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Mapplewell Dental Centre is a dental practice based in South Yorkshire. Our brief was to create a full identity system that reflected the modern and caring nature of the practice. The thought process behind the logotype was very much conceived by the ‘caring nature’ philosophy of the practice. Our idea was to show ‘caring’ by having two figures, one with its arm around the other to show a caring nature. This basic concept was developed until we ended up with the logotype you see, a very abstract version of the original concept. To embrace the modern nature of the practice, we used a sans serif font, developed a strapline ‘caring for you’ and used a vibrant blue and green as a colour palette. Subsequently we developed the identity system with stationery, practice signage and a literature package.

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