01 / SELECTED WORK
Graphic Design
Building a complete identity around an established brand.
CLIENT
King Street Dental Surgery
INDUSTRY
Healthcare / Dentistry
SERVICES
Brand identity refresh & expansion
YEAR
2025
01 / OVERVIEW
King Street Dental Surgery had an established logo, but no wider visual identity. Studio Gio refreshed and expanded that starting point into a coherent brand system, with flexible logo lockups, typography, colour, patterns and practical usage guidance.
THE CHALLENGE
The challenge was to build consistency around the existing brand, preserving recognition while giving the practice a clear visual language across print, digital and its physical environment.
THE APPROACH
A calm, contemporary direction pairs generous space and confident typography with a restrained off-white and near-black palette. The existing logo became the foundation for a flexible identity rather than a brand created from scratch.
OUTCOME
The identity includes badge, horizontal, compact, vertical and wordmark formats, with light and dark versions for different spaces. Off-white #F9F9F9 and near-black #0A0909 sit alongside Golos Text, Silk Sans and supporting patterns. Application mockups show the system across signage, scrubs and stationery; the guidelines explain contrast, clear space and appropriate logo use.
A complete identity toolkit gives King Street Dental Surgery a consistent foundation for future communications. The brand guidelines bring positioning, design direction, assets and usage rules together in one practical reference.
NEXT PROJECT
AquaCopia
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