The Beauty Smile
The Beauty Smile is a specialist cosmetic dentistry practice founded by Patricia Uribe, established in 1996. For this project, I developed the brand identity, creating a logo and colour palette that needed to feel elegant and trustworthy — balancing the luxury, aesthetic appeal of “beauty” with the credibility and expertise expected of a dental specialist.
Services
Web Design
Web Development
Client
The Beauty Smile
Year
2024
Concept & typography
The identity centres on an elegant script wordmark for “Smile,” paired with a classic serif for “The Beauty” above it, a combination that leans into the boutique, high-end feel of a cosmetic practice rather than a clinical one. A delicate flourish above the “S,” styled as a musical note-like mark, adds a subtle, playful signature detail without undermining the overall sense of refinement. “Est. Since 1996” and “by Patricia Uribe” are set in complementary typefaces underneath, grounding the brand in the founder’s personal reputation and long-standing experience.
Colour & finish
The palette moves away from typical clinical whites and blues, instead pairing a rich, deep burgundy background with warm, metallic rose-gold and champagne tones in the logo itself. Supporting colours, deep navy, warm cream, and dark espresso brown, round out a versatile palette that can carry the brand across print, signage, and digital touchpoints while keeping a consistently premium, spa like feel appropriate for a cosmetic dentistry brand.
