Based in Jupiter, Florida, Ritter + Ramsey has been serving their community for more than 15 years, becoming the premier general and cosmetic dentistry office along the way. Drs. Ritter and Ramsey approached us for a rebrand, looking for a corporate identity that more accurately reflected their practice. They wanted simple but bold, high-end and strong, subtle yet sophisticated.

We landed on a black on black theme to achieve the balance of simplicity and luxury. The carefully stacked and kerned typeface logo with the “+” sign accomplishes an elegant look and feel. The varnish and unconventional logo placement allows the logo to fill a large area without being overwhelming, creating an elevated yet out-of-the-box look. Meanwhile, the use of black and white created interesting contrast while keeping production costs low.