Evolution of PrimaLoft - PrimaLoft® was originally developed for the military and outerwear. The logo is very technical and technology driven. A new and improved logo was developed to be used for bedding products. This logo is softer with a softer color palette. However, the swoosh is still being used; conveying a technical and performance driven message. My improved PrimaLoft® home logo has a thinner and softer swoosh and places more emphasis on “Loft.” The logo becomes, cleaner, nontechnical, warm, and versatile.