Premium Dent is an exclusive dental clinic specialized in cosmetic dentistry, based in Zagreb (Croatia) and Shift was hired to design their corporate identity. Since the clinic provides surgical services, and an identity must be appropriate for the business it represents, we decided to imply medicine and competence primarily through the use font. Sans serif font with a light option was used, so the word mark PREMIUM DENT resembles the shape of dental / medical instruments. Gray typically is a neutral color, and through the combination of three gray shades in the logo design the identity additionally communicates the sterile and professional appeal of a clinic. In order to break this formality in layout and appearance of the identity , the letter 'D' has been transformed into a smile line to visually describe a smiling and satisfied patient.