ортодонтикс
On its 10th anniversary, Orthodontics, a dental clinic in Krasnodar that has long earned the trust of even the most demanding patients, decided to make a bold transformation. The clinic’s founder, Anastasia Chernokoz, approached us with an ambitious task: to make a graceful leap from narrowly focused branding to a new, authentic vision. And to maintain an impeccable reputation for European-level medicine, where health is the absolute authority.
Moving away from direct medical associations without losing trust is like performing complex surgery: it requires deep professional knowledge, precision, and intuition. We had to find an idea in a creative flow that would become the heart of the brand’s new identity. This is a challenge that the Fortuna bureau is up to.
objective
We developed a conceptual, premium logo that exudes intelligence and elegance. It is a symbiosis of restrained expertise and light, appropriate playfulness.
The feeling of competence and elitism is achieved thanks to the delicate elongated shape of the font. The first and last letters are significantly wider than the central ones. And that’s where the dental charm lies!
Logo
We see an imitation of perfect teeth as the pinnacle of the doctors' skill. The structure and design of the letters set a lofty, delicate, and at the same time deeply professional tone.
We see the bright, snow-white smile of a happy patient. It symbolizes how Orthodontics makes dreams of healthy, beautiful, perfect teeth come true.
This includes a white tie. A visit to the clinic is like a special event, a celebration that brings pleasure, a sense of deep satisfaction, and joy from a warm meeting with beloved doctors.
brand mark
In contrast to the unusual corporate style, the color palette is strict and classic for dentistry. In addition to blue and white, green is also used. This color is used not as the main color, but as an additional, limited color.
Cool neutral tones are supported by black-and-white frames. They are contrasted with lively, bright photographs—warm colors, glowing, natural, and healthy skin.
Cool neutral tones are supported by black-and-white frames. They are contrasted with lively, bright photographs—warm colors, glowing, natural, and healthy skin.
The combination creates a wow effect: it is a stylish, premium background for translating corporate identity. This color palette is receptive to various shades. In limited collections, it can be blended with other color solutions.
color palette
A bold, conceptual corporate identity that is bright and memorable. This is not a restrained medical classic, but an experimental, extravagant choice that will leave no one indifferent.
Patterns, graphics, typography, and texts are arranged according to the author’s grids, built according to the shape of the logo letters and receding into perspective. Some of the patterns are drawn in the shape of rubber bands for braces — a symbolic solution with great attention to small details.
corporate identity
This original design, made up of ribbons and stripes, fits nicely into the overall brand concept. It can be used for limited edition merch collections and printing.
