Elizabeth Alexander

Peca Labs Branding

Peca Traits:

Peca Labs is a refreshing, young and competitive Medical device development company determined to save lives other giant Medical Device companies ignore. Their first product is expected to be brought to market in 1/5 the time, and with less than 1/30 the cost, of the average medical device; and in doing so it will save thousands of children per year from undergoing repeated open heart surgeries. This is the essence of Peca Labs; they work quick, think radically, and save lives. Interdisciplinary design teams, a streamlined business model, and a drive allows them to succeed where no company ever has, to improve lives no one else will.

When Peca Labs came to me, they asked if I would brand the whole company; everything from logo to the website.

Logo

While designing the logo for Peca Labs, I was thinking about how to communicate the brand traits visually. This meant exploring different values and visual hints at what they do, who they are and what they value.

I explored many different visual languages, those we are used to seeing in the medical world, those we are not. But most importantly, always including the core values of what they do, and how they do it.

The final logo includes an A whose crossbar takes something that was previously weak, and solidifies it by suturing 2 things together (similar to Peca Labs main product, the Masa Valve). The logo also hints at collaboration, DNA, and strength.