After acquiring several companies, Thermaltake's brand had become inconsistent. Its entire visual identity needed an overhaul. Thermaltake wanted a high octane and industrial look. It wanted a visual identity that portrayed their new slogan of premium industrial tech.
A bright orange and red were kept as the main colors. They promote the feeling of the electric heat of a high performance machine. The idea of the Tsink logo mark was derived from a heat sink and a hood ornament. Rift was selected as the typeface for its high performance vehicle look. The italic font also emphasizes the energy of the brand and products. full style guide