The task was to create a distinct and memorable brand identity that expressed the core values of the Khoosal Family Dentistry Practice. The practice offers state-of-the-art technologies for cosmetic dentistry and up-to-date sterilisation protocols but their primary focus is gentle dental care for families, particularly children.

Our solution was to first change the name of the practice. A good company name not only tells people what that company does but it can also show people what that company stands for. People don’t enjoy going to a dentist, they even fear it. We recommended the practice adopt a name that is approachable and reflects the softer, more caring side of what they do: Smiles Family Dentist

icon concept

wordmark typography

Once the icon was completed, we started developing the wordmark. The wordmark needed to show 'approachable and caring' and 'professional and technically advanced'. We also wanted the typeface to be royalty-free, so that that it would be easily accessible. We proposed to use two royalty-free fonts: 

                            • Grand Hotel, a condensed upright connecting script font and,

                            • PT Sans, a sans-serif character with a humanist spirit.