The Signature of the Brand

Every brand needs a signature. Since use of the full brand logo can sometimes be redundant, the original Zoeller Company logo was also translated into an icon.


The original ZCO icon was designed according to the same precise proportions utilized in the logo. This icon was dubbed the Zoeller “Meatball” and was meant to serve as a signature of the brand.


With the addition of new divisions and a goal to create consistency among logos, the Meatball was redesigned. Rather than placing “ZCO” (short for Zoeller Company) in front of all divisions, the Meatball was reimagined to represent an impeller, the common component of all pumps.