Hypertherm Identity & Signage

This client's technology is literally “cutting-edge.” The world leader in plasma cutting, Hypertherm enjoys a reputation for innovation and expertise. The company needed a new brand identity that would communicate speed, precision, efficiency, and business results. The new logotype carefully cuts the name itself, to reveal hidden secrets: the capital “H” contains a hidden “T” from “therm,” and the lower-case “y” flips to becomes an “h” later on.