Noted: New Logo and Identity for Metafrax by Electric Brand Consultants
“But will it Frax?”
(Est. 1984) "Metafrax Group is one of the largest producers of methanol and its derivatives, having its production sites in Russia and Austria. Its sales geography covers more than 20 countries, including Great Britain, Finland, Austria, Germany, Switzerland, Japan, USA and others. Its beneficiary owner is Seyfeddin Roustamov."
Design by
Electric Brand Consultants (Moscow, Russia)
Related links
Electric Brand Consultants project page
Relevant quote
The central element of the logo is a dot – a symbol of balance and new beginning. The dot forms a circle, a symbol of unity and integrity. Connections between the dots represent combination of resilience and movement.
Incline of the spherical sign sets a direction for growth and development. Wide letters of the wordmark represent openness and clarity of the new brand. The sizes of letter elements vary, becoming thinner near the connection spots, which makes the font look vivid and dynamic.
We collaborated with Adam Katyi, an Austrian-Hungarian font designer. Together we developed Mohol Metafrax, a unique font for Metafrax Group. Mohol is a sans-serif, contrast, slant font meant to represent integration of technology and industry into a kind of art.
Images (opinion after)
Opinion
The old logo was pretty bad, with a leafy-looking gas icon and a well-intentioned but ultimately poorly-executed mega-ligature for the “META” part of the wordmark. The new logo features an icon that has that nice (if shady) corporate ambiguity to it where a lot of meanings can be embedded into it and, for the most part, all the reasoning behind it is acceptable. It also helps that it’s an almost cool icon — like, it’s good but perhaps could be a lot good-er somehow. The wordmark is bold and confident, if maybe a little too much on the evil corporation axis, which is softened by the use of purple. The applications are all mostly fine with the use of the chunky brand typeface but the brand pattern feels very dated, like an old 1980s brochure. Overall, it’s a solid corporate update that doesn’t try to make friends, just more methanol.
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