Partnered with: Aerosol Magee Scientific | Services: Brand Strategy | Identity System | Print Design | Web Design | Cooperated: 2022 — 2023
OBJECTIVE:
KEY RESULT:
Monoform partnered with Aerosol Magee Scientific, the world leader in black carbon measurement instruments, to bring together two established scientific brands under one enduring identity. The goal was not expansion but preservation — to secure continuity of reputation, scientific authority, and market dominance while preparing the company for the next generation of innovation.
The result is a highly systemic brand identity that translates core scientific values into a cohesive visual and verbal system. It balances scientific precision with human approachability and product credibility, allowing the company to express its purpose clearly and consistently across all touchpoints.
To manage the problem of climate change and the health effects of carbonaceous aerosols, you must first be able to measure them. In 1978, Tony Hansen at Berkeley invented the Aethalometer — a device that enabled real-time measurement of black carbon aerosol particles across every continent.
Since 2007, Aerosol has produced Magee Scientific instruments, exporting almost every black carbon measurement device used worldwide. By 2020, the two companies operated as parallel leaders. The challenge was to merge these dual champions into one name, one symbol, and one user-friendly brand without losing any of their credibility or category dominance. The task demanded an identity that would reaffirm leadership, unify reputation, and secure long-term recognition in a field defined by accuracy and reliability.
Monoform created a systemic identity that distilled Aerosol Magee Scientific’s legacy, authority, and innovation into one cohesive framework. The brand encodes four key values into every touchpoint: black carbon authority, superior measurement, robust reliability, and future awareness. Together, these principles guide every aspect of communication, product design, and interaction, ensuring that the brand remains recognizable across all formats and channels.
The symbol is derived from their flagship product. The strip inside the Aethalometer collects carbon particles, and this same mechanism is captured in the icon. The resulting form is simple and carries a subtle association with an eye that observes its environment, just as the instruments do.
Scientific diligence is expressed through precise typography, grid structures, and layouts that convey accuracy, rigor, and sophistication, while human approachability is reflected in clear communication and a tone of voice that promotes accessibility, care, and environmental awareness.
Monoform carried the solution through a structured process that connected strategy, design, and implementation into one continuous flow. The work began with brand strategy, defining the unification objective, core positioning, and shared values that would guide the merger of the two companies.
From there, the identity concept established the new symbol and visual foundations, rooted directly in the Aethalometer. The identity system evolved into a responsive, modular design framework with precise rules for typography, layout, and scale, ensuring clarity across every format and application.
The new identity was then applied gradually across products. A complete web redesign translated these principles into a seamless digital experience. Communication materials, packaging, and trade fair presentations extended the system further, while templates and design tools equipped internal teams for long-term, scalable use. The entire approach was evolution, not revolution — maintaining the company’s scientific credibility while setting a stable foundation for continued growth.
The rebrand of Aerosol Magee Scientific was less about reinvention and more about strategic preservation. Monoform safeguarded the legacy of two global scientific leaders while building a flexible, future-ready identity system. The result is a unified brand that not only retains its commanding market position but also fortifies its authority against rising competition — ensuring that Aerosol Magee Scientific remains the undisputed leader in black carbon measurement for decades to come.
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Mateja Forstnarič, CEO, Aerosol d.o.o.
Monoform is a strategic design studio. We engineer brands grounded in your core values and business reality. From there, we develop identity systems that scale across regions, channels, and time.
