The Leitz Icon Smart Labeling System is a portable wireless label printer. Label printers were overdue for innovation as they are often too big, hard to load, and low tech. Our challenge was to completely redesign and engineer the label printer from scratch. Icon has a distinctive profile that was derived from a logical mechanical layout. The back box holds the label cartridge, the middle bridge contains the print head, and the front overhang contains the label cutter. The dramatic overhang also serves as a perfect ergonomic handle and presents a strong branding element. Label rolls drop in the top of the printer. Each label roll is contained in a cartridge made of recycled thermo-formed paper pulp. A microchip in each cartridge communicates roll size to the printer and remaining label quantity to the user, making the system smart, automatic, and easy. With its extensive innovation and resulting market success, Icon is rapidly earning its name.