Development of any "corporate" identity entails the creation of materials that convey a strong sense of personality. For Dr. Melonakos, everything needed to represent not only his professional demeanor, but also a sense of nurturing care.

His regular references to "hands on" interaction with his patients led to the development of a unique logo design that portrays the body of a patient held gently in the hands of the surgeon.

An interesting side effect of this piece was that whenever someone viewed the logo for the first time, they invariably held their hands in a position similar to the logo to confirm that they could indeed see a tiny person suspended in the shapes of their hands.