Company Profile: Private practice orthodontist.

Objective: After buying into an existing orthodontic practice, Dr’s. Manke and Okinawa desired a new image to make the practice their own, yet a new name that would still keep the business viable without any attachment to their personal names. We devised and implemented the name Braces Inc., feeling it clearly stated the primary function and services of the practice and proved and lighter, less clinical side to the orthodontic business.

Design & Color Theory: The logo is comprised of a stylized tooth with braces – yet was created with a light airy brush stroke effect to detract from the rigid heavy metal feel of braces themselves. A serif typeface was chosen to increase professionalism while the added brace bracket on the tooth keeps it from looking too impersonal. After experimenting with color, the palette chosen was a vibrant plum and tones of warm gray, healing colors, without any negative associations.

A stock photo image of a close up of smiling child wearing braces was selected to reinforce the practices focus and demographics. The identity design and photography was carried through to all forms of print collateral.