Nuqta Dental — clinical-grade care, deliberately unclinical.
Identity for Nuqta, a Riyadh-based dental studio that wanted the visual confidence of a design boutique without losing clinical authority. Single-dot logomark, calm modernist palette, photography that frames the practitioner — not the equipment.
The full document, in line.
Below is the actual delivered file — every spread, in document order. Scroll the page to read through.
nuqta
FIRST CLINIC · 2024
Table of
contents.
- 01.Welcomep · 03
- 02.Missionp · 04
- 03.Valuesp · 05
- 04.Primary logop · 06
- 05.Constructionp · 07
- 06.Clear spacep · 08
- 07.Signet marksp · 09
- 08.Misusesp · 10
- 09.Primary colourp · 11
- 10.Full palettep · 12
- 11.Accessibilityp · 13
- 12.Display typep · 14
- 13.Text typep · 15
- 14.Arabic typep · 16
- 15.Icon systemp · 17
- 16.Business cardp · 18
- 17.Stationeryp · 19
- 18.Signagep · 20
- 19.Patient kitp · 21
- 20.Socialp · 22
- 21.Websitep · 23
- 22.Mobile appp · 24
- 23.Campaignp · 25
- 24.Editorialp · 26
- 25.Contactp · 27
- 26.Thank youp · 28
A letter from
Dr Reem.
Most clinics announce themselves with a tooth. We chose a dot — a single point of focus, the smallest unit of care we could draw. It is the thing we do every day: show up for one patient, one appointment, one moment at a time.
These pages are the rules for keeping the dot honest — across signage, forms, a phone screen, a plastic cup. Clinical where it needs to be, warm everywhere else.
Care with
the cadence
of a studio.
We run a calm clinic in Al Olaya — no rushed chairs, no sharp upsells, no screens behind reception. Forty-minute exams. One doctor per patient, start to finish. Tools you can see, outcomes you can read. The dot is the work.
Six values we
keep close.
Calm over clinical.
The room should feel studied, not sterile. Warm light, soft surfaces, no stock-photo smiles on the wall.
One doctor, one chair.
You see the same face, start to finish. No hand-offs mid-treatment. No five-minute intros.
Show the work.
X-rays on the screen in front of you. Price before the drill. Receipts that read like a letter.
A dot, not a tooth.
Our mark is geometric, not anatomical. We don't illustrate enamel; we keep the iconography quiet.
Arabic first, always.
Every surface is bilingual, Arabic lead. The brand is a Riyadh brand before anything else.
No fear appeals.
We never sell with anxiety. No before/after shame, no "you've been avoiding this" copy.
Primary
lockup.
Set in Space Grotesk Medium at −0.065em. The terminal coral dot sits at the x-height, flush to the final a. Arabic lockup — نقطة — sits below when bilingual space is permitted.
A twelve-unit
grid.
The wordmark measures twelve units wide by eight tall. The dot sits on the x-height, has a diameter of 2/3 unit, and is always offset from the "a" by half a unit.
Never redraw the dot. Never reposition it. Never replace the dot with a glyph, a tooth, or a floss thread — we've tried, it never works.
Give the dot
room.
Minimum clear space equals the x-height of the wordmark on all four sides. The dot counts as part of the lockup for the purposes of measurement.
Minimum size: 20mm wide in print, 96px on screen. Below that, the dot becomes a speck and the mark loses its posture.
Four signets
for tight spots.
Eight things we
never do.
Coral — the
dot, the voice.
Coral is how we get seen — on a plastic cup, on a metro poster, on the dot. It is the loudest thing the brand ever does, and we keep it reserved: the dot, primary CTAs, campaign covers. Never headlines. Never body.
.
The palette, in full.
RGB250·250·247
PMSWarm Gray 1
RGB11·11·11
PMSBlack 6 C
RGB255·90·58
PMSOrange 021
RGB190·231·206
PMS573 C
RGB255·217·78
PMS122 C
RGB168·206·240
PMS659 C
RGB159·215·181
PMS573 C dk
RGB196·63·34
PMS180 C
Contrast, by the numbers.
Healthcare is a discipline. Every type/background pair used in the brand is checked against WCAG 2.2 AA for body text and AAA where the surface admits it.
Coral on paper is the one pairing we never use for running text — the ratio sits right at the AA threshold for large type and fails for body. Use ink on paper instead, and let the coral live as accent.
Space
Grotesk.
A contemporary geometric grotesque, drawn by Florian Karsten. We use Medium at display sizes with tight negative tracking (−0.05em). Its low waist, circular bowls, and flat terminals echo the dot.
abcdefghijklmnopqrstuvwxyz
0123456789 · • & — " "
Inter, Plex
Mono.
Inter carries running text and UI labels. IBM Plex Mono carries data, tags, and micro-captions — anything that wants to feel clinical and measured. We never use mono for body.
All numerals are set tabular. Body sets at 17 / 28.
Noto Sans
Arabic.
The brand is Arabic-first. Every surface carries Arabic as the lead language, with Latin as a complement. Our Arabic face is Noto Sans Arabic — geometric, cleanly drawn, with low contrast and an open aperture that echoes Space Grotesk.
The Arabic lockup — نقطة — means dot. It carries the same terminal full-stop (coral) at the end of the word.
Card, front
& back.
85 × 55mm, GF Smith Colorplan 350gsm in Natural. Coral front-face spot print, ink foil-stamped wordmark. Back is a single dot, nothing else.
Al Olaya · Riyadh
+966 11 401 0044
Al Olaya · Riyadh
+966 11 401 0044
Intake form
& consent.
Patient paperwork is where trust is actually built. We use a two-colour system — ink on paper, coral only for required fields and signature calls.
A4 · uncoated 110gsm · Plex Mono for machine-read fields · Space Grotesk for titles · Inter for instructions.
AL OLAYA · RIYADH
N°24041·02
Opened April 2024
The dot
on a wall.
Exterior signage is a routed aluminium panel, ink finish, wordmark cut at 180mm cap-height. The coral dot is a 48mm acrylic cylinder, face-lit at dusk.
The take-home
kit.
Every patient leaves with a kit: a brush, floss, a written plan, and an illustrated explainer for the kids' chair. The box is the brand's quietest ambassador — no copy on the outside, just the dot.
nuqta.sa
hero frame.
- Care
- Team
- Pricing
- Journal
- العربية
Calm dentistry for Riyadh
One doctor, one chair, forty-minute exams. A written plan before the drill. Open Sat–Thu, 09→18, Al Olaya.
Book a visit →A home for
the plan.
The Nuqta app is the only place patients need to be between visits. Next appointment, treatment plan, invoices — Arabic-first, laid out like a studio brief, not a waiting room.
Your plan
14:15 · Dr Reem · Chair 02
A dot. That's
it
Single line, single colour, no hashtag. Running on one metro station, one magazine spread, one billboard on King Fahd Rd. Then nothing for six weeks.
نقطة.
— a clinic.
A quarterly
long-form.
Come in
Open Saturday to Thursday, 09:00–18:00. Closed Fridays. Kids' chair on the second floor, north wing. Arabic and English spoken. Walk-ins welcome for a tour — we'll make the tea.
Al Olaya · Riyadh 12211
thanks
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