Orthodontic • Dental • Chiropractice • Medical
your logo is the first step (of many)
Logo
Brand Standards
Brand Collateral
Brand Application
The start of your practice branding:
Logo
What is a logo mark?
The logo mark is the custom-created mark that accompanies the name of your practice. It uses unique shapes, colors, and styles to convey your brand’s personality and messaging to your customers.
What is a word mark?
It’s the name of your practice with unique typeface or font treatments applied. The chosen fonts and the display of your business’s name (all caps, all lower case or initial caps) should be informed by your business goals and your audience.
Fonts
The fonts selected for your brand should help tell your practice’s story. For example, if you’re a dental practice that’s been around for generations, choosing a serif typeface can help to convey that your brand is trustworthy and has history, more so than a playful, handwritten font.
A trained graphic designer can help you decide how to treat the capitalization – or lack of – in your business name. Using all caps may be appropriate to show you’re an industry leader, but that decision should also consider the font choice. All caps when combined with a strong font can feel overpowering or overbearing. It’s important to find the right balance.
Colors
Color is another integral part of your logo and your brand as a whole. A branding specialist will use color theory within your industry to make recommendations. If you’re a surgeon you won’t want your logo to be red, which will likely lead to subconcious thoughts of blood. A pediatric dentist generally is going to feel less welcoming – and may even feel scary – if they choose black and brown as their color scheme.
Your brand should also consider what is typical of your industry. If you’re an orthodontic practice and all your competitors are using blue and gray, a professional will help you find an industry-appropriate color pallette that can distinguish you from the pack.
branding
Many elements of branding have already been covered on this page above. If you’re still here, you’re probably in the market for a new or refreshed logo.
branding pricing
Bare Bones Package
$3,300
- Text & icon-based, custom logo combination, 3 options to pick from
- Three rounds of refinements
- Logo set (horizontal, veritcal, small, large use)
- Final logo files delivered in full color, two color, black and white, one color and reverse
- Color codes
- Typography outline
- One – two page brand style guide
- Social media profile images
- Social media thumbnails/highlight covers
- Brand pattern
- Business card design
- Email signature
- Brand strategy deck (examines competitors and gives a summary of their branding and messaging, provides tips on applying branding to other outlets, i.e. HR forms, in-house signage, etc)
- One set of marketing mockups (2-3 pieces: billboard, print or digital ad, brochure, etc.)
Momentum Package
$4,150
- Text & icon-based, custom logo combination, 3 options to pick from
- Three rounds of refinements
- Logo set (horizontal, veritcal, small, large use)
- Final logo files delivered in full color, two color, black and white, one color and reverse
- Color codes
- Typography outline
- Three – five page brand style guide
- Social media profile images
- Social media thumbnails/highlight covers
- Brand pattern
- Business card design
- Email signature
- Brand strategy deck (examines 2-3 competitors and gives a summary of their branding and messaging, with suggestions on how to differentiate from these competitors)
- Style guide includes tips on applying branding to other outlets (HR forms, in-house signage, etc)
- Brand strategy kick-off meeting
- One set of marketing mockups (2-3 pieces: billboard, print or digital ad, brochure, etc. with content provided)
All Set (Let's Go) Package
$6,200
- Text & icon-based, custom logo combination, 3 options to pick from
- Three rounds of refinements
- Logo set (horizontal, veritcal, small, large use)
- Final logo files delivered in full color, two color, black and white, one color and reverse
- Color codes
- Typography outline
- Five – seven page brand style guide
- Social media profile images
- Social media thumbnails/highlight covers
- Brand pattern
- Business card design
- Email signature
- Brand strategy deck (examines 2-3 competitors and gives a summary of their branding and messaging, with suggestions on how to differentiate from these competitors)
- Style guide includes tips on applying branding to other outlets (HR forms, in-house signage, etc)
- Brand strategy kick-off meeting
- One set of marketing mockups (2-3 pieces: billboard, print or digital ad, brochure, etc. with content provided)
brand identity standards
Brand identity standards, also known as brand guidelines, are a written set of rules that outline and define how a brand should look, feel, and communicate. Depending of the breadth of your identity standards, it may also include how your brand should not look, plus improper treatment for your new logo. The identity guidelines help ensure that your brand is consistent across all platforms and in different markets, which can help build brand recognition and trust with customers. The more consistent your brand, the more likely you are to be remembered. The more you are remembered, the more customers can utilize your business.
Brand identity standards (of varying detail) come with each each branding package, Bare Bones and above.
brand application
Hiring someone to design your logo is just the first step of your branding, maintaining consistency with your brand is the much larger step. Creating a strong brand is part of the process. Maintaining consistency with your brand across all marketing and communications outlets (website, email signatures, new patient materials, in-house/staff documents, ads, billboards, etc) is what pushes your brand and practice to the top of the pack.
If Invisalign used a different font and color scheme in every one of their ads, they’d have far less brand recognition. Consistency is one of the things that has made them a globally recognized brand.
Remember, the average lead will engage with and view your branding more than seven times before they take their first action. If each of your maketing materials looks different, it’s going to take more than seven touches to cement the contact with your business in the memory of your leads.
If you plan to hire someone to execute your marketing and brand application, it’s wise to create your brand standard guidelines first.
Picture a chef who is starting a new resaurant. In her head, the chef knows what she wants each dish to look and taste like, so she doesn’t write down the recipe. Then the chef hires a kitchen staff. Without written directions and recipes to reference, each member of the chef’s staff will inevitably make changes to the recipes. With each touch from a new team member, the recipes change and change until the soup (your brand) becomes watered down and is no longer recognizable.
Before you pass off your marketing and communications to another person who has a very different set of opinions and experiences than you, it’s imperative that the “recipe” be written down.
brand application pricing
A minimal logo guideline option is offered in all branding packages. The included brand identity guidelines explains only the different versions of your logo and when to use them (in the Bare Bones Package) to logo use, color codes, brand typography, plus 2-3 collateral examples (in the All Set Package).
For more comprehensive branding application, a longer working agreement is required. This allows us to continue evolving the brand for application on in-house/staff training documents, new patient materials, specialist referral materials, patient referral processes and pieces, and more. I recommend having a set of pieces designed for each of your marketing channels so an in-house team can reference the “recipes” later, should you choose to go that route.
Pricing is based upon the scale and length of work, starting at $1,250.