Hooper Corporation, a Wisconsin-based electric power and mechanical contractor founded in 1913 as the C.A. Hooper Company, has used a wordmark-style logo that has evolved through at least one documented refresh in the 2020s. The company’s visual identity is tied to its long history in the construction industry, with its current mark refined by the Milwaukee-area brand agency Thysse.
Design and History
Hooper Corporation traces its roots to 1913, when Charles A. Hooper established the company as a small heating contractor in Madison, Wisconsin. The firm incorporated as C.A. Hooper Corporation in 1928 and later shortened its name to Hooper Corp. before moving to a new campus in DeForest, Wisconsin, in 2021. [1] [2]
During the construction of Hooper’s new corporate headquarters in DeForest, the company commissioned Thysse, a Milwaukee-area branding and environmental design firm, to bring its logo up to date. According to Thysse’s case study, the team created a refreshed version of the logo, carefully preserving existing brand equity while refining the mark and pairing it with a more modern font. The project also included facility branding, print collateral, signage, websites and video as part of a broader effort to modernize the Hooper brand and attract younger professionals. [3]
While the specific date of the original logo’s creation is not documented in available sources, the Thysse refresh represents the most recent documented change to the Hooper visual identity. The company’s current logo, as shown on its website and brand assets, continues to use the Hooper name as the central element of the mark. [4]
Meaning and Symbolism
Thysse’s case study notes that the refreshed logo was designed to “safe-keep current brand equity,” indicating that the updated mark was intended to preserve recognition built up by the previous version rather than introduce new symbolic meaning. The broader brand work at the new headquarters incorporated Hooper’s history, service offerings, core values and vision for the future, with custom brand patterns featured throughout the facility. [3]
Typography and Design
Thysse states that the refreshed logo was “coupled with a more modern font pairing,” confirming that typography was a key element of the redesign. However, the specific typeface used in either the previous or current version of the Hooper logo has not been publicly documented. The mark itself is a wordmark-style logo centered on the company name, consistent with the corporate identity of a construction firm. [3]
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