US hydrogen and fuel cell company, Plug Power, has unveiled a fresh rebrand reflecting its focus and ability to drive commercial innovations, enabling its customers to ‘power their possibilities.’

The new brand, launched on 31st March, revolves around ‘Infinite Drive,’ which defines its commitment to bringing innovating, sustainable hydrogen (H2) solutions in a variety of industries across the globe.

The latest brand features a new logo, colour scheme, website and the revamp of its GenSure stationary fuel cell products, in order to communicate its leadership, ingenuity and long-term vision.

The Plug Power story is an impressive display of innovation, drive and accomplishment. We’re excited that our new brand emulates exactly that

The previous brand had been in place for over 10 years, before the company made big waves in the H2 market. This fresh branding aims to emulate innovation, record growth and market expansion, and seeks to position the US-based business for future opportunities.

Plug Power has now generated a commercial presence in the market and is emerging as one of the main players in its industry, offering complete H2 and fuel cell solutions worldwide, with this fresh trademark echoing its growth.

Image transformation

Andy Marsh, CEO of the New-York-based business, indicated, “Plug Power was ready for a refined appearance that transforms our image from a R&D-brand to a commercial brand. The Plug Power story is an impressive display of innovation, drive and accomplishment. We’re excited that our new brand emulates exactly that.”

Today, Plug Power has more than 10,000 fuel cells in operation worldwide and has amassed more than 110 million hours of runtime with US customers, such as Walmart and BMW, and international customers alike.

In the future, the company plans to continue its growth by expanding geographically and by leveraging its products and technologies into new markets, such as airport GSE, commercial range extenders and powering electric drive trains.