Brummer Orthodontics

Brand identity system for an orthodontic practice based in Baltimore, Maryland that balances liveliness, sophistication, and professionalism.

To create an identity that best represented Nicole and her business, we began understanding her goals and researching the core of her practice. Our research started with a focus on the history of dental alterations, connecting with ancient Egypt. Our research uncovered the meaning behind the lotus flower. Throughout many cultures and religions, the lotus is related to beauty and rebirth and represents spiritual victory. This was a fitting theme as the client left another practice to begin the journey of owning her own practice. After many conversations with Nicole, beauty & confidence became the brand values.

THE WORDMARK & SYMBOL

We worked with the lotus imagery to develop a mark that creates a blooming motion to represent the brand values. The wordmark was an altered variation of Brandon Grotesque.

The main typeface selected to accompany the lotus symbol was Brandon Grotesque, geometric-style sans serif — due to its legibility, simplicity, and elegance. It contains a wide range of weights, and there is also a Brandon Text family available which is great for long-form text. The Rs of the wordmark were altered versions of the original Brandon Grotesque design, adding more drama to the tails and mirroring shapes from the lotus symbol.

We worked closely with the client to develop the color palette. Nicole was keen on using hot pink as the main brand color but needed additional colors that would contrast and work well together in the professional space. We added a contrasting navy, a neutral purple, and soft grey to balance the lively pink.