A clean and approachable dental identity that balances clinical trust with a subtle human smile.
IROV — Instituto de Reabilitação Oral de Viseu, based inside the Hospital CUF Viseu building — needed a brand identity that would earn immediate clinical trust while also feeling personal enough to ease a patient's nerves. Dental branding leans hard on two clichés, the tooth icon and the toothy smile photo, and the challenge was to signal "smile" and "care" without falling back on either.
The mark sets a simple crescent above the wordmark — an abstracted smile reduced to a single curved stroke, so understated it reads first as a graphic accent and only on a second look as a mouth. Set in a clean grey sans-serif type against a cool blue-grey palette, it borrows the restraint of clinical branding while the crescent's soft curve keeps it from feeling sterile, letting the practice's own line, "construímos sorrisos" (we build smiles), carry the warmth instead.
The system extends from illuminated signage and glass-door vinyl at the clinic entrance to backlit wall graphics inside, business cards and tri-fold brochures — each application built around the same close-up smile photography and the recurring crescent motif. Clinical and welcoming read as a single register throughout, so the identity feels consistent whether a patient meets it on a hospital directory or in a printed leaflet.
