Primary Mark


Logo should be white on darker backgrounds and black on lighter backgrounds.


Our logo is designed to scale to small sizes on print and screen.


Our logo is based on simple shapes. It is carefully constructed to maintain ownable characteristics while allowing for perfect legibility at any size on any application.


The logo placement depends on the type of communication and use.


Aligning partnership logos should follow clearspace rules. The separating line between logos can be created using the width space of the SMC emblem icon square.


Primary Colors

Our primary brand colors are white and black. They are used to provide accessibility, simplicity, and consistency throughout all brand communications.

Accent Colors

Accent blue is an important color that is unique to SMCNational and should be used sparingly for moments of attention, support, assurance, and delight at moments of interaction between a user and the brand.

Secondary colors

Our secondary colors should be used sparingly throughout illustration, photography, and product in order to maintain meaning and potency.

Usage Proportions

It is important to follow the rules of these proportions when creating any brand communication in order to maintain brand consistency and remain accessible for all people. White plays a very important role in all brand communications and should provide balance with black. Accent Blue is only used for critical moments that warrant attention and care between SMCNational and the user. The secondary colors are only used reasonably for illustrations.




Geometric sans serif typefaces have been a popular design tool ever since these actors took to the world’s stage. Poppins is a geometric sans-serif with a fairly high x-height and is one of the new comers to this long tradition.

Poppins Text Bold

Poppins Text SemiBold

Poppins Text Medium

Poppins Text Regular

Poppins Text Light


It is important to maintain these type pairings. This allows for clarity, consistency, and a strong hierarchy for all communications. Medium weight should be paired with Light weight, and Bold weight should be paired with Regular weight.

Option 1

Option 2

Option 3


Typography should either be black on light imagery or white on dark imagery. When aligned with the logo, typography and logo should be the same color.

Typography Guidance


It is important to organize typography in a hierarchical system according to relative importance or inclusiveness through scale and function depending on communication.



Brand Voice

Who We Are

  • We are passionate about helping people and practices grow
  • DO: Be expressive, enthusiastic, heartfelt, action-oriented
  • DON’T: Be lukewarm, wishy-washy or passive
  • We are transparent and make decisions with integrity and in alignment with our words and actions
  • DO: Be self-assured, non-judgemental, humble, truthful and vulnerable
  • DON’T: Use marketing jargon or salesy types of CTA’s, don’t over promise or sell. NEVER SELL
  • We are a team of “unicorns” that goes beyond our job titles to get things done, we are respectful by nature, creative and have true grit
  • DO: Be different, work to connect with the audience, be helpful to find answers to support our clients and partners
  • DON’T: Be dismissive of opinions you don’t agree with, don’t use short one word answers or responses
  • We are leaders of inspiration, encouragement and optimism
  • DO: Be a champion of others achievements. Always look for opportunity to give praise for someone’s good job
  • DON’T: Uplift SMC. We uplift our team and others. Always deflect praise to clients and team

Voice Characteristics

Things We Say

Things We Don't Say

#Hashtag Strategy

Monday #MondayMotivation #MondayFunDay #MondayRituals #CoffeeMonday
Tuesday #TeamTuesday #TipTuesday #TuesdayTip
Wednesday #HumpDayHaiku #WellnessWednesday #WednesdayWisdom #WeReadWednesday #WomanCrushWednesday
Thursday #ThrowbackThursday #SharingThursday #ThursdayTip
Friday #TeamFeatureFriday #FeelGoodFriday #FollowFriday #StoryFriday #ThankYouFriday #NewSmile
169 Hashtags for Every Day of the Week #Hashtags – Book Marketing Bestsellers #SMC #DentalConsultant #DentalMarketing #Teamwork #VirtualVocations #TeamCulture #TeamBuilding #TeamBonding #TeamDevelopment #TeamCommunication #SMCNational #SMCMarketing #DentalMarketing #DigitalMarketing

Our Core Values.

Just Cause.

SMC was established to assist individuals in living out their unique abilities and passions in order to help bring the greatest impact possible. We accomplish more together!

To our SMC family, we encourage you to follow your passion, no matter where that takes you. SMC will always support and help cultivate your dreams. We strive to be our best for each other and our clients. SMC will continually challenge itself to better serve you as a friend, partner, and team.

To our clients, we pledge to provide you the clientele that you desire, so that you can live out your vision of true growth.

If something in your business isn’t working properly, we will do everything we can to understand the root cause and prevent it slowing you down in the future. We care about your marketing and campaigns because we treat them as if they were our own, and that our futures are linked together.

To our client’s teams, we commit to offering training, clear expectations, measures of success, and accountability in order to guide growth. Our desire is to tutor your team to become the very best that they can be in order to help them live out their own passions and fulfill your visions for the future.