The task comprises the development of a logo and its incorporation in a visual identity for a new doctor’s practice. The logotype signet is based on the doctor’s initials. It symbolises a stethoscope and a magnifying glass for diagnosis and medical check-ups. The choice of the bright, friendly, reduced colour scheme supports the clinical purity, hygiene and cleanliness of the office. Typeface and font size guarantee good legibility, especially for elderly people. Textures and materials lend a special appeal and haptic attraction. Easy-to-understand pictograms appear throughout the entire visual identity.