VISUAL INTEGRITY GUIDELINES

VISUAL

INTEGRITY

GUIDELINES

07 • 19 • 24

For additional assistance, please contact Marketing Operations at [email protected].

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BENCO.COM/VENDOR-RESOURCES

Our Belief

We believe dental providers

deserve to have a partner

on their side.

Our Purpose

To make it easy for dental

providers to grow a successful

business and to deliver the

best patient outcomes.

Our Vision

A world where dental

providers and their patients

feel cared for.

Our Values

Partnership

We constantly ask ‘how can we make

our customers’ lives easier?’

Integrity

We assume positive intent

and do the right thing, always.

Excellence

We are committed to earning

our reputation every day.

Innovation

We drive dentistry forward with

our innovative products and solutions.

Community

We give back to the communities

and families we serve.

Driving Dentistry

Forward, Together.

Benco Dental is a national, family-owned dental distributor offering

curated products and solutions and a committed, caring team that

makes it easy for dental providers to grow more successful businesses

and deliver better patient outcomes.

BRAND POSITIONING

CLEAR SPACE

TAGLINE USAGE

ONE COLOR VERSIONS

Our logo always appears in two colors: Pantone 541 C and Pantone 360 C.

The artwork shown, at right, is the only authorized graphic or logo to represent Benco.

The Benco Dental logo can only appear in full color, solid black, or solid white. Do not

utilize the logo without the tagline unless below 1.5 inches (144 px) wide.

We prefer to leave clear space around the Benco logo

to protect it from surrounding graphics or typography.

Measure clear space using the height of the “t” in Dental

as a guideline for vertical and horizontal space.

When sized above 1.5 inches (144 px for web) wide, please

utilize the version of the Benco logo with the ‘Driving

Dentistry Forward, Together’ tagline attached.

The Driving Dentistry Forward, Together tagline may also

be used as a logo companion graphic alongside the logo,

but should not be made more prominent than the logo.

When a print job calls for one color, use black. On a black

or dark-colored background, use the logo in white. This

version is also used when reversing the logo out of a

photo. Always make sure the background provides

enough contrast to the logo for ideal visibility.

Solid Blue Exception

The Benco Dental logo can also appear in

solid blue on select projects. All uses of the

solid blue logo should be approved by our

Brand & Communications department.

LOGO USAGE

Logo Usage

Minimum Width: 1.5 inches

Driving

Dentistry

Forward,

Together

Driving

Dentistry

Forward,

Together

Driving Dentistry Forward, Together

Benco Dental has several services that need to be externally identiﬁed as part of Benco Dental.

The following are the only approved logos to be used for identifying these services. Logos will be

available for departments with external customer interaction.

Internal team dedicated to supporting associates through continuous process

improvement, Lean thinking, change management and the application of proven

technology solutions to streamline day-to-day operations.

The online school of thought leadership. From forward-thinking white papers to

information-packed articles and videos, Benco U curates them all into one center

of knowledge.

Dentistry’s groudbreaking equipment and design showrooms. Browse the biggest

selection of technology and test drive the latest equipment. Plan your interior design.

Get expert advice. All under one roof. Three convenient locations in PA, TX and CA.

The industry’s most powerful solutions, curated. Single-unit chairside or

high-volume. CAD/CAM and 3D. From scan to design to creation, Benco

Dental offers complete, cohesive workﬂows for every budget and every need.

Onsite equipment installation, maintenance, repair and support. Benco

Dental’s expert team gets practices up and running efﬁciently—and responds

promptly to ensure business continuity with the absolute minimum downtime.

Experienced support where ROI really matters. Benco offers a wide range of dental

practice coaching services to accommodate every type of practice’s unique needs

and challenges. Armed with state-of-the-art dental practice software, we make it our

goal to ensure success for you and your business.

BRAND EXTENSIONS

Brand Extensions

ONE COLOR VERSIONS

When a project using a brand

extension logo calls for one color

on a light background, use solid black.

On darker backgrounds, use the brand

extensions logos in solid white.

BRAND EXTENSIONS

CONTINUE ON PG. 6

Digital

Dentistry

Digital

Dentistry

BENCO FAMILY FOUNDATION

The Benco Family Foundation, the charitable

arm of Benco, looks to support solutions for oral

health or community issues that are innovative,

sustainable, measurable and impactful.

Celebrating women in dentistry. Named for Dr. Lucy Hobbs Taylor who, in 1866, became the ﬁrst

American woman to earn a degree in dentistry. The Project aims to bring women together from

all facets of the dental profession – dentists, dental assistants, hygienists, receptionists, sales

representatives and others.

Dentistry’s original rewards program, refreshed and more rewarding than ever. Members enjoy free

shipping on qualifying orders, discounts and rebates without asking, our Benco-only pledge that you’ll

spend 15% less than the national average on supplies, and more.

Powerful, affordable, innovative dental practice software and services spanning AI, practice

management, data analytics, website and content development, managed support, patient

engagement and cloud solutions.

BRAND EXTENSIONS

Resources and knowledge to help keep your plans on track and discover an ideal path to success. Buying?

Selling? Partnering? Expanding? Consultation is free, and it’s never too early to get started – from wherever

you are now, to wherever you want to go.

Pioneers in smart, creative, productive practice design. Benco Dental was the industry’s ﬁrst distributor to offer

space planning all the way back in 1978. Today, our coast-to-coast team is applying in-house concepts and best

practices to deliver America’s most productive dental ofﬁces.

Products, technologies and advice for building your business and increasing productivity. Everything you need is right

here, from the latest in scalable 3D printing and CAD/CAM milling, to our comprehensive tooth department stocked with

more than 560,000 teeth. Benco Dental’s dedicated lab team is the ideal partner for today’s fast-changing world.

CONTINUED

FROM PG. 5

Brand Extensions

PRIMARY FONT

HEADLINE FONT

Lota Grotesque Alt 2

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghjiklmnopqrstuvwxyz1234567890!?;@#$&.

ABCDEFGHKLMNOPQRSTUVWXYZ

abcdefghjiklmnopqrstuvwxyz1234567890!?;@#$&.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghjiklmnopqrstuvwxyz1234567890!?;@#$&.

Barlow Condensed

Barlow

Our primary font, Lota Grotesque Alt 2, should be

used whenever available to best represent the

Benco Dental brand. This font is approved for

body copy, subheadings, and all situations with

the sole exception of stand-alone headlines.

Barlow is our headline font, and should

be used to catch the attention of the

reader with simple, bold statements.

Barlow Condensed may also be used for

subheadings or on a case by case basis

where necessary.

Barlow and Barlow Condensed are

not approved for body copy use.

Light • Regular • Semibold • Bold

Light • Regular • Medium • Semibold

Light • Regular • Medium • Semibold • Bold

Our fonts offer a variety of weights and styles that enable them to be used in numerous

combinations to meet the communication needs of Benco. This keeps the Benco Dental brand

cohesive and easily identiﬁable, while also maintaining an appropriate level of consistency. Our fonts

are available upon request, and are only available for use on Benco Dental marketing materials.

DEFAULT FONTS

Arial

Regular • Bold

When Lota Grotesque Alt 2 is unavailable,

Arial may be used in its place. Usage of

default fonts is not preferred, and should

be only used as a last resort.

FONTS

Fonts

Color Palette

SECONDARY COLORS

PRIMARY COLORS

ACCENT COLORS

Our primary colors should always be used

when possible, and can add visual interest

when included in longer documents.

Our primary colors can utilize tints

up to 50% and shades up to 20% K.

Our secondary colors complement usage

of the primary color and should be used to

add diversity in design.

Our secondary colors can utilize tints

up to 50% and shades up to 20% K.

Our accent colors provide emphasis, and are

to be used sparingly on designs where the

primary and secondary colors are already being

utilized. These colors are not intended for large

areas, and should not be used without an

accompanying primary and secondary color.

Our accent colors do not utilize tints or shades.

PANTONE

P 130-14 C

C: 80 M: 12 Y: 53 K: 00

R: 00 G: 163 B: 144

HEX: 00A390

C: 00 M: 50 Y: 98 K: 00

R: 247 G: 148 B: 33

HEX: F89420

C: 00 M: 100 Y: 12 K: 00

R: 236 G: 07 B: 126

HEX: EC077E

C: 00 M: 00 Y: 00 K: 10

R: 230 G: 231 B: 232

HEX: E6E7E8

C: 59 M: 00 Y: 90 K: 00

R: 108 G: 194 B: 74

HEX: 6CC24A

C: 87 M: 03 Y: 84 K: 39

R: 00 G: 112 B: 65

HEX: 007041

C: 36 M: 00 Y: 00 K: 00

R: 151 G: 218 B: 248

HEX: 97DAF8

C: 100 M: 61 Y: 00 K: 43

R: 00 G: 60 B: 43

HEX: 003C71

PANTONE

P 20-8 C

PANTONE

P 73-8 C

10% K

PANTONE

541 C

PANTONE

360 C

PANTONE

P 115-4 C

PANTONE

7733 C

COLOR PALETTE

Our gradients are created with HEX values

rather than Pantone values. Using HEX

values ensures that our gradients never

appear banded or muddy.

Our gradients are only to be created

with the approved combinations

of primary and secondary colors

shown at right. Leaving out the

accent colors ensures they make

an impact when used, and that

gradient usage stays consistent

with our brand image.

NO ACCENT COLORS

GRADIENTS

Gradients

USE HEX VALUES

SECONDARY GRADIENTS

003C71 - 00A390

Primary Gradient

6CC24A - 00A390

Secondary Gradient

007041 - 00A390

Secondary Gradient

97DAF8 - 00A390

Secondary Gradient

Always consider using the Teal to Blue

primary gradient ﬁrst to best represent

Benco Dental. Our secondary gradients

are reserved for creating additional

design diversity within established

brand pieces.

Benco uses a 13° angle that matches the

Benco Dental logo as a primary design

element. On printed pieces with a bleed,

consider using the angled portion bleeding

off the right side of the piece.

Use thin, horizontal rules to separate

content and draw the viewer’s eye.

When possible, utilize a 0.5 pt weight.

Use graphic elements like vector icons sparingly

to reinforce ideas only when needed. Graphic

elements should not overshadow the content

of the designed piece.

TEXT SPECIFICATIONS

UNIVERSAL ANGLE

THIN, HORIZONTAL RULES

GRAPHIC ELEMENTS

Consider using these few

speciﬁcations when creating Benco

Dental printed pieces. While these

speciﬁcations won’t work in every

print situation, they are guides to

help achieve a more uniﬁed look.

+1.5 PT

10 PT

-20

OR LESS

METRIC

Body Copy Size Leading to Size Ratio Universal Tracking

In body copy, allow

room to breathe with

the leading 1.5 pt larger

than the font size.

In body copy and

headlines, use -20

1/1000 em tracking

when possible.

In body copy, Lota

Grotesque Alt 2

should never exceed

the size 10 pt.

DESIGN ELEMENTS

Design Elements

13°

UNIVERSAL

ANGLE

Allow 25% or more of a designed piece

to be used as white space. When

possible, utilize 0.875” margins.

25% or more

White Space

Our people radiate expertise and charisma

tempered by approachability, modesty and

nonchalance. Body posturing should be poised,

but natural. Facial expressions should be warm,

inviting and genuine. Stiff-looking poses or

unnatural expressions should be avoided.

Benco Dental customers are highly intelligent,

driven and passionate. They’re cultured, diverse,

effortlessly stylish and exude naturalness.

DEPICTING ASSOCIATES

DEPICTING CUSTOMERS

PHOTOGRAPHY & VIDEOGRAPHY

Photography & Videography

Benco Dental thrives on creating genuine interpersonal interactions and a sense

of partnership through trusted insights and thoughtful solutions that make our

customers’ lives easier. Photography/video, whether stock or custom, should portray

authenticity and conﬁdence with a clear-cut focus. Images are carefully composed

but not conspicuously staged. To accomplish this, we look for imagery that:

• IS RELATIONSHIP DRIVEN

• FEELS WARM AND CARING, NOT COLD AND CLINICAL

• IS UPBEAT, POSITIVE AND OPTIMISTIC

• REPRESENTS ALL SUBJECTS AS ENGAGED AND EQUAL

• FEELS REAL AND EMOTIONALLY CHARGED YET UNDERSTATED

• IS FRESH AND AIRY

• HIGHLIGHTS THOUGHTFUL, ENTHUSIASTIC INTERACTION

• FUNCTIONS AS A SLICE OF LIFE IN OUR BRAND’S LARGER STORY

SUBJECTS SHOULD APPEAR:

• Knowledgeable

• Conﬁdent

• Friendly and approachable

• Professional

• Caring

• Comfortable

SUBJECTS SHOULD APPEAR:

• Conﬁdent

• Curious: genuinely

interested and invested

• Professional and assured

• Comfortable

• Satisﬁed

• Collaborative, not superior,

in their interactions with

Benco Dental associates

PHOTOGRAPHY & VIDEOGRAPHY

CONTINUED ON PG. 12

Many of our associate-customer interactions revolve

around product because Benco Dental customers count

on us for pinpoint advice on the latest innovations and

how to leverage them. To avoid incorrect depictions of

products or their usage, always ensure products are:

• CURRENT VERSIONS IN CURRENT PACKAGING

• BEING USED IN AN ACCURATE AND BELIEVABLE MANNER

• PLACED IN AN APPROPRIATE ENVIRONMENT

• IN FOCUS AND EASILY IDENTIFIABLE

DEPICTING PRODUCT

PHOTOGRAPHY & VIDEOGRAPHY

Photography & Videography

Product photography should always use off-camera

lighting and maximum aperture. When appropriate,

products should be accompanied by additional

angles and/or family photos. The preferred ﬁle

format for product photos is .PNG.

PRODUCT PHOTOGRAPHY

PRODUCT PHOTOS

FAMILY PHOTOS

CONTINUED

FROM PG. 11

TECHNICAL GUIDELINES

Consider using these technical

guidelines when capturing Benco

Dental content. While these guidelines

won’t work in every situation, they help

achieve a more uniﬁed look.

• Lighting should appear largely even,

bright and soft with no harsh shadows

or blown highlights. Avoid lighting that

is too direct and artiﬁcial and always

diffuse where possible.

• Lead with natural lighting where

possible, using artiﬁcial lighting to

balance, for a more natural look.

• Lighting temperature should remain

neutral. Avoid cool lighting that feels

clinical or overly warm lighting that

feels dated.

• Designs should not distract from the subjects, but rather,

create a comfortable and relatable environment customers

would like to be part of.

• Opt for uncluttered and airy spaces.

• Background and sets should always be evenly and well lit.

• Set pieces that enhance the believability of a scene, bring

a feeling of comfort or add balance to a composition are

encouraged, but should never overshadow the subject(s).

• Consider adding pops of primary brand colors where

appropriate, but avoid complicated, repeating patterns and

loud distracting colors.

Lighting Backgrounds & Sets

After photos are taken, the products

should be clipped out using the pen

tool or an equivalent background

removal tool that ensures the edges

of the product are crisp and deﬁned.

Final clipped photos should be checked

on a dark background to ensure the

background is fully removed.

Clipping Photos

PHOTOGRAPHY & VIDEOGRAPHY

CONTINUED ON PG. 13

• Take distribution channel

into consideration when

establishing composition.

• When in doubt, compose

for an image that can be

cropped square.

• Consider framing the

subject to the left or right

rather than the center.

Composition

Logo bumps should be used

at the beginning and ending

of customer facing videos.

Logo Bumps Lower Thirds

Lower thirds should be used

to introduce a new person

or speaker.

Title Cards

Title cards should be used to

introduce a new section or to

call out copy heavy information.

PHOTOGRAPHY & VIDEOGRAPHY

Photography & Videography

CONTINUED

FROM PG. 12

CAMERA SETTINGS (VIDEO)

POST PRODUCTION ASSETS

Consider wider apertures for

a softer feel. Subject matter

should remain crisp, but allow

background focus to fall off.

This lends to a less clinical and

more welcoming overall look.

General

• 24 (or 23.976 FPS) for

scenes with dialogue

• 60 FPS for all other scenes

When possible, capture a

second angle that is tighter

than the main composition.

Both cameras should be

synced in white balance

and toning.

Aperture

Frame Rate

Second Angle

Consider using these camera settings

when capturing Benco Dental content.

While these guidelines won’t work in

every situation, they help achieve a

more uniﬁed look.

• 4K resolution at minimum

• Neutral toning: in-camera

toning is discouraged

COMING SOON!

PHOTO TREATMENTS

Photo Treatments

Reduce the opacity to 70% as to create a

softer, friendlier look that doesn’t obstruct

the image. Do not utilize blending mode

effects. (ex. Multiply, Overlay)

Do not cover the subject’s face for any

reason. When possible, try not to cover

logos, especially the Benco Dental logo.

Use treatments on one side of the photo

or the other, not the center. Only one 13°

angle should be visible in the photo.

Do not cover more than half

of the image with a gradient

overlay. Photo treatments should

emphasize existing visual interest.

Adding an approved gradient in a 13°

angled section to a photo is an easy way

to create brand recognition for Benco

Dental. Use gradients at a 90° angle.

70% OPACITY

VISIBLE FACES

BLEEDING OFF

LESS THAN HALF

The following are some examples of our brand in action. This brand

guide also serves as a living example, as it follows all rules within itself.

Please note: These examples are not templates, and are not created

to print size. Rather, consider using these examples for a better

understanding of how different elements of the Benco Dental brand

function together.

[email protected]

Scan here to view

other recent Benco

Dental publications

BRAND IN ACTION

Brand In Action

WEARABLES & MERCHANDISE

Creating wearables and merchandise to

represent Benco Dental requires collabo-

ration with the Brand & Communications

department. Please contact Marketing

Operations to get started.

LAB

VALID: 7/1/24 • 9/30/24

Q3 2024 FLYER

PRODUCTS

Featuring top products

in 3D printing, CAD/CAM,

dental milling, gypsums,

waxes & more.

Only Benco Dental and authorized parties may use the Benco Dental

logo in advertising, promotional and sales materials of any kind.

Kitty’s

Kitchen

Do not create your own

brand extension logos.

Do not use the ‘Driving

Dentistry Forward’ tagline.

The following logos are outdated

and are not permitted for use under

any circumstances.

Do not distort or

stretch the logo.

Do not apply effects or

shadows to the logo.

Do not stack elements

of the logo.

Do not change the

color of the logo.

Do not use the full color

logo with full color or low

contrasting backgrounds.

Do not use the all white logo

with light colored or low

contrasting backgrounds.

Do not use the all black logo

with dark colored or low

contrasting backgrounds.

Do not outline or

stroke the logo.

OUTDATED LOGOS

Do not obstruct the visibility

of the logo, behind or in front.

UNAPPROVED USES

Unapproved Uses

Do not utilize the ‘Driving

Dentistry Forward, Together’

tagline below 1.5 inches wide.

Never attempt to alter or recreate the logo for any reason. This includes

(but is not necessarily limited to) the scenarios shown here. Do not add

bursts, violators, type or graphics to the logo or overlap it in any way.

Use the Benco Dental logo only once per page. Do not translate into

another language. Never use only a portion of the logo, always use

the logo in its entirety.

Whether you’re a valued Vendor partner or part of the Benco Dental Family,

we are all stewards of the Benco Dental brand. When we use the language

and visual styles that have been deﬁned in this guide to reach our customers,

we’re telling a story that builds loyalty and trust. With this in mind, the

following governance helps bolster our brand integrity.

When submitting ads to include in any publication or owned property, there is a

prooﬁng and approval process done by Benco Dental. We ask that you work with

your Product Manager to solicit approval from Benco Dental’s Creative Team.

VENDORS CAN: Utilize Benco Dental’s visual integrity guidelines for the cobranding

of collateral whether for an advertisement or an event.

VENDORS CANNOT: Create and/or release cobranded assets that have not

gone through Benco Dental’s approval routing process.

Unauthorized use of Benco Dental’s brand is prohibited; creating your

own external-facing collateral is prohibited; use of templates authorized

by Creative is acceptable.

ASSOCIATES CAN: Distribute, share, or repost approved, external-facing

collateral; use authorized templates provided by

Benco Dental’s Creative team.

ASSOCIATES CANNOT: Create their own merchandise, signage or

customer-facing collateral.

All Creative associates are required to adhere to the brand

guidelines. All Creative work is to be proofed for compliance,

and subject to approval routing before assets can be released.

VENDOR PARTNERS

BENCO DENTAL ASSOCIATES

BENCO DENTAL CREATIVE TEAM

GOVERNANCE

Governance

Email signatures are part of Benco

Dental’s brand identity. A simple, clean

signature communicates a higher level of

professionalism to anyone who receives it,

and also provides instant brand recognition.

For consistency, we have created a branded

power point template to be used when

communicating internally and externally.

Benco has a variety of virtual backgrounds

for video calls. These allow associates to

cover a distracting background, but can

also be used to provide brand recognition,

especially when communicating with

customers or vendors.

VIRTUAL BACKGROUNDS

EMAIL SIGNATURE

POWERPOINT PRESENTATIONS

ASSOCIATE DIGITAL PRESENCE

Associate Digital Presence