V I S UA L B RAND I NG Expanding Beyond Your Logo
When you think of visual brands, an iconic logo might pop into your mind. But logos are only the beginning of visual branding. While a strong logo is a terrific start, there are many other aspects that you should dedicate your time and money to. Here are a couple of tips you can follow to ensure successful visual branding. THE LOGO Start with your logo. You want your customers to notice you, and one way to do that is with a simple yet eye-catching logo. It’s usually the first interaction someone has with your company, so make it memorable. However, it’s important not to let your logo carry everything else. Saul Bass, logo designer for United Airlines and the Girl Scouts of the USA, states, “Logos are a great extension of the internal realities of a company.” A logo is representative and
The theme or design that you chose to represent in your logo should be present in your merchandise and promotional media.
Keep the same color schemes and style for everything, but vary the imagery and design. This helps associate the product with your company without printing the same thing over and over. When your visual brands match, it creates a bridge to your company. CONSISTENCY When your theme is inconsistent, you create mistrust between you and your customers. A changing logo or style will create a sense of uneasiness or suspicion that your company might not be authentic or reputable. Any visual element that you design to represent your company should remain the
gives your customers something easy to remember, but it doesn’t encapsulate your whole business. THEMES When you make promotional materials or certain merchandise, such as business cards or gift cards, the design should relate to your company. This doesn’t mean you should slap the logo on every item.
same. If it’s unavoidable, change it as minimally as possible. Consistency in visual branding builds trust and helps customers recognize you. Incorporating visual branding beyond your logo will bring more positive recognition to your company. Follow these tips to create great visual branding.
TEACHING TIPS:
The Importance of Straight-Line Access
One of the most helpful subjects we address while teaching endodontic therapy is the importance of developing a straight line of access. This refers to the transition zone between the pulp chamber and the canal systems. Having a smooth, straight transition from the coronal chamber to the canals will do the following:
There are many ways to create a straight line of access while accessing the pulp chamber. We typically use a 1958 Bur-Beaver to access the pulp chamber. Once the chamber has been located, we switch to an Endo-Z Bur from Dentsply Maillefer, which is a noncutting endo with a tapered, fluted bur. The noncutting tip can be placed directly on the pulp chamber, and the unroofing of the pulp chamber is completed. Displayed is a perfect example of how the straight-line access is utilized to provide excellent access and visualization into each canal system. The next time you perform endodontic therapy, try this simple technique to unlock the canals and make it easier for you to see, irrigate, and negotiate the canals.
• Provide a repeatable glide path for each canal
• Minimize file fatigue while working the case up
• Increase the amount of light able to enter the canal system to locate additional canals
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