Casper Sleep is a direct-to-consumer mattress and sleep products company founded in 2014. Its visual identity was developed by the New York brand agency Red Antler, which helped with both the company name and the visual identity in the brand’s early days, according to Casper co-founder and CEO Philip Krim.[1] Red Antler’s work for Casper encompassed brand strategy, brand identity, digital experience, packaging and advertising.[2]
Design and History
The Casper wordmark is a stylized, lowercase sans-serif logotype in blue. The most distinctive feature is the curl on the letter “C,” which Red Antler’s Emily Heyward described as an intentionally ambiguous design element meant to attract consumers’ eyes. Heyward said she sees the mattress unfurling from the box, while other people see the neck and head of someone sleeping on a pillow.[3]
The blue color used across Casper’s packaging and labels is documented in USPTO trademark filings as Pantone 2147C. This specific blue appears on the wordmark “CASPER” and “CASPER.COM” on the company’s shipping boxes,[4] as well as on labels attached to mattresses and pillows.[5][6]
Casper also registered a standalone stylized letter “C” as a trademark, described simply as “a stylized letter ‘C'” and used on pillows, bed sheets and linens.[7]
In May 2019, Casper ran a limited-time packaging campaign in which it removed its brand name and logo from a portion of its striped shipping boxes, replacing them with one of five words meant to evoke how a person feels after a good night’s rest: humor, clarity, calm, focus and joy. The campaign was created in collaboration with brand agency FIG and executed in-house.[8]
Meaning and Symbolism
Red Antler’s stated approach for Casper was to focus on the benefits of truly great sleep rather than the technical details and jargon that dominated the mattress industry, and to develop “a quirky and love-able personality” through a unique visual and verbal language.[2] The ambiguous curl on the “C” was designed to be open to interpretation, inviting viewers to see different sleep-related imagery in the mark.[3]
Typography and Design
The Casper wordmark uses a stylized sans-serif typeface in lowercase, with the distinctive extended curl on the initial “C.” USPTO filings describe the mark as “CASPER” in stylized font, without identifying a specific typeface.[4] The official blue is documented as Pantone 2147C in multiple trademark registrations.[4][5]
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