Dental Deals Canada is an established dental supplies selling business, present on the market for over 15 years.

Its logo was designed roughly around that time, too. The overall look of the logo was tired and the obvious tooth element, though related to the industry, had already been utilized by a Canadian sister company, Dental Brands and a U.S. company Dental Wholesale Direct. In general, I felt that a tooth element in the logo was boringly obvious and lacked “oomph”.

The website was transferred to a new e-commerce platform last year, and now it was time to update the logo. The logo needed to be appealing, bold, strong and I absolutely wanted to incorporate a different unique element, instead of the tooth. Smile as an element is also directly related to the dental industry. I created a unique Smile by combining 2 capital Ds, which stand of course for Dental Deals. I rejected the C (for Canada in the name of the company) as a part of this combination, as the Smile element looked complete without any other additions. Sometimes less is more.

Even though the logo itself has been already developed and launched, the whole identity of the company is still in the works.