Paul Tanners DDS was a dental practice in New York City, and its visual identity is documented through the work of Louise Fili Ltd, the New York-based graphic design studio founded by Louise Fili in 1989. The studio specializes in brand development and packaging for food, books, and culture, and its portfolio includes restaurant identities and specialty food packaging for clients such as Sarabeth’s, Tate’s Bake Shop, and Tiffany & Co. [1]
Design and History
The Paul Tanners DDS identity was created by Louise Fili Ltd, with art direction by Louise Fili. The mark was designed by Jessica Hische while she was working at Louise Fili Ltd. Hische, who later became known for her lettering and type design, collaborated with Fili on the project. [2]
The identity was developed for Dr. Paul Tanners, a prosthodontist practicing at 515 Madison Avenue in New York. [3] The project is documented in Jessica Hische’s portfolio under the name “Aqua Forté,” which was a product concept developed for Dr. Tanners. According to Hische’s project notes, Dr. Tanners wanted to develop the first water that was fluoridated to promote healthy teeth. [2]
Louise Fili Ltd’s design approach is characterized by typographic refinement and an emphasis on hand-drawn lettering, often drawing from Italian Art Deco, Art Nouveau, and vintage signage influences. [4]
Meaning and Symbolism
Documented meaning for the Paul Tanners DDS identity is limited. The project’s connection to “Aqua Forté” suggests a link to Dr. Tanners’ interest in developing a fluoridated water product, as noted in Hische’s project description. [2]
Typography and Design
Louise Fili is known for her mastery of typographic forms, and her studio’s work frequently employs custom lettering and hand-drawn type. [5] The Paul Tanners DDS identity was designed within this typographic tradition, with Jessica Hische credited as the designer working under Fili’s art direction. [2] Specific typeface identification or detailed construction notes for this particular mark are not available in the documented sources.
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