This is not your typical orthodontist office. Picture a practice in a Class A retail shopping center where when you enter you see a concierge standing behind a stainless steel counter supported with Kee Klamp pipe legs on caster wheels. The backdrop behind the receptionist is perforated steel and the floor is polished concrete. An exposed 18' high ceiling is above with an HVAC duct running along one side and two large industrial fans above mounted on beams that also support industrial lighting. The corrugated metal roof can be seen between the beams. On either side of the receptionists are check-out alcoves with perforated metal dividers for privacy. On the other side of the partition is a 7.5' long set of bleachers with three rows - the "on deck" waiting for patients needing adjustments. The six ortho chairs are in an open bay configuration. They have light grey upholstering to match the light grey walls along the sides of the open bay. A 2" pipe comes up from the floor beside each chair for the air, water, and suction delivery units. Electrical conduit is exposed along the walls. Standard dental cabinets are replaced with bright red, Craftsman tool chests, and the operator chairs are also bright red. At the rear of the bay, the exterior of the x-ray room on the left and the bathroom on the right are painted bright red. Beyond the bathroom is a lab/sterilization room. The inner hallway between the xray and lab/bathroom is light grey with the ceiling still exposed to the roof. In the back the space opens up to an open area for clerical and a break room. The far back wall is bright red, providing depth, and a sense of passion and purpose as one stands in the front of the practice and looks to the far end.
Inspirational descriptors for the logo include: precision, industrial, practical, strength, transparency, cleanliness, timeliness, efficiency. Inspirational objects: industrial items such as pipes/plumbing, clocks, hexagons, steel. Our Mission Statement and Core Values are attached below. We are not seeking the typical orthodontist logo that often includes teeth, letters made into teeth, brace brackets on teeth, or lettering wrapped with brace brackets and wires. We want something that looks cool, modern, crisp, and conveys the heritage of Zane's Swiss-German ancestry and lineage of clock makers and engineers.