Cordano Dental, an established dental practice in Yuba City, gets a fresh logo and branding that represent expertise, security, and forward-thinking
O V E R V I E W
Cordano Dental is a family-owned practice leading dentistry in Yuba City, California. This father-son team, with over 50 years of combined dental experience, is all about helping patients put their best smile forward using modern technologies to create solutions that withstand the test of time. 
With comfort and quality driving their mission they wanted to re-introduce this established practice with modern, refreshed branding that would last. 
A P P R O A C H
The letter C represents the Cordano family name and the reputation for quality and professionalism their dentistry has created in the Yuba Sutter community. I capture the dynamic of this established community leader that is continually innovating by pairing a classic, masculine, traditional serif typeface with a geometric, modern sans serif; creating a pairing that offers great contrast, and legibility. A blue color palette of navy and periwinkle create a calming, atmosphere that is also trustworthy and secure. 
My Role: lead creative designer  
Skills: logo development, branding, brand rollout, brand collateral design, responsive web design, client 
Tools: Illustrator, Indesign, Photoshop
logo exploration (above)
P R O C E S S 
The client had a general idea for a direction of their logo design. Based on business needs and industry comparisons I decided on a few key design objectives that would fulfill the client requests and my design vision. 

The logo should include the first initial of the last name of the practice partners, in the final design it appears as a submark that rests atop the full logo. The logo should also include the phrase "cordano dental". These decisions assist in a smooth brand roll-out and consider the user by valuing familiarity and brand and company loyalty. 

I experimented with a number of different logo styles that convey different characteristics like neighborly, timeless, clean, or handcrafted.

round 1 - logo concept presentation

V I S U A L   B R A N D   S T R A T E G Y
Trajan Pro, named after the Trajan column inscriptions, is a celebrated example of Roman lettering, that represents elegance, classicalism and sophistication. The Trajan Column Inscriptions are pillars in Roman society, similar to the way Cordano Dental is a pillar in the greater Sacramento dentistry industry. Avenir, meaning "future" in french, is the secondary typeface. A geometric sans serif that keeps the overall branding legible and modern while silently hinting at the future innovations to come for this practice.
The color palette is anchored by a deep navy and accented with a periwinkle blue. Visiting the dentist can be a scary experience and the color blue symbolizes trust, wisdom, and honesty. The blue color palette can create feelings of calmness, relaxation, and security while inspiring loyalty.

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