Hypertherm

For this client, the expression “cutting-edge” has special meaning. The world’s leader in plasma cutting technology, Hypertherm enjoys a reputation for innovation and expertise. The company needed a new brand identity that would communicate other qualities too: speed, precision, efficiency, and business results. The new visual mark was made with the same precision and innovation that the company espouses: a simple horizontal cut across the name itself reveals a few hidden secrets: the capital “H” contains a hidden “T” from “therm,” and the lower case “y” turns upside-down and becomes the letter “h” later on.