King Koil Rebranding Includes New Logo, Old Mascot

Mattress licensing group King Koil, headquartered in Willowbrook, Illinois, is rolling out a rebranding initiative to give the company and its licensing network a consistent marketing presence.

king koil rebrand new logoThe rebranding includes a new black-and-gold logo featuring a swoosh that is designed to be reminiscent of a human spine and subtly highlights the company’s commitment to proper support for restorative and healthier sleep, according to a news release.

The new logo is set to be consistent throughout all of the company’s licensees and marketing materials by the end of the year. As part of its rebranding, King Koil also is bringing back its iconic King Koil Man mascot to actively engage with consumers through social media channels.

“As we look to harness the strength of a global brand, consistency is key,” said Owen Shoemaker, president and chief operating officer of King Koil. “Our message will become centered on ‘comfortable beds loved around the world’ … because that is where we excel.”

He added: “As one of the leading global brands in this industry, maintaining a consistent brand presence is key to building brand awareness and trust among consumers.  Now, with one consistent logo and message to be used by our licensees and retail partners across the world, we’ll increase our brand recognition and build on our stellar reputation with consumers.”

The rebranding move builds on King Koil’s global presence and pushes the message both online and in stores through myriad point-of-purchase signage, the company said. King Koil’s core mattress lines, including the World Luxury, World Edition and World Extended Life collections, have all been designed to deliver on the company’s quality promise, according to a news release.

“By pulling together and utilizing one cohesive message, the King Koil family will be a stronger player in all of our markets throughout the world,” said Ken Swinarski, vice president of creative marketing.

The company has been sharing its message with its licensees through summits held this year. The annual international marketing summit was held in January, and a designated showcase for international designs opened in January at its World Market Center showroom in Las Vegas. A summit for the Americas was held in June.

King Koil has more than 30 licensees in more than 90 countries.

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