FLOORING DEALS USA: NAME BRAND FLOORS WITHOUT THE OUTLET HEADACHE
- BRAND IDENTITY DEVELOPMENT
- LOGO SYSTEM & BRANDMARK
- COLOR, TYPOGRAPHY & ICONOGRAPHY SYSTEM
- BRAND PATTERNS & VISUAL APPLICATIONS
- MESSAGING & TAGLINE DIRECTION
The Brief.
Flooring Deals USA launched with a bold but simple idea: give homeowners and contractors access to name brand flooring at discount pricing, without the sketchy outlet vibe.
The problem was that, at launch, nothing existed yet. No logo, no visual identity, no clear way to explain the value beyond “cheap flooring.” In a category full of loud bargain signs and race-to-the-bottom brands, Flooring Deals USA needed to look and feel different from day one.
Dreamlit was brought in to build a complete brand identity from the ground up. The goal was to position them as the premium player in the discount flooring and tile space: quality, name brand products, offered at a fair price, with a look that could scale from Texas to a national audience.
We created a visual and verbal system that gives the team everything they need to show up consistently in digital and print, explain their value in a sentence, and stretch the brand as they grow their reach across the country.
Design Decisions.
The core creative idea was straightforward
High value deals, without the “bargain bin” experience.
We wanted Flooring Deals USA to feel like a place savvy buyers are proud to have discovered, not somewhere they hope their neighbors don’t see on the credit card statement.
A logo family built for flexibility
We developed a full logo family: a primary badge style mark, a horizontal wordmark, and a simple “FD” brandmark. The primary logo uses an approachable, retro-inspired badge shape that feels sturdy and trustworthy while still bringing energy and personality to the brand. Variations allow the team to move easily between web headers, social avatars, packaging stickers, and large format signage without losing recognition.
Color that feels classic, not cheap
The color palette pairs rich browns and greens with bold accent reds and blues. The browns and neutrals ground the brand in warmth and durability, echoing natural flooring materials, while the green and red accents carry the “deal” story without feeling like a flea market banner. This balance lets the brand say “value” and “quality” at the same time.
Typography and icons that keep things clear
For typography, we leaned on Barlow Condensed for strong, legible headlines and Lato for clean, readable body copy. Together they create a hierarchy that works whether you are scanning a homepage hero, a product spec sheet, or a social promo. Custom iconography tile, plank, phone, email, location and profile icons helps the brand communicate key actions and categories quickly across web, ads, and printed pieces.
Patterns and applications that showcase the product
We created a geometric brand pattern inspired by planks and tile layouts, giving the team a recognizable visual texture they can use on banners, backgrounds, and packaging. Application mockups show the identity on web headers, digital promos, and in-store or event graphics, giving Flooring Deals USA a clear roadmap for how to roll the brand out as they expand.
Since launch, Flooring Deals USA now has a clear, confident presence that matches their offer. They can explain who they are in a line, show up as a premium discount option online and offline, and plug their simple color, type, and layout system into any new marketing channel. Instead of starting from scratch each time, every dollar they spend on promotion now builds a recognizable national brand around one core promise: quality floors for less, shipped nationwide.
