The Old Logo
This logo is
definitely erotic and certainly not befitting of a dentist that cares for not
just adult but children.
These are
the type of people Dr. Steve Adubato was referring to in his insightful book “What were they thinking”.
One will definitely be forced to ask ‘what
they were trying to achieve?’
This is a
classical case of lack of congruent between verbal and visual communication.
Thus, this is a perfect example of a logo failure.
They have
since changed their logo.
The new Logo
PR Lesson
Whenever
there is a contradiction between the visual and verbal communication of a
brand, the visual will always supersede the verbal. Therefore, you must always
make sure your verbal communication is in congruent with your visual
communication.
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