From my first meeting with the client, Doctor Pereversoff, several aspects stuck out as being important values to him. Firstly, it was obvious from the doctor’s office decor, style, and hobbies that he loves the outdoors. Specifically speaking, his high level background in alpine skiing and frequent weekend trips to Jasper, reveal that he wanted his visual identity to reflect his love for the mountains.

The second important aspect that Dr. Pereversoff outlined was his value of family and history. This was made apparent to me as I learned his father passed the dental practice down to him, and that his place of work is a historical building. Further to this point, Dr. Pereversoff also has kept a lot of the original architecture and decor of this historical building, going as far as to have an old dental chair on display in his waiting room!

It was these values that the client holds, that I was inspired the logo and the visual identity. The logo for the system embodies these values by incorporating familiar roots into the concept through use of an alpine tree, and blended mountain terrain imagery.

The choice of blues on the logo reflects not only the nature and outdoorsy feel of the branding, but also reflects the client’s favourite colour. In addition, the choice of four varying shades of blue lays the foundation for the 3D texture, alluding to the mountainous terrain effect of the logo icon.