What would have otherwise been a banal use of a human tooth to indicate a dental brand, was taken to a new level. It was accomplished by morphing the tooth to resemble both a dental implant and a diamond. Additionally, the diamond is stylized in a manner that looks like laser etching, rather than the traditional diamond shape we know from the world of jewelry. The intricate geometrical mesh of this logo adds a hi-tech feel to it, which is an inherent part of the brand.

The typography and color choices were also rooted in tradition while at the same time pushing its limits well into modern, 21st century design. The use of blue and its shades on white and gray backgrounds is done in a way that reinforces the primary message of innovative reliability. The deep ocean blue relays a feeling of calm stability and the teal overtones add gradients and contrasts that resemble LED lights, a symbol of the lab’s innovative approach.