Introduction
In the ever-evolving dental industry, creating a distinctive brand identity is crucial to stand out. Shrewsbury Orthodontic approached our marketing firm to design a new logo that would be both modern and resonate with their target audience. This case study delves into our strategic process, from market research to the final design unveil.
1. Market Research:
Our initial step was to conduct comprehensive market research. We aimed to understand the orthodontics industry's landscape, the logos of direct competitors, and the expectations of Shrewsbury Orthodontic's primary target audience. Minimalistic designs with soothing colour palettes are trending. Symbols associated with dental health, such as braces, teeth, and smile curves, are commonly integrated subtly and were desired by the client.
Through further market research, we understood that patients value professionalism, trust, and a sense of care. With this industry requiring a high level of trust in dealing with sensitive areas. It looked like the preferred designs were those that were clean and not overly complicated.
2. Original Drafts:
Based on our research, we created three diverse drafts:
Draft A - The Minimalistic Smile:
Our first draft centred around simplicity. Using muted blues and navy blues which contrasted lovingly. The simple design was easy to look at, and explained what the business did with a simple line centred around a smile at the bottom of the page.
A gradient of teal to aqua was proposed, symbolizing innovation and freshness, aligning with the contemporary design.
Draft B - Abstract Braces:
This draft centred around the symbol of a tooth but with a modern twist. Instead of a detailed tooth, we opted for a geometric representation, using clean lines and curves. A subtle arc was integrated around the tooth. This arc was intended to evoke feelings of happiness and satisfaction – emotions that Shrewsbury Orthodontic hoped to impart to their patients.
We selected a sleek, sans-serif font to complement the modern aesthetics of the symbol. The font's thinness provided a delicate balance to the bolder tooth design. A soft, muted blue was chosen, synonymous with medical professionalism and trust.
Draft C - Words with a Twist:
This draft played on the company's name with a unique colour not used before. The design challenge was to integrate these letters seamlessly while hinting at the orthodontic theme.
A sophisticated serif font was chosen, adding gravitas and emphasizing the brand's long-standing reputation.
For the colour A muted green was initially chosen, aiming to provide a unique identity distinct from typical medical blues. This colour was intended to communicate a sense of luxury and high-quality service.
3. Final Design:
After taking into account the feedback on the original drafts, we decided to create a fusion design. We took the modern geometric representation of the tooth from Draft A and merged it with the large symbol concept from Draft B.
From the feedback and consultations, we opted for a gradient of dark grey transitioning to the muted aqua. The grey stood for trust, professionalism, and depth of expertise, while the aqua brought in a touch of modern aesthetics and uniqueness.
Shrewsbury Orthodontic's logo design journey was a testament to the power of thorough market research, client collaboration, and innovative design. The new logo not only redefined their brand identity but also positioned them as a leading orthodontic clinic in the Shrewsbury region.
