BALENOVIĆ is a private dental clinic that was one of the first private practices in Zagreb. Since the moment of its opening in 1969 it took precedence over other dental clinics because of its instruments, machines, and its level of expertise. The Client decided to take it to the next level, and besides having a clinic with a long tradition they also wanted to be positioned as a modern business. While creating a new visual identity we did not want to use symbols necessarily recognisable as being from this industry. Instead, we used an apple, a fruit that can be bitten only with healthy and strong teeth. In this case apple is bitten with a letter B representing Balenović.