The branding of a clinic is a strategic task. An important prerequisite for its promotion is an unique, coherent and positive image. The basis therefore is a profesional corporate design. The goal of the new corporate design was to achieve three main goals: to provide the patients and staff the feel of comfort, to make them like visit the clinic and to make them recommend it to others. The visual identity needed to be distinctive and applicable in an unique way to various media (brochures, business card, website, signage). The idea of the visual identity of dental clinic Musa was developed in two directions. The first was to create a sign (in this case it is a simple monogram),that will put the clinic above the existing logos that we can everywhere see, and that every day, more and more resemble each other. The second direction was to determine a new and distinctive color that will show the ability to implement through the entire interior, signalization, and the printed materials. The inspiration for this monogram we found in one common photo (shown here), which shows who actually are the three letters "M". With a simple but elegant typography the monogram makes a harmonius and distinctive whole.