DenTech Industrial helps manufacturing companies run their businesses more efficiently with mechanical solutions to improve their day-to-day operations. (Welding, machining, automation, robotics and more.) Their former name, Dentech Incorporated, wasn't resonating with what they actually do. Often confused for a dental equipment company, they needed a change. Having been established for over 30 years, they decided to slightly change the name to DenTech Industrial to better represent their manufacturing capabilities, while not confusing their base customers. With this, came a visual identity refresh intending to modernize their look, yet maintain the professional and classic appeal within their community. The new logo separates the Den from the Tech utilizing negative space and color, while remaining very legible and clean, standing as a base for the rest of the identity system.
Their primary product, AyrDyne, a dust collector HMI, then fell out of alignment with the rest of the brand and needed a refresh as well. They wanted the logo to be very similar to DenTech's, so with a little airy spacing, refining of the swash, and color definition, the logo and system was born.

DenTech overview of services sell sheet

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