Zahntechnik Jochen Graf

Zahntechnik Jochen Graf is a laboratory for implantology: it is specialized in dental implants, from dentures to any kind of dental prostheses. They aim at no less than excellence and their new identity had to show their particular expertise, their scientific approach, and at the same time, a lab that understands the patient’s needs and therefore is deeply humane.

Studio stg designed a daring identity for a laboratory, by betting on a pastel color gradient to mark the lab’s voice. In fact, the association of colors and their smooth fading presents the lab as a soft and reassuring company, two aspects often forgotten in the common imaginary whenever it comes to dental care. This gradient is used as much as a background for Instagram posts as a thin identifiable line on the sign of the lab, making it look like a medication packaging. We find it again at the bottom of the stationery, as a signature.

The other part of the identity is the use of Wigrum from Production Type, for the all text, logotype included. Wigrum was designed by FEED for the setting of a novel: here, the members of studio stg noticed the reference to geometrical sans serifs from the 1930s, and the rational eye that underpinned these shapes. However, Wigrum was also created with the idea to add a more humane touch to this kind of typefaces: therefore, some optical corrections were added in order to soften the often too abrupt designs of the beginning of the 20th century. Wigrum is pleasant to see and to read, but keeps some originality with the lowercase g, and capital W, R and S, all of which are quite frequent in German spelling. All these aspects of the font yield the image of a trustful company, relying on science and accompanying all projects in their singularity.