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Momo Srl is an Italian company dealing with design and manufacturing of alloy wheels and accessories for sport and racing auto cars. The firm was established in 1964 by a racecar pilot Glanpiero Moretti due to a lucky chance. It happened so that earlier that year he had contracted a local craftsman to make for his racing car a special steering wheel with a thicker comfortable grip. The modification became known among other teams and Moretti started receiving orders for similar wheels. A car of the Ferrari team with the new steering wheel won the 1964 Formula One world championship and Moretti used this opportunity to launch a successful business.
The company was dynamically developing and Moretti started enlarging his product line. In the 1970s, he launched the production of alloy wheels for road cars and by the end of 1980s, the firm entered into a cooperation agreement with Rolls-Royce as an equipment supplier. Later on, its list of partners included many prominent car manufacturers, such as Volvo, Toyota, Volkswagen, Porsche, Fiat, Peugeot, Renault, Honda, Nissan, etc.
From the very outset, the main part of the Momo logo was the brand name “MOMO” in block letters. The graphics of the wordmark were rather heavy, with thick lines and right-angled corners. Initially, the wordmark was made in black on a white background, but later on, the letters acquired a deep butter yellow colour with black edging.
In a couple of years, the word “ITALY” in elegant thin font and scarlet red tone appeared under the brand name. Lately, two angles of the same yellow tone were added to the wordmark on its lower and upper sides. This created a geometrical figure representing an arrow.
The name “momo” on the company’s logo is an acronym. Its first part is taken from the first syllable of Moretti. The second “mo” is derived from the name of the town of Monza, a suburb of Milano and the seat of the company. The arrow’s silhouette represents the idea of motion, related both to the speed of a car and to the advancement of Momo technology. Moreover, the logo is associated with the company’s mission, which, according to its web site, is to introduce to the world market the fines Italy style, a continued tradition of quality, as well as “technological innovation respectful of the environment”.
