Donaldson Filtration was looking for a name that would help brand their newest product, a filter that eliminates oil residue from diesel exhaust. As this technology was of great benefit it needed a name that highlighted this breakthrough. Spiracle, the breathing aperture on whales and some insects, revealed itself as the perfect choice. The name scored high as both a technically descriptive and memorable name. Donaldson's Spiracle entered the market as attention-getting and beneficial new brand.