At the start of this project, our client approached us with a need for new dental branding for their lab. At the time, they were operating out of their parent company’s brand, but they were ready to differentiate their lab from the parent company so they could effectively serve other clients as well.
They needed the typical projects to get started as a new business, so we offered our new business package, which includes the foundational elements of a new brand identity: a logo, stationery and a simple website. This accessible package was perfect for the lab looking to rebrand.
The first step in the dental branding project was to create a logo for the lab, under their new name, Dental Milling Solutions.
To design their logo, we created several different options using shades of blue to denote the medical aspect of the brand and to provide a clean and modern aesthetic necessary for a lab.
In a few of the options we presented, we included an icon that loosely resembled the molds made in the lab. Ultimately, we were charged with creating a logo that didn’t incorporate teeth or implants, as our client wanted to differentiate themselves from their competition.
The final logo chosen was comprised of the initials of the brand using clean, bold lines that overlap for emphasis. The letter connections create a sense of fluidity and cohesiveness. Although the logo has no accompanying icon, the letters DMS together can stand on their own without the full business name, standing as an effective logo for the lab.