Complete care, one calm system.

The primary lockup

The crest — two palms framed inside a tooth — stacked above the TAMPA / DENTAL EXCELLENCE wordmark.

Use the primary lockup wherever space and contrast allow. It is the most complete expression of the brand — crest, wordmark, and proportions in their canonical relationship. Do not redraw, re-space, or rebuild the parts.

File reference
TampaDentalExcellence_Logo · color / black / reversed · SVG + PNG

Minimum size

Never reproduce the logo smaller than the figures below.

Below these thresholds the wordmark loses legibility and the palms blur together. When you need to go smaller, switch to the standalone crest. Minimum clear space on every side = ½ X, where X is the height of the crest.

180 PX · 1.25 INLockup minimum

28 PX · 0.25 INCrest minimum

Match the variant to the surface

Color or inkLight

Reversed · creamPine

Reversed · creamDeep

Reversed · creamAqua

• 01One of three, never a fourthPick the approved variant that meets the background — color, ink, or cream reversed. Do not recolor, redraw, or build a new one.
• 02Keep it upright and levelThe lockup sits flat. It never tilts, arcs, or follows a curve, and it is never set on a busy photo without a solid panel behind it.
• 03Shrink to the crest, not past itBelow the lockup minimum, drop the wordmark and use the standalone crest — down to 28 px, and no smaller.
• 04Protect the contrastColor crest on cream or white; cream crest on pine, deep pine, or aqua. Never place the color crest on a mid-tone where the palms disappear.

Cream-family backgrounds dominate. Pine carries structure and depth — headers, panels, footers. Aqua and Sand together make up the single 10% accent — never washes, reserved for the crest, buttons, highlights, and a single moment of emphasis. When in doubt, use less color and more cream.

Approved pairings · WCAG

The rules

• 01Cream leads, Pine groundsBuild every layout on cream with pine for structure. These two carry the brand before any accent appears.
• 02Aqua & Sand are seasoningsThe crest, one button, a highlight, an italic phrase. Never a full-bleed wash, never body-text behind.
• 03Use the hex values exactlyNo new tints, shades, or gradients. Don't fake a fifth color with opacity. Blush is a support tone, not a headline color.
• 04Reach for Ink and Cream, not pure black or whitePure #000 and #FFF read cold against this palette.

Never

• Gold or aqua behind body copy — both fail AA at text sizes on light.
• Pine text on Ink, or any low-contrast brand-on-brand pairing.
• Gradients, glows, or drop-tints of any brand color.
• More than one accent moment competing in a single view.
• Sand as a large fill on cream — it washes out.

Grenette · display serif

Headlines, the wordmark, big numbers, pull quotes. Set tight and sentence-case. Reserve italic for the one phrase that matters.

DM Sans · text & UI

Body copy, eyebrows, labels, tables, buttons, captions. Quiet and legible at every size. Tabular numerals for tables and proof.

The rules

• 01Grenette heads, DM Sans readsSerif for headlines and display only; never set long body copy in Grenette. Never set a headline in DM Sans where Grenette belongs.
• 02Left, ragged rightSet flush left with a ragged edge. Never justify, never center body copy.
• 03Mind the caseSentence case for headings. ALL CAPS is for eyebrows only — tracked, never long.
• 04Hold the measureKeep lines to 60–75 characters. Longer and the reader loses the thread.

Spacing & detail

Tabular numerals in tables and proof. The em-dash, sparingly. No widows, no orphans — read every headline back before it ships.

Rules of the road

• 01Install Grenette and DM Sans before producing external work.
• 02Embed both in PDFs whenever possible.
• 03Keep the pairing intact — one serif for display, one sans for text. Never mix in a third family.

A motif is the brand's recurring signature graphic — a small shape pulled from the logo that adds brand texture without repeating the full mark. Ours is the leaf that frames TAMPA in the wordmark. Use it small and organic: a leaf on each side of a short label, a single leaf as a section divider, or a faint scatter for texture — rendered in any palette color. Two leaves mirror inward only when they bracket a label; alone or in a row of three or more, they all face the same way. Never grown into a busy, repeating pattern.

From left: too sharp, the small-chip exception, the brand default, and the pill we don't use.

The rules

• 014 px is the defaultButtons, cards, inputs, tags, images, and panels all share one 4 px radius — one value, used everywhere.
• 022 px for the smallest elementsTiny chips and inline swatches may tighten to 2 px so the curve still reads at small sizes.
• 03No pills, no hard edgesFull-radius pills feel too casual; sharp 0 px corners feel cold and clinical. The brand lives in between.
• 04The logo is exemptThe crest's frame is artwork, not a UI surface — never apply the corner radius to the mark itself.

Buttons

Tags & status

Rules

• 01One primary per viewPine fill for the main action; it deepens on hover. Never two solid CTAs competing.
• 02Secondary is quietOutline or ghost for everything else — they support the primary, never out-shout it.
• 03One soft cornerThe brand's 4 px radius on every control — buttons, inputs, and tags alike. Never pills, never hard edges. See §20.
• 04Plain, warm labels“Book a Visit”, not “Submit”. Say what the click does — kindly.