Founder review · round 2
Brand directions, on the real product
Focus is the benchmark you preferred for trust and a modern look. Align, Accord and Signal are new directions researched to keep what worked while exploring different territory. Click through the same pages in each, or switch anytime with the Brand control in the bottom-right corner.
Round 1
BenchmarkFocus
Corner-frame mark · Evergreen · Instrument Sans
Two opposing frame corners close in on one point — the right dentist, in focus.
- Strengths
- Founder's pick for trust + modern look; strong at favicon size and in one color.
- Risks
- No literal dental cue; corner brackets exist in camera/scan UI.
Round 2
Research pickAlign
Stepped comparison columns · Deep teal-ink · Schibsted Grotesk
Two stepped columns on a shared baseline — different practices' prices, brought onto the same footing.
- Strengths
- Strongest tie to comparing prices; deep teal-ink reads precise and calm; very high contrast.
- Risks
- Could read as a broken H, buildings or a connector; teal can drift toward clinical.
Round 2
Accord
Offset stepped bands · Dark eucalyptus · Figtree
Two offset stepped bands — separate offers brought into an understandable relationship.
- Strengths
- Most approachable new route; gentle Figtree voice with disciplined numbers.
- Risks
- Hue closest to Focus; eucalyptus can read as wellness; mark may evoke an equals sign or menu.
Round 2
Signal
Notched square + tile · Near-black with plum signal · Onest
A notched square with one detached tile — the relevant detail, located.
- Strengths
- Biggest shift: neutral, information-first UI with a sparse plum signal; highest button contrast.
- Risks
- Square/tile marks are common in software; uppercase may feel institutional; plum is near Sesame.
Earlier round
Reviewed in round 1 and set aside. Still viewable for reference.
Rationale: docs/branding/brand-directions.md (round 1) and docs/branding/brand-research-round2.md (round 2). Logo and icon explorations: design/explorations/.