Logic, a private label brand of Wieland Designs, asked us to create a rebrand to reflect their expertise in engineering and designing hospitality furniture. With a solid history as an OEM manufacturer, Wieland was ready to expand Logic’s product line up. Best known for their DuraMech Sleep System, a patented open sleeper sofa that opens easily and repeatedly within a small footprint, Logic added a full repertoire of hospitality seating. We positioned the Logic brand as a unique combination of comfort, beauty, and durability—with the tagline, Furniture That Makes Sense. We gave Logic a sophisticated, masculine feel by way of logo design, color choice and photo style. To exude precision, we used a strong grid layout for their print literature and website.