Tuesday, June 22, 2010

Latest Logo Design

This logo design started a journey and ended 180 degrees in the opposite direction. The top design (1) was initially favored and captured the client’s desire to avoid using dental cliché icons. The practice is comprised of periodontal specialists and they are not a general dentistry practice. So there was no need to appeal to children.

This design suggests the Catalina Mountains in southern Arizona which double as Native American arrowheads, giving the design a bit of heritage. Along the way, the client wanted to pursue an altered color scheme (2), changing the tan to a pastel yellow and use a brighter green. After a gestation period, they wanted to use the fonts with a different graphic idea altogether. An abstract smile. It was well received immediately.

It became clear that there was a definite desire to include a dental element in their logo. After numerous variations, the bottom design (3) is the final result. It was the winning design over 58 other global designers.

Ultimately, only two colors were used. All colors were chosen by the client. The client initially found it difficult to choose between the mountain/arrowhead theme and the smile/swoosh. I do favor the former, but it is most important to give the client what they want, not what you want.