Digital Health Brand Case Study: How Osteoid’s Rebrand Reinforced Its Leadership in Digital Dentistry
The Need
Osteoid, owned by Anatomage, specializes in 3D dental imaging software and digital dentistry solutions. As the company expanded its offerings and solidified its role as an industry leader, it became clear that its existing brand identity no longer reflected its level of innovation, credibility, and precision.
The original logo, developed in the company’s early days, featured a monochromatic gray color scheme, an abstract emblem, and thin, delicate typography. While functional, the brand lacked the authority, distinction, and technological sophistication needed to compete in the fast-evolving digital dentistry market.
Osteoid needed a stronger, modernized brand identity that would:
- Clearly communicate its leadership in dental technology.
- Create a premium, high-tech presence in the 3D dentistry space.
- Ensure brand consistency across digital platforms, software interfaces, and marketing materials.
- Differentiate the company from competitors using generic dental imagery and outdated branding.
The Challenge
Rebranding a company deeply embedded in high-tech dental solutions presented several challenges. Osteoid’s original identity was not just outdated—it failed to communicate the brand’s unique strengths and market position.
The first challenge was visual clarity and differentiation. The old logo’s gray, low-contrast design lacked impact, making it difficult to stand out in a competitive industry. The abstract icon had no clear connection to 3D dental imaging or digital dentistry, and the thin typography lacked the boldness needed to convey technological expertise.
The second challenge was scalability and usability. Osteoid operates in a digital-first environment, where branding needs to function across software interfaces, web platforms, mobile applications, and print materials. The previous logo’s delicate features did not scale well, affecting legibility and recognition in different contexts.
Finally, the brand had to balance modernization with industry credibility. Osteoid needed to feel cutting-edge and forward-thinking while maintaining the trust and professionalism required in the dental and healthcare space.
The Approach
We took a structured, strategic approach to Osteoid’s rebrand. In partnership with their internal designer, our process focused on aligning Osteoid’s visual identity with its technological advancements and market positioning.
We began by conducting a deep analysis of Osteoid’s competitive landscape, target audience, and long-term business objectives. Through stakeholder interviews and industry research, we identified the core elements that needed to be reflected in the new brand:
- Advanced technology – Osteoid’s 3D imaging software is at the forefront of digital dentistry. The new brand had to reflect precision, sophistication, and innovation.
- Trust and credibility – As a key player in dental healthcare, the identity needed to balance professionalism with approachability.
- Scalability and usability – The branding had to be highly adaptable, working seamlessly across software interfaces, websites, presentations, and physical materials.
With these insights, we reimagined Osteoid’s brand identity, focusing on four key design principles:
- A refined, high-tech color palette – Moving from monochromatic gray to a sophisticated deep navy (“Almost Black”) and golden yellow (“Golden Road”), symbolizing trust, excellence, and innovation.
- A bold, modern wordmark – Introducing a stronger sans-serif typeface with rounded, structured letterforms that enhance legibility, confidence, and scalability.
- A dynamic new emblem – Creating a refined, abstract mark that subtly suggests dental precision, 3D imaging, and movement, reinforcing Osteoid’s expertise in digital dentistry solutions.
- A comprehensive brand system – Developing brand guidelines, marketing assets, and digital applications to ensure consistency across all platforms.
The Solution
The final brand identity was designed to achieve three primary goals:
First, it established a premium, high-tech look and feel. The combination of deep navy and golden yellow created an immediate sense of excellence and innovation, while the modernized typography conveyed authority and credibility. The new wordmark was refined for stronger digital legibility, ensuring Osteoid’s brand would remain clear and impactful across all formats.
Second, the new emblem introduced a more meaningful, distinctive visual mark. The abstract shape suggests dental innovation and 3D imaging technology, making it instantly recognizable while maintaining a sleek, modern look. Unlike the old symbol, which lacked clarity, this mark now serves as a strong visual anchor for the brand.
Finally, the rebrand provided a scalable, cohesive system for future growth. The new identity was designed with digital-first applications in mind, ensuring it works effectively across software interfaces, websites, marketing materials, and presentations. With comprehensive brand guidelines in place, Osteoid now has a unified identity that can evolve with its expanding role in digital dentistry.
The Results
The digital health rebrand successfully positioned Osteoid as a modern, premium, and technology-driven leader in digital dentistry. By introducing a refined color palette, bold typography, and a redesigned emblem, the new brand now reflects the company’s commitment to cutting-edge innovation and professional excellence.
The new visual identity helped Osteoid:
- Enhance brand recognition through a stronger, high-contrast logo and distinctive color scheme.
- Establish credibility with dental professionals by aligning the brand with innovation and technological precision.
- Improve digital usability with a versatile, scalable brand system optimized for software, marketing, and professional applications.
Osteoid’s revitalized brand now resonates with both practitioners and industry partners, reinforcing its role as a leader in the future of digital dentistry.