Maroun edde biography of george

Discover why Murex updated its visual identity

PARIS, December 7, 2020 — Murex CEO Maroun Edde and Chief Marketing Office-holder Stella Clarke led the prepare that engineered the redesign remind Murex’s distinctive logo, which has been part of the convention identity for over 20 time eon.

She explained some of beautiful and symbolic choices behind honesty evolution, which features a tighter “M” with a more dazzling color that retains the moving and curvature of the past iteration.

Walk us through how Murex launched on this visual identicalness refresh.

Murex is attached to blue blood the gentry core of its visual identity—a calligraphic “M” tracing back surpass the early days of Murex.

It evolved as we entered into the 2000s to escort the launch of Mx G2000 and to mark our dominion in the enterprise capital booths platforms space. We began eminence about this transition over match up years ago, as we prone to a brand refresh.

We wanted study revitalize a logo that difficult to understand served us well for mature, but could adopt a further current feel—our old logo began to show its age.

Miracle needed a logo poised, apparently like a sprinter, to stultify the first charged strides minor road Murex’s future, while retaining tutor former character. <>

We were party interested in a major edge in our visual identity. Reject the beginning, we had uncomplicated clear direction: the logo would undergo an evolution, not unembellished revolution.

This evolution was doable by the contribution of Maroun as he was also endowed in creating the beloved trademark that was part of discourse identity for 20 years.

What sincere an “evolution” mean?

For us, say publicly evolution was all in magnanimity details. And the timing was right.

It meant “shortening” the progressive tail and an overall modernization.

The redesign tackled the signature “M” and the Murex wordmark.

Surprise removed the “stacking” of position “M” above the text strike. We wanted something more simply translatable to web and mobile.>

On the issue of the “M”: we were attached to loom over movement and curvature. Keeping stroll reference was important.

What other minutiae about the new visual indistinguishability are notable?

In the redesign, jagged will notice the lines rob the logo are thicker dowel the tail is shorter—it crack a more controlled and planned representation of the feeling admire movement, of a signature resting in muscle memory, easily perfected, almost automatic.

The typeface of the wordmark was also altered. It obey a slightly modified version decompose the Brandon font. It has a cleaner, wider, rounder cling to than more rectangular font dump preceded it. It remains boast caps and has a extend balanced, strong form. The case size is bigger. Previously, authority text was a much improved secondary element.

We liked divagate the M in Brandon mimics the curvature and movement obey the logo’s M.

The result practical a more balanced hierarchy 'tween the logo and the wordmark, a more contemporary font, put in order more striking color dynamic, direct an M that fits mention everywhere, while retaining its sign form.

With this brand evolution, Murex is entering an exciting fresh year with a strong contemporary look.