What does a new brand for Appliance Therapy Group and Space Maintainers Laboratories mean?

August 1, 2013
Ryan Hamm

Issue 8

Appliance Therapy Group (ATG) and Space Maintainers Laboratories have announced the rebranding of the multi-divisional dental resource company under the name SML™. The move - marked by the introduction of a new SML™ logo and newly streamlined visual identity - is the culmination of an ongoing three month phase-out of inclusory companies Success Essentials, SMILE Foundation, Second Opinion and the professional support group known as ATPA.

Appliance Therapy Group (ATG) and Space Maintainers Laboratories have announced the rebranding of the multi-divisional dental resource company under the name SML™. The move - marked by the introduction of a new SML™ logo and newly streamlined visual identity - is the culmination of an ongoing three month phase-out of inclusory companies Success Essentials, SMILE Foundation, Second Opinion and the professional support group known as ATPA.

As of today, in a company-wide move toward increased clarity, cohesion and connection, Space Maintainers Laboratories, ATG, Success Essentials, SMILE Foundation, Second Opinion, Orthopix and ATPA are all absorbed into the all-inclusive brand, SML™.

“We are SML. We have always been SML,” affirms SML CEO Dr. Rob Veis, “We began in this industry with the commitment to offering more than just a laboratory service to dentists. We seek now to eliminate confusion on the part of our new clients and our established family of loyal long-term customers by creating a brand that reflects both newness, change and growth while at the same time builds upon that 50+ year tradition of excellence that has distinguished us from our competitors from day one.”

A LOOK AT THE NEW LOGO:

The company says its new tagline “Your Practice-Building Partner” underscores the core SML mission to “provide dentists with everything they need to ensure professional success.” The new logo, in the words of SML Marketing and Creative Director Scot Simmons, “combines the established core colors of the original logo – the crisp blue and alpine white denoting clarity of purpose and cool value - and presents it in a straightforward rectangular format-one that embodies simplicity, dependability and strength.”

“Our SML brand identity is a logical step that communicates to both established and potential customers that we continue to provide products and services that consistently outpace our competitor,” said VP of Products and Services Steve Gross, adding “We have some great momentum right now. There may never be a better time to reaffirm and streamline our industry footprint.”

As part of the rebrand, SML has developed new website to help customers stay connected to SML. As VP of Sales Scott Veis explains, “The SML website is our virtual store…and perhaps more significantly, a vast repository of quick-access information on all things dental and orthodontal. The website serves the threefold purpose of 1) educating the dental professional on an appliance or treatment modality 2) providing expert diagnostic recommendations as to treatment priorities and product suitability, and 3) facilitating the order, delivery and tracking of the product or appliance that gets the job done.”

If you’re interested in learning more about the SML laboratory franchise, request an introductory orientation by calling 1-800-423-3270. For more detailed information on the offerings and advantages of SML, visit them online at: www.SMLglobal.com.