We organized a Pinterest board with some fonts and logos we liked. We tried to comment on each pin to communicate specifically what aspect we liked about each design.
The way we would like the dental practice to be perceived is: approachable, caring, confident, responsive, unpretentious but not casual, a local business where patients are remembered and treated like family, relational rather than transactional.
The main objective of our rebrand is to maintain an attitude of loyalty and trust with patients. We want to reassure the existing patients of the practice’s commitment to its values and attract new patients that are searching for a dentist they can trust.
We did NOT want any color red in the logo as it can conjure up thoughts or images of blood.
We usually preferred serif fonts over sans serif fonts, but don't want to rule out sans serif fonts entirely. We did want to stray away from "flowing" or cursive fonts, and wanted to avoid "Trajan Pro" as a font. We saw this font used very frequently for medical and dental practices, but felt this font was a bit too formal and corporate for our dental practice.
A couple aspects we would possibly like to include in the design are the Keeper of the Plains, wheat, and teeth. Since Kansas is such a large wheat producing state, it is universally recognized as a symbol of family and hard work. The Keeper of the Plains is a metal sculpture located in Wichita. Several images are included on the Pinterest board. This sculpture harkens to the Native American heritage of Wichita and the spirituality of the community. It is a symbol that is immediately associated by Wichitans to the city.
Aspects that we did not want to include in the logo are hearts or heart shapes, trees, and sharp points. The sharp points can remind people of needles and pain.