13 thoughts on “In Praise of Tempur-Pedic's Butt-Crack Upgrade

  1. Mindy

    Right on, Elie! I agree that they should have kept the body touching the words to make shape of the mattress on the new logo. That’s exactly what the company is all about…

  2. Julie

    The way the old body squished the mattress was inconsistent. Only the E was foam-like. The P was more like a spring. Better to do away with it than do it badly. At least they fixed that really weird foot thing.

  3. Elie

    Do butt cracks sell mattresses? What I like in the new design is that they cleaned up the lines but they cleaned it a bit too much because now the body not touching the letters. What does the logo say other than its a mattress company? Before its purpose is to illustrate that the unique foam mattress contours to the shape of the body to keep the spine aligned. They should have pursued this more in the new design by having the imprint of the body in to illustrate the memory of the foam. Done right it won’t be too busy at all. The focus should be on the memory foam not a butt crack.

  4. commenter

    Yeah, I have to agree- I don’t understand the praise when the butt is essentially gone. Sure, the outer-shape is there, but so is the case in any depiction of the reserve side of a person.

    The crack is what tells you it’s a naked butt! This new logo is more like a sheer and/or tight garment. Most places in the world aren’t so squeamish and puritanical about the matter. European TV shows will show the occasional breast or bottom and no one thinks of it as prurient.

    I actually feel disappointed that the company didn’t stand their ground. Also, the figure of the new logo looks somewhat less curvy. The hip/waist ratio is less pronounced.

  5. Ben Saufley

    Am I the only one who thinks the whole point of the woman on the old logo was to point out how instead of resting on a flat surface, people who sleep on Tempur-Pedic beds have straight spines and the bed will give to match their contours? So the text was slightly deformed, and encroached upon on the top? And now that’s gone? I think the spine line is a decent addition as far as pointing out that benefit, but the woman doesn’t seem to make much sense as a logo element anymore, without that bottom curve.

    And I’m with Ernie. A blog post about how they kept the crack seems a little strange when they have essentially removed it altogether.

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