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Partick Dental designed by Freytag Anderson

Logo and stationery with coloured paper and grey board detail designed by Freytag Anderson for Partick Dental featured on BP&O

Design studio Freytag Anderson were recently commissioned by Glasgow based Partick Dental to create a “fresh and vibrant visual identity” for their local practices. The studio saw the opportunity to create a clear concept that would avoid the “usual clichés associated with the industry” and have an inclusivity that would strike a solid balance between minimal, contemporary, inviting and established, through a communicative combination of mark, type and material choice.

Logo designed by Freytag Anderson for Partick Dental featured on BPO

Based around a simple but clever mark that blurs the lines between a P, speech bubble – perhaps a nod to consultation – and a tooth, Freytag Anderson’s solution establishes a minimal but familiar foundation without appearing too literal or expected.

Although featuring prominently and consistently in print alongside a fairly straightforward approach to layout, the identity avoids appearing too logo-centric through the details of a light and underlined accompanying typeface – a choice that delivers contrast to the bold form of the mark and adds a layer of precision, technicality and authority – and a colour palette and material choice that, rather than a clinical white, mixes the fresh and minty sensibilities of green and blue pastels, the energy and vibrancy of a bright yellow, and the urban qualities of a light and dark concrete greys. The high quality of these dyed uncoated substrates is matched by a sliver/white print treatment, a detail more conventional in its presentation of cleanliness, but one that feels appropriate for a dental practice.

Logo and stationery with coloured paper detail designed by Freytag Anderson for Partick Dental featured on BPO

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Logo and stationery with yellow paper detail designed by Freytag Anderson for Partick Dental featured on BPO

Logo and business cards with yellow blue and grey board detail designed by Freytag Anderson for Partick Dental featured on BPO

Logo and stationery with coloured paper and grey board detail designed by Freytag Anderson for Partick Dental featured on BP&O

Logo and folders with grey board and white ink detail designed by Freytag Anderson for Partick Dental featured on BPO

Logo and stationery with yellow and grey paper and board detail designed by Freytag Anderson for Partick Dental featured on BPO

Logo and print with yellow paper and fluorescent green print finish designed by Freytag Anderson for Partick Dental featured on BPO

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Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

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