DENTISTRY
Brand Identity Manual
On the most iconic boulevard in Fort Lauderdale, where the Atlantic breeze meets urban sophistication, a new standard in dental care is taking shape. Las Olas Dentistry is not merely a practice. It is a declaration that clinical excellence and coastal living belong together.
Brand Promise
Where clinical precision meets the art of living well.
Every procedure reflects the highest standard. From implant placement to preventive care, precision is non-negotiable.
We treat families, not cases. The patient experience begins with genuine connection and ends with lasting trust.
Las Olas Boulevard is our identity. The relaxed confidence of South Florida runs through everything we do.
Advanced technology in service of timeless care. Digital workflows, guided surgery, and same-day solutions.
A restrained palette anchored in deep navy and elevated by gold. Colors signal trust, warmth, and coastal sophistication.
Primary Pair
Navy + Gold · Core identity
Digital Pair
Ocean + Pearl · Web, digital UI
Action Pair
Coral + Navy · CTAs, urgency
✓ Do
Use Navy as the dominant background color (80%+ of layouts)
Apply Gold sparingly for maximum impact, like fine jewelry
Use Ocean Blue to differentiate from Bayview's palette
Maintain high contrast for text legibility on all backgrounds
Use the gold gradient for metallic effects on logos and accents
✗ Don't
Never use Gold as a background color for large areas
Avoid placing Coral text on Ocean Blue backgrounds
Do not use Trust Green in primary branding, only for UI signals
Never approximate colors. Use exact hex values at all times
Avoid pure white (#FFFFFF) backgrounds. Use Pearl instead
Primary Heading Face
Aa
Playfair Display
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 · !@#$%
Body Text Face
Aa
Inter
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 · !@#$%
Display / Navigation Face
Aa
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 · !@#$%
Type Scale
Display / 48px / Playfair 700
Coastal Excellence
Use for hero sections, cover slides. Wide tracking optional.
H1 / 36px / Playfair 700
Premium Dentistry
Primary page headings.
H2 / 28px / Playfair 600
Our Approach
Section headings within a page.
H3 / 20px / Montserrat 700
Service Category
Sub-section headers, card titles.
Body / 15px / Inter 400
At Las Olas Dentistry, every detail of your experience has been considered. From the moment you walk through our doors to long after you leave, we are committed to care that feels as good as it looks.
Primary body copy. Line height 1.7 for readability.
Small / 12px / Inter 500
Supporting text, metadata, and secondary information. Used for captions and UI labels.
Supplementary copy, footnotes, meta.
Caption / 10px / Montserrat 700 / Uppercase
SECTION LABEL · NAVIGATION
Labels, navigation items, overlines. Always uppercase with wide tracking.
Letter Spacing Guide
Display / Hero text: 0.3em - 0.4em (wide tracking, luxury feel)
Navigation / Labels: 0.15em - 0.25em (elevated, structured)
Body text: default or -0.01em (natural reading flow)
Headlines: 0 - 0.02em (maintain readability at scale)
Three strategic directions, each engineered to convey premium coastal healthcare. Metallic gold gradients signal prestige. The chosen mark will anchor every brand touchpoint.
The Crown
Elegant wordmark with a subtle wave-crown element above the center. The wave evokes both the ocean and a crown of excellence. Wide letter-spacing conveys luxury.
The Wave Mark
Iconic tooth silhouette integrated with ocean waves, forming an abstract mark. Gold gradient on the symbol paired with a refined wordmark. Works as icon and full lockup.
LO Monogram
Intertwined "L" and "O" with elegant curves and metallic gold gradient. Functions as a standalone symbol for favicons, uniforms, and embossed applications.
Light Background Application
Navy on Pearl
Symbol on Pearl
Monogram on Pearl
Clear Space
Maintain minimum clear space equal to the height of the "O" in "OLAS" on all sides of the logo. This ensures legibility and visual impact across all applications.
Minimum Size
Full lockup: 120px wide (digital), 30mm (print). Monogram alone: 24px (digital), 8mm (print). Below minimum, use the monogram only.
Logo Misuse
Do not rotate
Do not stretch
No drop shadows
No off-brand colors
Visual assets must feel authentic, warm, and premium. Every image should reinforce the connection between clinical precision and coastal comfort.
Clinical
Clean, modern equipment shots. Soft lighting, shallow depth of field. Technology feels approachable, not intimidating.
Lifestyle
Patients in natural settings. Genuine smiles, not posed. Capture the confidence that great dental care provides.
Team
Dr. Johnny and the team in action. Candid, professional, human. Show the expertise behind the brand.
Facility
Modern, welcoming spaces. Architectural details, warm lighting. The practice as a premium environment.
Color Grading
Warm, natural tones with a subtle golden cast. Shadows lean navy, highlights lean warm cream. Avoid heavy filters or overly saturated edits. Skin tones must always look natural and healthy. Think golden hour on Las Olas Boulevard.
Video Direction
Authentic, warm, and professional. Smooth camera movements, never shaky. 24fps for cinematic feel. Background music: ambient, uplifting, no lyrics. Voiceover tone: confident but caring. Feature Dr. Johnny as the face of the practice.
Real assets from Dr. Johnny's media library to be integrated during production phase.
Las Olas Dentistry speaks with the relaxed confidence of South Florida and the authority of clinical expertise. Never stiff, never casual.
Confident
We know our craft. Statements are clear and direct, backed by expertise. No hedging, no uncertainty.
Caring
Warmth is present in every word. We speak to families, not demographics. Empathy is genuine, never performative.
Coastal
The tone carries the easy warmth of Fort Lauderdale. Language is polished but never pretentious. Think boulevard, not boardroom.
Clinical
When we discuss procedures, we are precise and educational. Complex topics become accessible without being dumbed down.
Tone Across Contexts
Advertising
Bold, aspirational, direct. Short sentences. Strong CTAs. Focus on transformation and confidence.
Website
Warm and informative. Balanced between emotional appeal and clinical credibility. Conversational but elevated.
Email / SMS
Friendly and personal. First-name basis. Brief, respectful of their time. Always include a clear next step.
In-Person
Natural, reassuring, unhurried. Use the patient's name. Explain before you do. Celebrate outcomes together.
Language Guidelines
Words We Use
Words We Avoid
Tagline Options
Where Smiles Meet the Shore
Precision. Warmth. Las Olas.
Your Smile, Elevated
All paid media must maintain premium brand perception. These templates ensure consistency across Meta, Google, and display networks.
Meta Ad Template
Las Olas Dentistry
Sponsored
Your Best Smile
Starts Here
Premium dental care on Las Olas Boulevard. Family dentistry, implants, and cosmetic services with Dr. Johnny Moraes.
lasolas.dental
Google Search Ad
Las Olas Dentistry - Premium Care in Fort Lauderdale
Family dentistry, dental implants, and cosmetic services on Las Olas Blvd. Dr. Johnny Moraes. Book your consultation today.
CTA Button Variants
Image Overlay Rules
Always use a navy-to-transparent gradient overlay on photos (bottom-up or left-to-right). Text on images must meet WCAG AA contrast. Maximum two lines of overlay text. Logo watermark positioned bottom-right at 60% opacity.
Every digital touchpoint must feel cohesive. From the website hero to the SMS reminder, the brand is always present.
Landing Page Structure
Where Smiles Meet the Shore
Premium dental care on Fort Lauderdale's most iconic boulevard
Email Template
LAS OLAS
DENTISTRY
Hello Sarah,
This is a friendly reminder about your upcoming appointment with Dr. Johnny Moraes on Thursday, June 12 at 2:00 PM.
Las Olas Dentistry · Fort Lauderdale, FL · [PHONE NUMBER]
Form Element Styling
Social Media Standards
Profile photo: LO monogram on navy circle with gold border. Cover image: dark navy with centered gold logo. Bio format: "Premium dental care on Las Olas Blvd, Fort Lauderdale. Family, Implant & Cosmetic Dentistry. Dr. Johnny Moraes."
SMS Tone Guidelines
Hi Sarah! This is Las Olas Dentistry. Just a reminder that you have an appointment with Dr. Johnny tomorrow at 2:00 PM. Reply C to confirm or R to reschedule. See you soon!
Always use first name. Keep under 160 chars when possible. Include clear action. Friendly, never robotic.
Tangible brand touchpoints must carry the same premium weight as our digital presence. Every physical item is a brand ambassador.
Business Card - Front
LAS OLAS
DENTISTRY
Business Card - Back
Dr. Johnny Moraes
Lead Dentist · Implant Specialist
[PHONE NUMBER]
[EMAIL ADDRESS]
Las Olas Boulevard, Fort Lauderdale, FL
LAS OLAS
DENTISTRY
Office Signage
Backlit gold lettering on dark facade. Dramatic, visible from the boulevard. The sign itself is a brand statement.
LAS OLAS DENTISTRY
Your Next Appointment
Date: _______________
Time: _______________
Appointment Card
Pearl card stock, gold foil logo, navy text. Hand-writable fields. Small, elegant, memorable.
Uniforms
Navy scrubs with embroidered gold LO monogram on left chest. Clean, professional, unmistakably branded.
Two distinct brands under Dr. Johnny's practice. Each serves its own community with a unique visual identity. Differentiation is critical to avoid cannibalization.
LAS OLAS
DENTISTRY
BAYVIEW
DENTAL
Anti-Cannibalization Strategy
Dr. Johnny's Presence
When Dr. Johnny appears in Las Olas content, he wears Las Olas branded scrubs. Separate social profiles. Never cross-tag between practices.
Geographic Targeting
Las Olas targets Las Olas Blvd corridor and east Fort Lauderdale. Bayview targets western neighborhoods. Separate ad geo-fencing with 1-mile buffer.
Visual Guardrails
Las Olas uses Ocean Blue accent. Bayview never uses Ocean Blue. Different secondary fonts if needed. Gold tones are distinct (warm vs bronze).
A phased approach to brand deployment. Each phase builds on the last, ensuring a seamless transition from concept to reality.
Deployment Timeline
Foundation
Weeks 1 - 2
Finalize logo direction. Deliver brand asset kit (logos, colors, fonts). Set up Google Fonts and design tokens. Create master template files.
Digital Launch
Weeks 3 - 5
Build landing page with new brand. Configure email templates. Update social media profiles. Set up branded ad templates in Meta Business Suite.
Physical Production
Weeks 4 - 7
Order business cards, appointment cards, and stationery. Commission signage fabrication. Source branded scrubs and uniforms.
Campaign Launch
Weeks 6 - 8
Launch paid media campaigns with new creative. Begin organic social content calendar. Monitor brand consistency across all touchpoints. Optimize.
Implementation Checklist
Responsibility Matrix
Where Smiles Meet the Shore
Prepared by
KRZ Acelerador Empresarial
Daniel Martins, Founder