Brand Guidelines

OPTIMIZE DENTAL

GPS for Dental Technology

Version 1.0 | April 2026

Brand Identity

Brand Positioning

Optimize Dental is an independent, product-agnostic dental technology consulting firm providing expert guidance for dental practices navigating technology implementation.

"GPS for Dental Technology"

Core Values

Independence: Product-agnostic guidance without vendor bias
Expertise: Deep dental technology and operations knowledge
Partnership: Collaborative approach focused on client success
Results: Measurable outcomes and ROI-focused implementations

Logo Guidelines

Logo Sizing

Header Navigation: h-12 sm:h-14 (48-56px)
Footer: h-12 (48px)
Minimum Size: 32px height

Logo Don'ts

Do not stretch or distort the logo
Do not change the logo colors
Do not add effects (shadows, gradients)
Do not place on busy backgrounds

Color Palette

Primary Colors

Cyan 500
#06B6D4 - Primary CTAs, buttons, links

Cyan 600
#0891B2 - Hover states

Purple 500
#8B5CF6 - Gradient accents

Neutral Colors

Dark Navy
#0F172A - Headings, hero text

Slate 600
#475569 - Body text

Slate 50
#F8FAFC - Light backgrounds

Typography

Font Families

Primary: Geist (font-sans) - All UI text
Monospace: Geist Mono (font-mono) - Code only

Type Scale

Hero Headlines: text-3xl to text-6xl (Bold)
Section Headlines: text-3xl to text-5xl (Bold)
Card Headings: text-xl to text-2xl (Semibold)
Body Text: text-base / 16px (Normal) - STANDARD
Small Text: text-sm / 14px (Normal)
Labels: text-xs / 12px (Bold, uppercase)

Typography Rules

Body text minimum: 16px for readability
Line height: 1.5-1.6 (leading-relaxed)
Use text-balance for headings
Maximum line length: 65-75 characters

Components & UI

Buttons

Primary Button

bg-gradient-to-r from-cyan-500 to-cyan-600 text-white px-5 py-2.5 rounded-lg font-semibold

Secondary Button

border border-cyan-500 text-cyan-500 hover:bg-cyan-500 hover:text-white rounded-lg

Cards

bg-white border border-gray-200 rounded-xl hover:border-cyan-500 hover:shadow-sm

Border Radius Scale

rounded-md (6px): Badges, small elements
rounded-lg (8px): Buttons, inputs
rounded-xl (12px): Cards, modals
rounded-2xl (16px): Hero sections, large containers

Layout & Spacing

Container: max-w-7xl mx-auto
Horizontal Padding: px-4 sm:px-6 lg:px-10
Section Padding: py-12 sm:py-16 lg:py-20

Voice & Tone

Brand Voice

Professional yet approachable. Expert without being condescending. Confident but not arrogant. We are trusted advisors who speak with clarity and purpose.

Writing Guidelines

Use active voice
Be specific with numbers and outcomes
Address pain points, then solutions
Use "you" and "your" to speak directly to readers
Avoid jargon; explain technical terms when necessary

Key Phrases

"Navigate the complexity"
"Independent guidance"
"Product-agnostic"
"Implementation excellence"
"Measurable outcomes"

Accessibility

All digital assets should meet WCAG 2.1 AA standards:

Color contrast: 4.5:1 for text, 3:1 for UI elements
Alt text for all meaningful images
Semantic HTML structure
Keyboard navigable interfaces