TEGUS
Hyzon Motors, based in Illinois, develops hydrogen fuel cell systems and zero-emission heavy-duty vehicles. Originally a spinoff of Singapore’s Horizon Fuel Cell Technologies, Hyzon started by building trucks and buses powered by hydrogen. But while those vehicles put the brand on the road, they also limited how people saw the company. Hyzon’s true potential lay in its technology—fuel cells powerful enough to drive industries like transportation and manufacturing toward a cleaner, zero-emission future.
Our challenge was to help Hyzon shift from being seen as a vehicle manufacturer to being recognized as a pioneer in hydrogen innovation. The goal was to create a brand that could stand the test of time and clearly signal that hydrogen is the power source of the future.
The new identity takes inspiration directly from the technology itself. The symbol merges an “H” with a “2” in negative space, representing hydrogen gas. Two horizontal bars echo Hyzon’s proprietary plate design used in their fuel cells, while the plus sign adds a sense of collaboration—between Hyzon, its partners, and nature itself. Together, these elements form a clean, modern system that embodies the brand’s precision and progress.
Hyzon relaunched its brand at the 2024 ACT Expo, revealing a bold new identity and vehicle design. With a refreshed strategy and a strong visual system in place, the company is now positioned confidently among the leaders of the hydrogen fuel cell industry—ready to power the future, one innovation at a time.
Research
With today’s demand for fast, brand-to-market launches, we worked hand-in-hand with the strategy team—adjusting our design exploration as new insights surfaced. As part of the process, we studied other fuel cell and BEV brands to understand how the category was evolving. From there, we defined visual territories that aligned with Hyzon’s strategy in real time, ensuring that design and positioning advanced together as one cohesive story.
In our exploration, we set out to capture the essence of Hyzon’s technology through a logo that feels clever, practical, and distinctive. The visual language needed to be bold and industrial yet refined and modern—a balance we described as Caterpillar meets Polestar. Strong, recognizable colors and heavy-duty graphic devices anchor the system, while simplicity and precision keep it elevated and timeless.
Layers of PEM fuel cells, stacked together at the core of Hyzon’s technology, became the inspiration for the visual identity. This structure informed the brand’s layered, precise aesthetic—mirroring how innovation is built piece by piece within the technology itself.
Design with Hugo Collective, Christian Dierig, Donna Hadfield, Joseph Maruca, and animations by Paco Aguayo
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Branding