Your Logo and Tagline

Guidelines for Practice Success | Managing Marketing | Defining and Managing Your Brand

Ideally, the logo for your practice will serve as both a visual representation that reinforces the positive aspects of your brand and a reminder of what sets it apart from other practices in the community. Some dentists hire a graphic design or marketing professional to help create their logos; others go it alone or opt not to use visual images but instead rely on text alone.

While the choice is yours, keep in mind that even if you decide not to use any graphics, the size and style of the font used on stationery and in your ads can leave a lasting impression and should always be consistent.

Remember that the purpose of all of your marketing efforts, including the design of your logo, is to encourage the patient to begin or continue his/her relationship with you and your practice.

Take a look at the logos used by others dentists in your area or your specialty. What makes them stand out? How could they be improved or more evocative, more effective? Keep those thoughts in mind when developing your own logo.

The following Dos and Don’ts for Dental Logos offers tips on what to do – and what to avoid – when creating or approving your logo:


Dos and Don’ts of Dental Logos


  • Keep the logo and any text simple, easy to read and legible.
  • Make sure the logo is memorable and easy on the eyes.
  • Document the first use of your logo.
  • Trademark your logo. You can get started on that by reviewing the United States Patent and Trademark Office’s (USPTO) information on Trademark basics: What Every Small Business Should Know Now, Not Later.
  • Experiment with type fonts, but avoid any that are too elaborate since they can be difficult to read.
  • Be consistent and use the same colors and “look” in your signage, website, flyers, postcards and other marketing materials.


  • Don’t use clichés.
  • Don’t use images of teeth, toothbrushes and/or dental instruments.
  • Don’t use elaborate shapes.
  • Don’t be too wordy.
  • Don't use more than two fonts or more than three colors.

Practices with effective brands and strong names typically don’t need a tagline or some type of catchy statement that finishes telling the story you want to share. When used correctly, taglines stress why patients should be seen in your practice instead of the one down the street. Oftentimes, dentists assume that everyone, both active and prospective patients, knows what services they offer. A good tagline can provide that information.

So what makes a tagline good? Keep it simple, benefit-driven and separate from your logo. Keep in mind that your tagline will help create and reinforce patient expectations so be sure it communicates something you know you can deliver, such as “Compassionate Care.”


The USPTO’s Trademark basics: What Every Small Business Should Know Now, Not Later