The Schmidt Dentistry and Hygiene brand was built and inspired by the Pythagorean Theorum, also known as the 47th Problem of Euclid or 3:4:5:. This symbol teaches Masons to be lovers of the arts and sciences. This fits dentistry perfectly because of the intrinsic need for knowledge and understanding of both the scientific and cosmetic side of dentistry.

As a Freemason, Dr Schmidt’s vision and inspiration drew from his Masonic roots. The symbology, its importance in Masonic teachings and the mathematical properties provided a wonderful basis to begin development of the logo mark. However, it also needed to capture Dr. Schmidt’s personality and passion he holds for both the practice and patients.

“In any right triangle, the sum of the squares of the two sides is equal to the square of the hypotenuse.” (the hypotenuse of a right triangle…which is the longest “leg”…or the 5 side of the 3:4:5:).

As the geometry began to play out, a series of consistent patterns began to emerge. Observing the negative space, it was clear that nearly any shape could be achieved.

The Logo Mark’s Evolution

Soon, it was apparent that the letter “S” could be created by utilizing sturdy shapes exposed by the linear pattern and would make a perfect symbol for the practice utilizing the owners last name. The sturdy and rigid block like shape lends itself as a pneumonic device reenforcing the strong foundational principals of the practice.

As a Grand Master Mason during the later part of the eighteenth century, Benjamin Franklin became another source for inspiration through the building of the Schmidt Dentistry and Hygiene brand.

Owning and operating one of the earlier printing press in the new colonies, Benjamin Franklin favored the typeface Caslon. Used for Franklin’s newspaper, it was also used to print other important documents in history. The most notable being the Declaration of Independence. An interesting article on the typeface and its history can be found on McSweeney’s blog, here.

A long running serif font first designed by William Caslon in 1722 and used extensively throughout the British Empire in the early eighteen century. It was used widely in the early days of the American Colonies and was the font used for the U.S. Declaration of Independence, but fell out of favor soon after. It has been revived at various times since then, in particular during the British Arts and Crafts movement and again each time it went through a redesign for technological changes. It continues to be a standard in typography to this day.

Today, Schmidt Dentistry and Hygiene embraces a brand that captures their belief in a sturdy foundation, faith, community and the ethics of a trustworthy practice.