NHS Dentist - Fulham, London

Following an expansion into private care alongside their core NHS work, NHS Dentist entrusted DSD to rebrand and refresh their company image. The brief was to embody care and trust with an approachable feel.

The stylised heart motif moves away from the typical 'tooth' imagery, with its shaping forming from the letter 'D' within the name itself. The fingerprint characteristics relate to no two people being the same and every NHS Dentist client being an individual.

Lowercase characters used throughout apart from a bespoke 'D' within 'Dentist', scaled to the same height of the elements. The natural alignment characters vertically produces a tightly packed artwork benefiting from concise positioning, reflecting NHS Dentists precision dental work.