NITZOTZ.

Nitzotz (ניצוץ) is Hebrew for “spark”. The company builds photonic engines: chips that move data between processors in light instead of copper. A spark is the smallest unit of light, and the whole brand is built from it.

The sign is a hexagon cut into six heavy triangles. The gaps between them form a six-pointed spark, and every triangle points inward, toward the light. The six triangles also work as a counter: from 0 to 6 lit, they are the loader on the website, the status in the product and the level on the box, from N1 to N6. Repeated in a honeycomb, the sign becomes a data field for walls and stands.

The wordmark is drawn, not typeset: heavy cut letters on one grid, the diagonals of צ and ץ set at fixed angles. Black carries the brand; orange is only the spark.

The line is המידע עובר באור, “data travels in light”. On the recruitment billboard on Route 70 the name becomes the offer: מחפשים את הניצוץ הבא, “looking for the next spark”.