We are a new practice that needs a logo to establish our brand. Dr. Farley is a young guy who wants his practice to seem very current and up to date. The practice will be designed to be a fun place that is also professional. It will be geared towards children, but not necessarily designed solely to appeal to them. We want the parents and kids to feel comfortable with our doctor, staff and practice.
Parents of middle-school aged kids.
The primary target market for an orthodontic practice is typically mothers of middle-school aged kids. Moms want their kids to be well taken care of, and they want the kids to feel comfortable. Typically it is the mother that brings in children to their orthodontic appointment, but sometimes dads do too. It is also important to appeal to them.
The secondary market is general dentists. The dentists are the referral source and are very important to the lifeblood of a specialty practice. It is important that they can refer with confidence that their patient will be well cared for, and treated nicely.
STYLE: I would like a logo that utilizes a sans-serif typeface and a small icon. Take a look at the invisalign website. They utilize a concept that seems to work. I like a highly readable font, that will be easy to see at a distance
COLOR: I liked the blue and green of the vancouver olympics. Maybe we could concentrate on those, but I am open to others. No reds please, it can make people think of blood while at a dental office. Also, a design that will work in grayscale will help tremendously.
LAYOUT: The design will appear on a long rectangular sign on the front of the building, as well as a more typical rectangular sign on a post near the street. Please try to maximize the ability of the logo to be configured around space considerations.
DO: Please be creative on this. Orthodontists primarily sell transformation, self-esteem and confidence, not just straight teeth. Also, please avoid icons that look like clip art.
DON'T: Please no teeth, hearts, apples, toothbrushes, and other dental cliches.