identity that remained true to the brand’s existing nature-inspired zen feel while also bringing the brand into a more modern and fresh space. Additionally, nm+u was asked to keep the color purple and yellow to retain brand recognition.


The redesigned Sleep Inn logo provided the base for a refreshed color palette, and a balance of clean modern elements with organic shapes and dynamics. These themes and palettes would play out through all communications and collateral.

The logo

Sleep Inn’s new logo is an inspired update to their previous, keeping the concept of the yellow moon and introducing a hand drawn type for the word “Sleep”. Nature graphics and colors were an important aspect of the updated design so that it lives cohesively with the existing on-property interior design.