The Hanseatic tooth manufactory is a dental laboratory based in Lübeck. It is currently working for 83 dentist’s offices in 11 states, two practices in Spain, and one in Bahrain.
Due to a change of ownership, there was a need to change the company name of a large existing dental laboratory from Lübeck. At the same time, these changes were taken as an opportunity to generally adjust and modernize the look.
CRENEO conceptualized and designed a new brand image for the Hanseatic company. In addition, CRENEO provided the company with advice for finding a new name.
The derivation of the figurative mark is based on the famous landmark of the city of Lübeck, the Holstentor. The reduced outline of the building symbolizes the company’s headquarters. Vertically mirrored, the shape visualizes an abstracted tooth and this way, also creates a reference to the field of activity of the company.
The new corporate color red stems from the city’s colors. The red is lined by a warm grey tone. The goal when selecting a font is to support the corporate values in a “high-quality” and “modern” way.
The result is a coherent look, which simultaneously transports the company’s headquarters and its field of activity in an intelligent manner. The design package included the office fixtures and different branding measures.
Brand name development