The equations are derived for the evaluation of the axial contact forces. The contact forces of rubber seals are analyzed as a function of the ratio of real contact length, the thickness of seal lip, the inclined angle of seal lip, and the interference between the edge of seal lip and the rotating inner ring. The experimental apparatus is developed for the test of seal lip contact force. The data for designing rubber seals are presented in terms of the ratio of real contact length, initial inclined lip angle, lip thickness. and the interference. The results obtained from the derived equation for the contact force are in good agreement with the experimental results.