French manufacturer MOREL has announced a new updated logo, which incorporates an iconic cat in the design, an element that has appeared as part of its identity since the 1950s. Jacques, the grandson of Jules Morel—who founded the company in 1880—had the original idea to create a maker’s mark to stamp MOREL’s gold frames—a cat surmounting a capital M. This custom, borrowed from jewellers, later inspired the creation of the MOREL logo.
In the new logo design, inspired by the 1950s, a bold font and eye-catching tone of red creates a modern identity for the company. The firm has also reaffirmed its qualities as a family-owned independent company that is socially responsible stating that it “strives to convey its authentic craftsmanship while developing a strong international presence. More than ever, MOREL is committed to overcoming the global challenges of our time…”. Activities by the company include actions to reduce greenhouse gas emissions, moderate energy use, provide more sustainable packaging and use recyclable materials.