Customatic Unveils New Rebranding Strategy

Customatic Adjustable Bedz has completed an all-encompassing rebranding that positions the company as the leader in adjustable bed bases and other cutting edge bedding products. With a new icon and visual identity, the company underscores its ongoing commitment to innovation.

“As the industry leader in adjustable bed bases, we wanted to keep our visual identity as up-to-date as our products offerings,” said Phil Sherman, managing partner of Customatic Adjustable Bedz.


The multi-hued-blue and angular icon implies surfaces in motion, while illustrating the perspective of the various positions achieved through adjustable bases. It is balanced with typography in a lighter, refined font that exemplifies the simple sophistication of luxury products preferred by discerning consumers.

“It’s not like we took something old and dressed it up in new clothes,” Sherman said. “This is an original, in and of itself. And this ‘elevation’ of our logo is a better reflection of the premium quality of Customatic’s products.”

The company will continue to use its current tagline, “Custom Sleep to Fit Your Life,” because, according to managing partner Phil McCarty, “This message remains a perfect fit with the company because our mission remains unchanged. It speaks to the current brand focus, which is a commitment to innovation, while also communicating that same innovation leads to the new products that create future growth in the category and for our company.”

The company’s new visual identity will be on display in Customatic’s Las Vegas Market showroom, in signage, on product hangtags, as well as in print advertisements in market-issue trade publications, and on its website and social media platforms.

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About Customatic Adjustable Bedz: Customatic Adjustable Bedz is a pioneer of the sleep products industry, best known for its expertise and cutting-edge innovations in adjustable bed bases. Founded in 2010 by industry veterans Phil McCarty and Phil Sherman, today the company distributes products internationally through strong partnerships with top-name mattress manufacturers, leading distributors and major specialty sleep retailers. Customatic Adjustable Bedz is headquartered in Natick, Mass., and operates in more than 500,000-square feet in four manufacturing facilities in Taiwan.