Moodley portray the soft, rounded properties of rubber in their technical identity for Meteor Group
Global rubber sealing system purveyor Meteor Group have partnered with international design and strategy agency Moodley to develop their refreshed high-performance identity; reflecting the company’s multi-decade expertise and innovation in their industry. Exuding confidence and modernity in equal measure, the resulting visual language is led by a bespoke wordmark inspired by the properties of rubber sealing.
Discussing the construction of the wordmark’s letterforms, Art Director Adam Katyi tells us that the wordmark’s letterforms were drawn “with one line or as if from one cast.” He continues, explaining, “this can be seen particularly well in the letter ‘e,’ which symbolises a rubber sealing profile,” capturing a tactile contrast between rubber’s soft forms and the high-tech context of the company, as embodied through the geometric cut of the letters. “We also created the numbers,” Katyi notes, “starting from the same concept as the typeface; drawn with one line.”
Supporting the custom letterforms is the inclusion of Mostardesign Type Foundry’s Sofia Soft, a characterful sans serif family that pairs cohesively with the wordmark’s geometric structure and rounded forms. “As far as the technical background of Sofia Pro is concerned,” Katyi details, “it should be noted that the x-height of the small letters is high, which makes it easy to read,” providing necessary accessibility to the brand.
Bringing together the typographic balance throughout the identity is the use of red as a highlight within the surrounding monochromatic aesthetic. This was a legacy-focused decision, made to keep consistency with Meteor’s previous identity. “It had to be redefined in order to work well digitally,” Katyi reveals, noting the technical feeling of the colour. “Last but not least,” he concludes, “the colour choice alone makes it stand out skillfully and strikingly from competing companies,” marking the Meteor brand as not only something to recognise but something to trust.