Knurling is a supplier of dental equipment, supplies and instruments aiming to provide convenient access to practitioners in need of a reliable source of quality precision tools. Needing an identity that they could build on, they engaged oneblueshirt to create a name and logo that reflected their value proposition but wasn’t specific to the dental or medical industry.

The name ‘knurling’ describes the manufacturing process of embedding a pattern into a metal to create grip – an apt metaphor for the company’s values of precision, control and trust. Knurling’s visual identity is inspired by the nature of their merchandise utilizing different patterns and colors to create a focused and organized presentation for the busy but educated consumer. Combining the concept with premium print and branding materials is a reinforces the standard of quality of Knurling’s product selection.