Petzak Dental Practice
Branding and print design for a dental practice
Client:
Petzak Dental Practice
Industry:
Health & medicine
Services:
Branding, Logo, Print
Challenge:
Many people are afraid of visiting the dentist—especially children. Since dental practices primarily target families with children, the lack of positive associations with the topic of dentistry was a problem.
What we did:
New branding with the development of a special children's logo. Special focus on positive emotions and a smile.
Result:
A professional and positive perception of the Petzak dental practice. The focus on children and families is optimally reflected in the new branding.
The Düsseldorf-based Petzak dental practice offers a full range of dental services, with a special focus on families and pediatric patients. We were responsible for developing the branding, which is primarily intended to generate positive associations and sympathy and can be cleverly combined with the slogan "We make your smile."
This branding includes a general logo and a logo designed specifically for the children's section. The slogans "We make your smile" and "We make your kids smile" are reinforced by the color matching and position of the smiley. The final impression is the lasting one; therefore, the smiley was placed to the right above the lettering. Furthermore, it creates a visual effect similar to a mathematical power: Petzak Dental Practice raised to the smile.
Dark blue and light green are the main colors of this corporate design. Dark blue conveys competence, years of experience, and trust. The color light green has a relaxing effect on patients and creates a pleasant and calming atmosphere. In medicine, a subtle green has certain healing properties. It has been observed that ceilings painted a pale green in hospitals accelerate patient recovery.
Light blue is used for children's themes. White plays a particularly important role in the design of online and print products (e.g., brochures): Generous white space gives text room to breathe and exudes a certain lightness.
The secondary stylistic element of the corporate design is also reflected in the interior design of the Petzak dental practice. (Light green carpet pattern for the general area, light blue carpet pattern for the children's area.)
For the company logo, we chose Myra 4F Caps Bold by 4th february because it conveys straightforwardness, objectivity, and competence. The kerning and the capital letters "A" and "M" were manually optimized. For the light green slogan "We make your smile," we chose Myra 4F Caps Light. Here, too, we optimized the kerning and the capital letters "W" to better reflect the branding.
The light blue kids' slogan "We make your kids smile" in the branding conveys a playful impression thanks to Billy Argel's BUTECO font. However, the wide font (= letter width) doesn't detract from the company name, "Zahnarztpraxis Petzak." To make BUTECO appear even more authentic, individual letters were manually modified.
The typography for print use is created using the Museo Slab font by Exljbris. It combines a very pleasant reading flow on paper with a non-obtrusive grayscale, which positively supports the generous use of white space. The wide counters (= non-printable area within a letter) make this possible. Furthermore, straight serifs ensure clean lines in the design.
For the digital application, we chose the OpenSans font from Ascender Fonts. The corporate design manual for this client project can be viewed here.
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