Brand Style Guide
Revised February 2022
After 40 years of providing dental care in the Fargo, Moorhead and West Fargo area, Dr. Marvin Ugland decided it was time to retire. He sold his practice to Dr. James Johnson to continue the tradition of highquality dentistry. Then in January of 2018, Dr. Johnson helped fellow dentist Dr. James Colbert begin his journey to retirement. With that, Fargo Family Dentistry became Saving Smiles Dentistry, and our team grew! In June of 2019, Saving Smiles Dentistry welcomed Dr. Kenneth Bartholomew to the practice as an associate. Then in late 2021, Dr. Kenny became a partner in Saving Smiles Dentistry with Dr. Johnson. We believe in creating a relaxing environment in our practice. Our office features many amenities to keep our patients as comfortable as possible. Our team loves to interact with all our patients, and help them understand their dental health and answer any questions they have. In addition to creating a family friendly practice, Saving Smiles Dentistry is committed to treating patients whether they have dental insurance or not. To help families and individuals without insurance, we developed an in-house program that will help you receive discounts on our dental services.
Who is Saving Smiles?
Genuine care, grateful patients.
Our Tagline
We want patients of all ages to see Saving Smiles as the go-to practice for genuine, high-quality dental care. One way to achieve this is by creating and utilizing a brand voice that is clear, consistent, and familiar. Based on our discovery session, we’ve identified three themes from which we can begin to build the Saving Smiles brand voice.
Warm & Welcoming Let’s face it: no one gets excited to go to the dentist. Many of us have had less-than-pleasant experiences with cavities and cleanings, and some still avoid booking appointments at all costs. With this in mind, we want to avoid coming off as sterile and cold, the way many of us picture a dental practice in our heads. Rather, we want to convey a sense of warmth that shows patients that we will do everything we can to make their appointment as comfortable, painless, and enjoyable as possible.
Honest We want people to know that with Saving Smiles, what they see on our website is what they will get. Whether this means being transparent about pricing or realistic about what to expect at an appointment (no matter how hard we try, a root canal isn’t going to be the best day of someone’s life), honesty is the best policy with our brand voice.
Wise (Yet Humble) With a combined (#) years of experience in the field, we know what we are doing. We want to let our patients know that when they come to Saving Smiles, they are getting the highest quality dental service in the region–but we don’t want to come off like we are bragging. Like the celebrity role model we identified (Matthew McConaughey), we should let our expertise speak for itself.
Brand Voice
Words to use:
Example:
Words to avoid:
Quality
“Our experienced doctors
Bragging terms like “the best”
Comfortable Understand
are here to provide the compassionate, quality care you need, when you need it.”
Family-Friendly Welcome Expert(Ise) Care Timely Community Experience Help
Brand Voice
Overly technical terms/medical jargon
Primary Logos
Dr. Johnson | Dr. Kenny Saving Smiles Logo_horizontal-k
Saving Smiles Logo_horizontal-rev
Saving Smiles Logo_horizontal-doctors’ name
Secondary Logos
Saving Smiles Logo_vertical-k
Saving Smiles Logo_vertical-rev
Saving Smiles Logo_horizontal-k
Saving Smiles Logo_horizontal-rev
Saving Smiles Logo_icon-green
Saving Smiles Logo_icon-gray
Saving Smiles Logo_tagline-k
Saving Smiles Logo_tagline-rev
Logo System
Saving Smiles Logo_horizontal-k
The primary logo should be considered the first choice for all designs.
1’’
The logo should never be used at less than 1” wide.
No elements which would reduce the legibility of the logo should encroach the space between the logo and the dashed-lines above. This area must always be a clear of any elements and is equal to the height of the letter “s”.
Logo Rules
The reversed (white) logo should be used when the background is too dark to allow the primary logo to be legible.
Never alter the logo in any way including distortion, adding a drop shadow, or changing the proportions of the elements within the logo.
Smile Green
Warm Gray
Black
Enamel White
#5c8367
# b3bbbc
# 2b2627
#ffffff
C: 67 M: 32 Y: 66 K: 11
C: 30 M: 20 Y: 22 K: 0
C: 68 M: 67 Y: 63 K: 68
C: 0 M: 0 Y: 0 K: 0
R: 43 G: 38 B: 39
R: 255 G: 255 B: 255
R: 92 G: 131 B: 103
R: 179
G: 187 B: 188
Saving Smiles Colors
New Order
Century Gothic
Example Headline
LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 . ! ? & $,:;
REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 89.!?&$,:;
Example Sub-headline
REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 . ! ? &$,:;
ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 89.!?&$,:;
MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 . ! ? &$,:;
BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn sOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 89.!?&$,:;
BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn sOo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 .!?&$,:;
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New Order Bold, 19 pt New Order, Semibold, 13 pt Century Gothic Pro, Regular, 10 pt, 15 pt leading.
Typography
These icons are used throughout many printed and digital Saving Smiles marketing material. Each icon utilizes the official Saving Smiles icon in conjunction with a unique shape to represent the three different service types that Saving Smiles provides.
Cosmetic Dentistry
Iconography
Dental Implants & Tooth Replacement Options
Family & General Dentistry
There are two different colorways for the front of the business cards. The back of the cards must contain the name, title, phone number, email, and address of each individual.
Business Cards
Appointment cards have a different look so as not to confuse with the business cards. The back of the card includes areas to write the date and time of the patient’s upcoming appointment.
Current Address
Appointment Cards
New Address
The official Saving Smiles letterhead must always include the primary logo, phone number, email, and address of the office.
701.237.4297 info@savingsmilesdentistry.com
5285 42nd S, Fargo, 3210 18th St. S,St. Suite B, Fargo,ND ND58104 58104
Current Address
Letterhead
701.237.4297 info@savingsmilesdentistry.com
5285 42nd St. S, Fargo, ND 58104
New Address
Genuine care, grateful patients.
Genuine care, grateful patients. 3210 18th St. S, Suite B, 5285 42nd St. S, Fargo, ND 58104 Fargo, ND 58104
5285 42nd St. S, Fargo, ND 58104
Current Address
Envelope
New Address
Are you without dental insurance?
Are you without dental insurance?
Are you without dental insurance?
Saving Smiles Dentistry offers an alternative that will make you smile.
Saving Smiles Dentistry offers an alternative that will make you smile.
Saving Smiles Dentistry offers an alternative that will make you smile.
Low annual fee:
Low annual fee:
Low annual fee:
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• •
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$49 for an individual. $99 for a family, includes dependents up to age 26. NO yearly maximums, monthly premiums or claims to file. Payments must be made on the day of service.
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$49 for an individual. $99 for a family, includes dependents up to age 26. NO yearly maximums, monthly premiums or claims to file. Payments must be made on the day of service.
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$49 for an individual. $99 for a family, includes dependents up to age 26. NO yearly maximums, monthly premiums or claims to file. Payments must be made on the day of service.
15% savings on in-office services including::
15% savings on in-office services including::
15% savings on in-office services including::
• • • • • • •
• • • • • • •
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Cleanings Exams Fillings Crowns Implants Bridges Dentures
• • • • •
Partials Extractions Veneers Night & Mouth Guards Professional Whitening
Brochure
Cleanings Exams Fillings Crowns Implants Bridges Dentures
• • • • •
Partials Extractions Veneers Night & Mouth Guards Professional Whitening
Cleanings Exams Fillings Crowns Implants Bridges Dentures
• • • • •
Partials Extractions Veneers Night & Mouth Guards Professional Whitening
Gift Certificate