The corporate design of this dental practice is based on a typographical concept, which is applied to the whole visual appearance. The word mark is printed in a horizontal line with equal letter-spacing, similar to a row of teeth in the upper and lower jaw. Family name and first name are merely separated by different font styles. A condensed typeface mimics the vertical lines between the teeth. In addition, a series of pictograms visualises the services of the dentist and creates an additional image plane.