It occupies physical space in over 850 locations across the country, making it our most recognized asset. Our logo is our workhorse—it telegraphs who we are and should be used as the primary mark for Aspen Dental across all our communications.
The Aspen Dental logo is composed of a bold and medium cut of Frutiger with slight modifications, to maintain maximum legibility at all scales. Within the logotype—the modified A—can be extracted and used as a graphic element.
The amount of clear space around the logo should be equal to or greater than the height of the “A” in Aspen. This keeps the logo from getting crowded by images, text, or additional graphics.
Our logo is designed to scale. To maintain readability and maximize impact, never reduce the size of the wordmark below 150 pixels wide/1.25 inches wide.
Our 3 primary shades of blue are used when applying color specifically to logo and icon. In most instances a navy logo should be applied when using a white or lighter background, and reverse out the wordmark in white for dark backgrounds.
We want the Aspen Dental logo to look good and be used consistently. Here’s what not to do.
Do not mix colors.
Do not stretch, distort or rotate.
Do not pair with other design elements, including the icon. No double As.
Do not use special effects, such as drop shadows.
Do not place over busy or patterned backgrounds.
Do not isolate in a shape.
Do not separate “Aspen” from “Dental.”
Do not color the peak.
Do not use dated versions of the wordmark.
Our icon is a, bold quick-hitting symbol of our company. It’s most often used when space is limited (e.g. social media or apps) or as a favicon.
Elements of the icon are used to create engaging layouts and compositions within our brand framework. Use an angled line inspired by that of the A to highlight key messages, use the peak inspired by the icon to create fun and surprising graphic elements, or use the icon itself to add layers and visual depth to your design.
Elements
Angle used to point to frame or highlight important messages.
“Peak” used as a graphic element or paired with photography.
Outlined icon layered with photography to add compositional depth.
Usage
Paragraph describing this usage section for the icon. vero eos censes tantas res gessisse sine dubio praeclara sunt, fecerint, virtutem.
A animated.
A illustrated.
A animated.
Rules
Here are a few best practices to keep in mind when building compositions that are using the icon.
Clear space
To maintain optimum visibility and impact retain a designated minimum clear space around our icon. This area should be equal to half the width of the icon on all four of its sides. No visual element or text should ever intrude upon this space.
Scale
Just like our wordmark, our icon is designed to scale. To make sure it’s always readable in print or onscreen, never reduce the size of it below 20px/.25 wide.
To make sure our icon looks and feels its best, refrain from doing the following:
Do not distort the shape or outline of the icon.
Don't change the transparency of the Icon.
Do not pair it with other design elements, including the wordmark.
Do not use it within a line of text.
Do not overlap it with another icon.
Do not crop it within a shape.
