DenTech Industrial helps manufacturing companies run their businesses more efficiently with mechanical solutions that 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 design system.