BRANDING BOOK
1. POSITIONING Aerovista Dental should be positioned as a modern and cuttingedge dental brand, but also as an office known for being friendly and personable. The quality of the treatments doesn’t stop at the services provided in their dental chair, it extends to the way that patients are treated and cared for with every visit and each interaction with the brand, leading them to think, “well this place is doings things a little differently.”
Aerovista should revolt against the classic dental office and their tired waiting room looks. To do this, we’re create a brand look that’s modern and fresh, while speaking in a tone of voice that’s credible, confident
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and just a little bit more young and hip than folks are used to.
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2. AUDIENCE Aerovista Dental was created for people, mostly located in the San Luis Obispo area, who value their oral health and are seeking top-
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notch treatment, and a modern and consistently quality experience.
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THE LOOK AND FEEL OF A BRAND IS A HELPFUL WAY TO MAINTAIN CONSISTENCY AND ENSURE THAT THE VISUAL AESTHETICS ALWAYS MATCH THE HEART OF OUR STORY. THESE FOUR WORDS WILL HELP TO ACHIEVE THIS:
MODERN. Modern, fresh and almost a little bit hipster, thus being inspired by the other brands in the SLO area.
NATURAL. Founded by a Dentist that’s young and inspired by the outdoors, we’ll bring a bit of the outdoors into the brand.
COMPETENT.
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With quality work being of the upmost importance, the look and
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feel should convey the sense that they are in skilled hands.
CASUAL. Instead of feeling formal and removed, the brand is approachable, easy to be around, and welcome. Brand inspiration doesn’t come from other dental offices, but places that make you feel welcome and happy: coffeeshops, breweries, and cafés.
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3. TYPOGRAPHY
PRIMARY: ARQUITECTA HEAV Y
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ACCENT: ARQUITECTA BL ACK
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
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abcdefghijklmnopqrstuvwxyz
CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HEX: 000000
CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: FFFFFF
PANTONE 431 C CMYK: 66, 52, 44, 17 RGB: 92, 102, 112
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HEX: 5C6670
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PANTONE 7555 C CMYK: 18, 37, 100, 1 RGB: 212, 159, 11 HEX: D49F0B
4. COLOR
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5. PRIMARY LOGO
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6. LOGO SUBMARKS WORDMARK
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LOGOMARK
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7. COLOR USAGE
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