The new visual system of the META developer — Feel Factory media design agency

We create homes and neighborhoods that transform cities so that people’s lives become better

The ordinary becomes aesthetic. Change is the logic of gentle progress. Architecture is not a system of control, but a system of growth. A space that adapts to life, not the other way around.

Тask

The company has outgrown its former identity.
Now META is not only about construction, but also about values and lifestyle. The brand has evolved along with the scale and meaning of its projects.

We wanted the brand’s visual language to be adaptable to any task and to exist comfortably in any environment. Therefore, all visual elements should form a flexible, fluid system.

Updated logo

The letter «M» has become part of an architectural form with perspective, while the name’s typeface is bold, confident, and foundational.

It works on equal footing with the house symbol and maintains readability at any scale.

The construction is clear, stable, and universal. In this way, the logo preserves a connection to its origins while reflecting the brand’s contemporary character.

Logo variations

META in the house

Brand symbol, perspective, growth

META with descriptor

Clean, informational version

META near the house

Balance of sign and word, universality

Meta icon

The meta icon expresses the form, rhythm, and character of a specific piece of architecture.

The system is scalable: each building has its own silhouette and its own meta icon.

The brand’s traditional color
has become brighter and cleaner.

Color palettes for three classes: comfort, pragmatic, and business.

On layouts with beige or light blue backgrounds, elements in the signature sky-blue color are used—they reinforce the clarity and lightness of the visual identity

On dark layouts, a gold accent is introduced to enhance expressiveness and give the composition a distinct character

Pattern

At the core of the pattern are the brand’s meta icons of the buildings. Here, individual buildings transform into neighborhoods, as expressed in the slogan—introducing a sense of scale.

Repeating modules assemble into a rhythmic structure.
The pattern reinforces the idea of thoughtful architecture and order, where each building is part of a unified system.

Change as an extension
of the environment

The letters stretch horizontally, and with them the frames for images or text expand. This visual device becomes a communication tool.

The expansion system is a living brand tool.
It evolves alongside the communication.

The brand gains a flexible language: the same foundation reveals itself in new ways each time.

Expanding letters = a visual metaphor for change and growth.
The device helps unify graphics and copy into a single system.

Adaptive container

At its core is the shape of the META logo.
It stretches without preserving proportions and is used as an accent background element or as a visual base for text.

The form remains recognizable when scaled. It holds the composition together, unifies the content, and makes the brand recognizable even without the logo.

This is how the brand’s visual language adapts to any task and exists comfortably in any environment. We achieved the level of flexibility we set out to reach in this rebranding.

Project team

feelfactory x mål

Creative team — Pasha Marin, Dima Kolchan, Veronika Bayda
Daniil Pimushkin — Account Director
Катя Калмыкова — Producer
Natalia Eifert — Graphic Designer
Maxim Gvozdev — 3D Designer
Ivan Mirzoyan — Motion Designer

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