Naming & Themes

Forward Dental Name, Identity, Visual System

Moving forward with a new name

More than 20 offices, over 130,000 patients, and 7 different names. It's not surprising patients were confused. Larsen helped a leading Wisconsin dental group establish a consistent presence across the state with a bold new name and a visually compelling identity. The name is based on Wisconsin's state motto, "Forward," and underscores the progressive nature of this growing dental practice. The identity forms a smile from the letters F and D and offers great flexibility across applications — from signage to stationery to shirts to toothbrushes. Larsen also created a visual system to ensure consistent brand application.