Client: Dr. Georgije Pujić, Pančevo, Serbia, general dentistry
logotype, memorandum, business card and embroidered lab coat, 2024

This general dentistry has been in business in Pančevo, Serbia since 1991. I was commissioned to completely redesign the old logo along with the visiting card and memorandum. The icon has ambivalent meaning. The Cyrillic letter П (P) represents the root canal as well as an implant. Dr. Pujić is an expert in cleaning and healing the root canals along with inserting implants. The color combination uses the cool colors of Bleu de France and lime to signify a painless and easy procedure. Regarding typography I modified the existing geometric font to be more rounded in order to be cohesive with the roundness of the white tooth. The blue frame was completed with the same concept with only one corner being sharp following the shape of the Cyrillic letter Ћ (Ć). Iconography and typography are in symbiosis allowing the design to be conveyed easily to viewers. Dr. Georgije Pujić (др Георгије Пујић) accepted the proposed branding and is using it currently.

2026: Published in Graphis Design Awards 2026, Manhattan, New York City, New York, USA. Honorable Mention