Rebranding a Local O’Fallon, IL Orthodontics Practice
Visual Lure recently worked with a local orthodontic practice to refresh their logo and implement a subtle rebrand in preparation for their upcoming move to a new location. Because the practice is already well established and widely recognized in the area, it had built strong brand equity over the years. With that in mind, our initial approach was to preserve the familiarity of the existing brand while giving it a more refined and contemporary feel. Rather than reinventing the identity, we proposed a thoughtful logo update that would modernize the look while maintaining the elements patients already associate with the practice.
Here was our initial proposal:
OUR ASSESSMENT of THEIR EXISTING LOGO:
Updated/refined proposed logo:
Sample of usage:
After reviewing the initial concept, they asked if we could incorporate a sun element to reflect their new tagline, “Share Joy, Smile Bright”. They had also selected a new color palette inspired by the colors chosen for their upcoming location, which they wanted the refreshed identity to reflect. In addition, they felt the typeface we selected for ORTHODONTICS wasn’t quite the right fit, so we explored alternative font options that better aligned with the updated direction.
New color palette and final approved logo:
…and the final logo lockups:
…we also knocked out some additional brand elements / spot illustrations using the same style as the logo:
…and last but not least a business card:
BEHIND THE SCENES WORK
We also presented an additional concept to ensure the updated logo was truly what they wanted. This option explored a cleaner, more modern approach, giving them the opportunity to consider a bolder evolution of the brand before committing to the initial direction.
This proposed logo explained:
Is you brand ready to evolve?
Every brand reaches a point where it needs to evolve. Sometimes that means a subtle logo refinement to modernize the look while preserving hard-earned brand recognition. Other times, it calls for a more significant rebrand that reflects growth, new services, or a new direction. The key is finding the right balance between honoring the past and positioning the brand for the future.
In this case, the goal was to maintain the strong brand equity the practice had built in the community while introducing thoughtful updates that aligned with their new location, new color palette, and uplifting new message: “Share Joy, Smile Bright.” By exploring multiple directions—from a refined update to a more modern interpretation—we were able to help guide the process and ensure the final result felt both fresh and familiar.
If your business is starting to feel visually outdated, preparing for growth, or simply looking to strengthen how your brand is perceived, a logo refresh or full rebrand can make a powerful impact.
At Visual Lure, we specialize in creating professional eye-catching designs that help businesses stand out and make lasting impressions. Whether you need a completely new logo, a strategic brand refresh, or a thoughtful evolution of your existing identity, we’d love to help bring your vision to life.
Ready to elevate your brand? Contact Visual Lure today to start the conversation.
As I started running out of ideas, I looked for more out-of-the-box ways to represent 25 and thought of Roman numerals. What better approach than to parody some classic Super Bowl logos—just had to sneak an eyeball in there. (The graphics shown here are unofficial, fan-created parody designs. They are not authorized, endorsed, or sponsored by the National Football League, the Super Bowl, or any related entities. No commercial use is intended and these designs will not be sold or distributed.)
