Today's Dental Network required a full rebrand that would position them as a premium leader within the industry to draw new practices to their network. This meant that there needed to be a delicate balance between high-end, professional aesthetic and an overall sense of attainability carried throughout their new brand as to not distance prospective dental practices. There was also a desire to become known primarly as "TDN," so a flexible logo system utilizing both the full name and abbreviation was created to aid them in this shift. According to the COO, the new brand was "the most important, defining moment in the company's history," as It helped TDN secure its first round of capital.