Meritor Logo PNG
Meritor: Brand overview
Meritor Corporation of America, based in Troy, Michigan, is a leading manufacturer of mobility systems, transmissions, braking systems, and replacement parts for the commercial vehicle and industrial sectors. Founded in 1909 under the Rockwell Standard brand, the company was part of Rockwell International’s automotive division until its independence in 1997.
Meritor manufactures axles, brakes, and transmissions for medium and heavy-duty trucks, buses, and military vehicles. The company also offers spare parts and maintenance services. Meritor operates internationally with approximately 9,000 employees operating on six continents.
The company is at the forefront of developing technologies such as electric transmissions and highway all-electric axles used in military vehicles. Meritor’s impressive revenue of $3.4 billion in 2017 is a testament to its extensive customer base, which includes industry giants such as Daimler, PACCAR, Volvo, and Navistar.
Meritor’s efforts to expand and diversify have led to joint ventures and strategic partnerships with companies such as Eaton, Wabco, and Proterra. However, the truck parts industry is fierce, with ZF Friedrichshafen and Dana Incorporated being Meritor’s main competitors.
Meaning and History
What is Meritor?
It is a manufacturer of components for heavy commercial vehicles and military equipment. The company produces drive and steer axles, drum and disc brakes, final drives, drive shafts and intermediate shafts, suspensions, and transmission components, including transfer cases and differentials. The products are used in highway tractors, dump trucks, concrete mixers, trailer equipment, and armored personnel carriers.
1909 – 1929
1929 – 1953
1953 – 1958
1958 – 1973
1973 – 1997
1997 – 2000
2000 – 2011
2011 – today
The Meritor logo has two main components: a red-winged bull figure and the brand name in gray text. The Red Bull is depicted in an energetic stance, creating a sense of a fast and confident leap forward. The wings on the bull’s back give the image lightness, combining the animal’s strength with the readiness to conquer any distance. With its wings, the bull resembles a hero or a supercharacter in the automotive world, symbolizing the reliability and durability of Meritor’s products. This image emphasizes the ability of the components to withstand heavy loads and long-term use.
The company name is in gray, symbolizing practicality, stability, and a serious approach. The font is strict and classic, with rectangular serifs that add a technical touch. These serifs resemble sleek elements of sports cars, giving the impression that the company pushes boundaries and develops new ideas. The gray tone of the letters conveys a sense of rock-solid dependability, speaking to the company’s strength without unnecessary embellishment.
The brand’s slogan, “Run With The Bull,” is reflected in the logo design: the bull represents the company’s determined drive to reach its goals, regardless of challenges and obstacles. The combination of power and speed in the bull’s image conveys the company’s leadership ambitions and drive to be at the forefront of the automotive industry.
The shape of the letters and the illustration are unified in a consistent style, making the entire composition look harmonious. The placement of the bull to the left of the name enhances the visual effect of forward motion. The wings and body angle of the bull highlight the brand’s focus on innovation and progress. The red color adds emotion and confidence, while the gray text contributes practicality and reliability, forming the overall image of Meritor as a strong and dependable manufacturer of automotive components.