MAVRIQ.
Let’s start with the future
GMOL got its start in 2000 with MutuiOnline, a disruptive online loan comparison tool that changed the financial game in Italy. Since then, the company has grown enormously: expanding, diversifying and acquiring companies around the world, including Spain’s Rastreator, its Mexican counterpart and France’s Le Lynx. Sound familiar?
Now, with a view to consolidating its position as a global leader, GMOL is creating a new umbrella brand for its broking division. It’s a move that seeks to strengthen the company’s internal culture while retaining its established brands.
This step forward is vital not only to its pursuit of business excellence, but also to solidify its global presence and attract top international talent. The brand has turned the page to an exciting new chapter!
One purpose for all and all for one purpose
Our purpose, ‘to encourage everyone to make the right decision and do better’, is understood differently by each of our audiences, and this is very interesting. For consumers, it means discovering a better way to find the best deals, without unpleasant surprises (or fine print). For our partners, it means growing their businesses efficiently and sustainably.
And for our talent? For them, it represents the opportunity to work in a challenging setting where they can learn and grow as professionals.
A personality with an impact on our identity
The name Mavriq personifies a disruptive innovator that challenges the conventions of the industry and modernises it through its extensive knowledge and experience. And of course, to go along with this new calling card, we needed a fresh, renewed identity that captured its essence.
For those who don’t know, Mavriq is a B2B parent brand of various websites (seguigo.it, rastreator.mx, etc.). To reflect this in the logo, a dot has been added at the end, like the dots in .it, .com, .mx, etc. It’s a small wink, but one full of intention.
The dot marks the style of the geometric typeface of the logo, in which both the ‘a’ and the ‘q’ as well as the strokes of other letters reflect that circularity.
The new visual identity system is orderly and eye-catching, allowing for the creation of highly effective communication pieces. The grid structure organises all the information, and together with the bold, digital colours, adds a distinctive and fresh touch. Taken together, these qualities reinforce the idea of a solid, forward-looking, high technology company.
And what about the typeface? Because La Mont is a geometric typeface, its rounded shapes combined with simplicity and fine lines allow us to convey messages very clearly and directly.
And it’s consistent with the typographic style of the logo.
Everything about this new brand has been meticulously thought out. This care is reflected in the photographs, which primarily comprise images of the company’s workers in a very close and clean style to reflect all the human talent inside this brand.
A brand designed, created and conceptualised to transform its sector and lead its future.