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A Clean Feeling: Redesigning Main Street Dental Clinics Logo

Changing anything about an established business takes time, thought, and creativity - even when changing and updating something as deceptively simple as a logo. While each company is different, it’s helpful to see what others have done. Let’s go through one dental clinic’s journey and see how they achieved greater success.

REVITALIZING THE LOGO

Main Street Dental Clinics is a successful business and sought guidance from CWS about the best ways to update and improve their digital presence. After discussing their goals, it was decided that a logo redesign was necessary to match the new look and feel of their modernized website redesign that was in progress at the time. Main Street Dental Clinics wanted to establish a modern logo and web presence while still preserving elements from their original brand.logos

THE DESIGNER’S PROCESS

The process began by first studying and taking elements from the original logo. Main Street Dental Clinics wanted to keep the toothbrush in the logo, which CWS graphic designer Sarah Link thought was appropriate. She then worked to create a balance between the toothbrush, name, and the tagline.

TOOTHBRUSH RESEARCH

Sarah spent time researching toothbrushes during this redesign. The three items in the original logo lacked cohesion and looked unrelated. During her research, Sarah saw that today’s toothbrushes are curved and she incorporated that curve into the new design. By adding the curved brush and layering the text underneath the brush, the logo now had balance and looked unified.

COLOR PSYCHOLOGY

Designers are typically obsessed with colors. An entire field of study is dedicated to finding the meaning and effect of color on people’s emotional, behavioral, and mental states. Designer Sarah Link is well-versed in color theory and settled on blues and white. Blue is a calming and professional color often associated with dental and medical sciences while white provides a sense of crispness and cleanliness. She went with softer blues to give the logo a modern feel and avoided bright blues, which are reminiscent of the 2000s.

FONT PSYCHOLOGY

Sarah is also well-versed in font psychology. To achieve the goal of clean, professional, and friendly through the text, she chose a modern serif font. While modern fonts give the impression that a company is chic, stylish, and strong, serif fonts suggest comfort, reliability, and tradition. For a more in-depth explanation of font psychology, check out this infographic.

 

Redesigning a logo may seem like a simple task, but it’s not. The amount of research, knowledge, and client consideration that goes into each project is substantial. A logo is a vital part of a company’s image, and should, at the very least, be evaluated by a graphics expert to understand what your logo is “saying” to your clients.

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