By Tom GeogheganA dental practice is celebrating winning a case against Lacoste for the right to use a crocodile as its logo. But is this a suitable emblem for a service which wishes to emphasise trust and hygiene?
The thinking behind Cheltenham-based The Dental Practice's choice of logo is clear. Dentist = teeth. Crocodile = teeth. So dentist's logo = crocodile.
But there is a risk that it may put off those who are less than keen on the idea of pain. In an industry often associated with drills and discomfort, what is an effective logo?
"Just as a set of teeth are as individual as the patient, a logo has to reflect the individuality of a dentist"
Alex Nicolaou, of the specialist firm Design 4 Dentists, says branding has become ever-more important in the past 10 years as the number of NHS contracts diminishes and services expand into cosmetic surgery.
"If someone is spending £30,000 on their face and teeth, then they want to go to someone who knows what they're doing. Someone may be the best dental surgeon in the world, but if they have a shabby logo then people will think twice about going there."
The main thing is to make sure the logo looks professional, says Mr Nicolaou. He is not convinced that a crocodile is a good advert for oral hygiene.
As with all logo design the key is to appeal to the target audience. A no-frills service that cleans teeth and fills cavities merits a simple - but bright and cheerful - logo as families will make up much of the client list, he says.
And practices are starting to move away from locality-based names. "If you want a more corporate brand, then you have a more dental-related name, like White House or Apple."
Of the branding his firm has come up with, he is most fond of a flower design for a Luton practice that specialises in cosmetic dentistry and goes by the name of Vogue.
"As well as representing the natural curvature of facial contours, the flower petals also evoke softness and the essence of beauty, therefore connecting the identity design with the brand name," he says.
Branding expert Jonathan Gabay says that before devising a logo, a dentist must consider questions such as their specialty and whether there is a competitor nearby.
The logo should work across media, especially in the phonebook, and must instantly communicate their speciality.
Rather than have a picture of teeth or a grinning smile - too obvious, he says - it's better to have a logo that depicts confidence and self-assurance in a more subtle way.
"It's all about positioning and how the service is going to make them feel," says Mr Gabay. "Maybe it's not just about feeling good but also being seen straight away if someone is in pain. Just as a set of teeth are as individual as the patient, a logo has to reflect the individuality of a dentist."
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