Rodriguez Family Dentistry Logo

With her practice expanding to a new location, Maricela Rodriguez approached Widgets & Stone to redesign her Family Dentistry that would communicate the energy that distinguishes their team.

The Rodriguez visual identity consists of flexible a system of elements—the logo, typography, and color palette—that ground the Dentistry in fresh, modern aesthetics. The Rodriguez “flower” symbol features a halo of overlapping linear forms of petal shapes, playfully made of the iconic tooth. The brand typeface is styled in bold and all caps to increase legibility and structure, while the looping nature and color palette of the logomark counteract with softness and whimsy.

The logo design required a malleable logo that could work as new partners were added, or even if the practice were passed to another dentist altogether. As a means of remedying the unknown, the logomark was built with the flexibility to alter or remove the surname.

Creative Direction: Paul Rustand; Design: Emily Ricks.