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For this project, City Dentistry was seeking a full rebrand as they transitioned leadership and introduced a name change. As a downtown fixture for many years, they were looking for a design reflecting the downtown skyline.

“I couldn’t be happier with My Brand Story and our new logo!” – Dr. Elizabeth Kandel

City Dentistry is a family and cosmetic dental practice in downtown Evansville, Indiana. Their award-winning business has a tradition of quality service since 1948. Drs. Kandel and Standring work to meet your individual needs through a comfortable experience, high quality service, and professional excellence.

In designing this logo, we sought to bring together the downtown icon and a clean, contemporary look.

However, we wanted to avoid a disconnect to their strong tradition and personal service by designing something too sleek. We also wanted to incorporate a font and icon that would not become quickly outdated and could serve effectively for 10+ years.

The clean, yet accessible font (Roboto) worked well for both headline and copy. The specific shade of blue was chosen to reflect a clean, fresh, and professional aesthetic. The gradient provided an added sense of depth to the design.

The resulting logo is one that ideally share’s City Dentistry’s distinct location, embodies their personality, and is easily identifiable.

Learn more about City Dentistry at


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