Creating a brand identity for a medical device can be challenging. It’s not just a logo for promotions and communications, it’s an identity that actually appears on the device. It has to immediately convey a multitude of ideas about the product. In this case, part of the goal was to highlight not only the device’s advanced technology, but also its elegant simplicity of use. Along with achieving that in the simple design of the new Staccato OBT logo, we helped the client overcome the challenge of people not knowing what Staccato OBT actually means by adding a trademarked descriptor tag that completed the idea—Staccato One Breath Technology. The overall package design is simple and elegant, with a unique use of the device shape in negative space—and telegraphs the brand’s essence, its form, and its function all at once. That is a hard-working brand identity.