Having been founded by the famous inventor Rudolf Hell in 1929, the company based in Kiel (Germany) has always had a strong philosophy of innovation. Its electromechanical engraving established an industrial gravure standard. Today’s HELL Gravure Systems GmbH is the result of the 1997 spinoff of gravure operations from the prepress business (formerly LinotypeHell) of Heidelberger Druckmaschinen AG. HELL has now extended its electromechanical engraving expertise to direct lasering for gravure, embossing, and flexo printing. Two examples of this are the Cellaxy direct laser for metals and PremiumFlexo tech nology for elastomer forms, which offers the first ever highquality alternative to photopolymer forms.