Kalkalpentierärzte is a small veterinarian business in rural Austria. Literally translated the word means «limestone-alps-vets». Their name is a reference to the geographic area they operate in: a limestone national park. The branding idea therefore relates to the geometric characteristics of lime stone rocks and mountain ranges. The shape of the logo also resembles an abstract head of a lynx, the national parks most precious and rare animal. The iconic «V» that veterenarians always use is also found in the logomark.