Work · 2021–2025

Kieferorthopädie Rodenkirchen

Orthodontic treatment stays with a family for years. For Dr Ute Pilot in Rodenkirchen, Cologne, we drew a monogram from two initials and gave it a warm tone and a quiet typeface. From that came everything the practice hands out every day, from the business card to the lettering on the door.

Services
  • Monogram and logo
  • Colours and typography
  • Business cards and stationery
  • Forms
  • Paper bags
  • Signs and window graphics
Year
2021–2025
Visualisation: presentation folder with a large UP monogram, closed and open
The folder. Visualisation.
Starting point

Here, parents decide for their children, and adults often for something nobody is meant to see. Before anyone sits in the treatment chair, they already know the practice: from the card, from the door, from the form in the waiting room.

Personal without feeling private. Precise without being cold.

Monogram

U and P share a stem, and no shape touches another. The eye fills in what is missing, and that is exactly what makes the mark so light.

Strong stems, fine hairlines, small serifs: it reads like a signature, only calmer. A doctor who puts her name to her work.

U curveStemP bowl9.39.39.76.913.710053.8131.4
  1. 01 / 04The U lends the P its back. The U gives up its right half, and the P takes it as its spine. So two initials become one mark that you don’t spell out, you recognise.
  2. 02 / 04One stroke carries all three shapes. Curve, stem and bowl share the same weight. The monogram stays calm, whether on the business card or a metre tall on the window.
  3. 03 / 04The eye fills in what is missing. No shape touches another; the curve of the U ends as a hairline just short of the stem. The gaps make the mark light. And light feels friendly.
  4. 04 / 04Upright, but relaxed. The bowl of the P ends just above half height. So it stands upright beside the U, and the monogram rests wide like a signature.
Typography

Anyone turning a business card over is looking for a name and a number, not a layout. So the name leads. Speciality and degree follow a step quieter, the contact details last. Every line knows where it belongs.

The monogram runs off the edge as a watermark. So even the plainest side carries the practice’s handwriting.

NameSerif, capitals, StoneCap height 3.6 mmSpeciality and degreeSans serif, letterspaced, grey2.0 and 1.6 mmAddress and contactSans serif, grey1.9 mm, website 1.9 mmWatermarkMonogram, croppedFaint tint on whiteBack · 55 × 85 mmFront
  1. 01 / 04The name leads. In capitals, and the only thing in the brand colour. Turn the card over and the first thing you know is whose practice this is.
  2. 02 / 04The qualifications follow, more quietly. Speciality and degree are letterspaced and a step quieter. They confirm the name instead of competing with it.
  3. 03 / 04The details need no rules. Only white space separates address, phone and email. The card stays calm, and every detail is still found at once.
  4. 04 / 04The monogram runs off the edge. Pale enough not to distract. Large enough for the edge to crop it. And suddenly the back carries a signature too.
Stationery

Logo and paper swap roles, and that is all it takes. The monogram sits top centre or runs large across a corner.

So every new piece of print is thought through in minutes, from the appointment card to the paper bag that goes home with you.

Business card55 × 85Back55 × 85Appointment card55 × 85Name badge80 × 20NotepadA6Compliment card210 × 90EnvelopeDLLetterheadA4BackA4EnvelopeC4Bag330 × 230
  1. 01 / 04The business card sets the tone. Front and back simply swap roles. Everything else grows out of that one switch.
  2. 02 / 04Small formats, the same order. Notepad, compliment card and envelope carry the monogram top centre or above the window. Even a scrap of paper tells you at once where it comes from.
  3. 03 / 04The letter has right of way. Monogram at the top, details beside it, and all the rest belongs to what the letter says. The brand keeps politely to the margin.
  4. 04 / 04The brand goes home with you. The bag is printed edge to edge, with the logo left blank. One rule that carries from the name badge to the bag.
Visualisation: portrait-format business cards on terrazzo, the front beige with the UP monogram, the back white with the contact details
Front and back of the business card. Visualisation.
Visualisation: white paper bag with a solid beige panel, UP monogram and address line on the practice’s reception desk
The bag for the way home. Visualisation.
Forms

A practice hands more forms across the counter than letters. So the referral card and the medical history form look like the business card: fine lines instead of boxes, plenty of air, the name top right.

The medical history form also comes as a fillable PDF. Patients fill it in at home, at their own pace, and the first appointment begins with a conversation.

Visualisation: medical history form on a clipboard at reception
The medical history form on the clipboard. Visualisation.
Visualisation: the practice’s referral card, front and back, on terrazzo
The referral card. Visualisation.
Signage

Vinyl lettering in the house typeface labels the X-ray room and the WC, the window becomes a sign facing the street, and on the way out a line on the glass says goodbye.

From the small door sign to a window more than a metre tall, everything keeps the same tone.

X-ray door329 × 104 mmWC120 × 55 mmWindow970 × 1230 mm‘Auf Wiedersehen’638 × 43 mm1 m
  1. 01 / 03The door speaks softly. Inside, vinyl lettering carries the brand’s typeface on. Even the WC looks as if it belongs to the practice, not to the building.
  2. 02 / 03The window becomes the sign. The logo stands on the glass at full size. Anyone outside recognises the same mark as on the business card, only almost twenty times larger.
  3. 03 / 03A parting word. The last piece of vinyl is a single sentence for the way home. From window to door, the practice speaks with one voice.
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Next projectFOCUS Chirurgie

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