I am helping with the marketing of a group of orthodontic practices which was recently acquired. The practices used to be independent practices which we are rebranding as Straight Smiles Australia.
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The target audience for orthodontists is segmented and includes teenagers and their parents (who make the buying decision), young adults (especially females) and even some middle age adults. The majority of orthodontic patients are aged 40 or younger, therefore the design should be modern, fresh, fun and clean looking
We need a logo which is modern, simple, fun and clean looking. Please keep in mind that the logo will be used at a variety of locations, which will need location specific logos, letterhead and marketing materials to use in their local community. For this reason, the 'Straight Smiles' part of the logo should be the creative part, with the location being interchangeable. So, for example, we want a logo design for the corporate website which will be 'Straight Smiles Australia'. But we should easily be able to change the word 'Australia' to 'Caroline Springs' which is one of our locations.