REBRAND PROPOSAL Introduction
Royal Air Maroc
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Table of Contents
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Who is Royal Air Maroc?
A New Logomark
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How can they stand out?
New Color Palette
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What makes Morocco unique?
The Typographic Systems
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Bringing ��� back to its roots
The Brand Systems
Introduction
The Challenge
Research
The Solution
The Logomark
Color Palette
Typography
Applications
INTRODUCTION
Who is Royal Air Maroc? Royal Air Maroc an economy and business class national carrier fully operated and owned by the government of Morocco. The airline is based out of Casablanca, Morocco, and was founded in 1957, and includes many destinations to places in the United Kingdom, North & South America, Europe, and Africa. Throughout the decades, Moroccan Airlines have had it’s ups and downs financially, and are in need of a rebrand to help them refocus & get more in touch with who they are as a brand to reinforce their stance as the
Royal Air Maroc Rebrand
nations leading airline carrier.
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Introduction
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The current identity and airplane wrap
THE CHALLENGE
How can Royal Air Maroc stand out? The Airline seeks to represent Royal Air Maroc as a destination with beauty, vibrancy and also diverse culture. They want to reach its audience by providing low prices, accommodating features, and quality services. Royal Air Maroc strives to evoke a warm, hospitable experience, and desires to position itself as a strong, and inviting Airline its customers can come back to. Royal Air Maroc wishes to better embody these values through their branding and messaging to create a meaningful in-flight experience for its customers while being a prideful symbol of Morocco.
The Challenge
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RESEARCH
What makes Morocco unique? Morocco is located in Northern Africa bordering the Atlantic Ocean and Mediterranean Sea, distinguished by its Berber, Arabian and European cultural influences. Inspired by the desert landscape, beautiful architecture
Royal Air Maroc Rebrand
& rich color, inspiration was sought from these sources.
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Introduction
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Royal Air Maroc Rebrand
Introduction
THE SOLUTION
Royal Air Maroc Rebrand
Our envisioned rebrand will bring Royal Air Maroc back to it’s cultural Moroccan roots.
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By bringing Royal Air Maroc back to it’s cultural roots, celebrating the sense of beauty as well as adventure Morocco has to offer, the rebrand will help Royal Air Maroc connect to it’s valued customers. By seeking to represent it’s culture of origin, as well as it’s strength among competitors, affordable prices, and trustworthy reliable services, Royal Air Maroc will thrive through strong it’s visual language that feels hospitable, while also celebrating their diverse culture.
Introduction
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THE LOGO MARK
A new mark to reflect Morocco Inspired by Moroccan textiles, patterns, mosaics & tilework found throughout Morocco, the mark is geometric and modern. An “M� monogram is made up of two arch shapes inspired by Moroccan architecture to give the logo a bold and new modern take on Moroccan culture. The primary color is on the golden yellow field of color with the logo itself in the brands primary dark true blue and the name knocked out to give the mark a boldness. The wordmark is lowercase to give the brand a friendly tone, and should remain this way.
The Logo Mark
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Royal Air Maroc Rebrand
B&W LOGO MARK
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K N O C KO U T L O G O M A R K
The Logo Mark
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LOGO GUIDELINES
The Logo Clearspace & Grid Royal Air Maroc’s grid and clearpace are as follows. The Logo Mark is 2 times the size of the Word Mark. Clearspace between Logo and Word Mark are the same as the leading in between “royal air” and “maroc.” The leading relationship is used as an indicator for the clearspace around the
Royal Air Maroc Rebrand
mark, 2 times the leading. Nothing can be placed here.
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Clearspace / 2x
x
x Indicator
Clearspace / 2x
Logo Mark is 2x the size of Word Mark from the cap height of “royal air” to baseline of “maroc”
The Logo Mark
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Royal Air Maroc Rebrand
H O R I Z O N TA L L O G O M A R K
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The Logo Mark
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Aligned with Cap Height and Baseline
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LOGO MARK WITH COPY FOR AIRPORT SIGNS
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The Logo Mark
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C O L O R PA L E T T E
Moroccan inspired color palette The bold color palette is inspired by the vibrant Moroccan architecture, the colorful textiles, patternwork and ceramics, the sandy landscape and also symbolizes arabic beliefs. MAROC BLUE Maroc Blue is the primary color when used in color, and can replace black typography in headers, & larger display type. SAND GOLD This is the secondary color option, used to pair with Maroc Blue. This color can be used in background colors and can also be used in pattern systems when found necessary. TILE TEAL Tile teal is the tertiary colorway, and is to only be used in
Royal Air Maroc Rebrand
patterns and in small amounts to compliment gold and blue.
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MAROC BLUE C97 M87 Y4 K0 R41 G68 B151 #294496
SAND GOLD C0 M39 Y8 K0 R250 G168 B68 # FA A 8 4 3
TILE TEAL C70 M0 Y40 K0 R50 G80 B188 #31BCAD
Introduction
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Royal Air Maroc Rebrand
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PRIMARY TYPE
Prophet ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz Prophet by Dinamo Type Foundry is used as the primary typeface for the rebrand. Designed by Johannes Breyer, Fabian Harb & Erkin Karamemet, the typeface’s structure is similar to the logo; with 45 degree angles. The typeface also feels modern and brings a friendlier tone to the brand.
Typography
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Royal Air Maroc Rebrand
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TERTIARY TYPE
GT Sectra A B C DE F G H I J K L M N OP QR S T U V W X Y Z abcdefghijklm nopqrstuvwxyz GT Sectra book is the tertiary body text type for the brand. Designed by Grilli Type in 2016, GT Sectra's structure has similar cuts and angles to Prophet, the main typeface for the brand. Use only in cases of small body type, and instances of push to web or other smaller type instances.
Typography
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TYPOGRAPHY
Typographic Systems & Usage The Typographic Systems set in place will help Royal Air Maroc feel consistent across multiple mediums of advertising, signage in the airport, the digital environment, etc. S U B H E A D / Prophet Medium 140 Tracking For subheaders for Royal Air Maroc, the type is set in all caps prophet medium, 2.5 times smaller than the headers. H E A D L I N E / Prophet Bold 0 Tracking / Set Solid The main headlines are also set in prophet bold. The main headlines are title case, and should always remain this way. The size is always 2.5 times larger than the subheaders. S E C O N D A R Y / Prophet Medium 140 Tracking Secondary type is set in prophet medium 140 Tracking. This is used for a quick read of boldness. There should always be extra spacing between headline and secondary type. Dark Royal Air Maroc Rebrand
blue color can be added for added direction and attention.
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SUBHEAD
Headline Typography RAM
LAX
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TYPOGRAPHY
Typographic Systems & Usage Some examples of the typographic systems that can be used in the airport, and also signage around the
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airport to help guide customers to the right destination.
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Royal Air Maroc Rebrand
P H O TO G R A P H Y S T Y L E
A photo style to highlight explorers The photography style for Royal Air Maroc features a lighter, people focused style. An emphasis on advernturers, and explorers are highlighted & shown throughout the identity. Additional gray gradients can be applied to advertising when necessary for type legibility and maximum advertising.
Photo Style
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A P P L I C AT I O N S
In-flight publications The updated in-flight magazine “Skyward� is designed to inspire valued customers and give travel tips and advice when traveling. The primary feature article is placed with a large image with three secondary articles underneath.
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Secondary patterns can be used as texture to the magazine.
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Royal Air Maroc Rebrand
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Royal Air Maroc Rebrand
B R A N D A P P L I C AT I O N S
Food, beverages and more Using the mark in food-based applications, the mark is used minimally with the dark blue spot color to stand out in packaging. Some pattern applications can be added to add expression and friendliness to the brand systems.
Brand Applications
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B R A N D A P P L I C AT I O N S
Stationery and corporate The updated stationery and corporate letterheads, business cards business envelopes and more all retain a simplistic
Royal Air Maroc Rebrand
visual language to bring to meetings, corporate events, etc.
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Brand Applications
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Brand Applications
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B R A N D A P P L I C AT I O N S
Digital Media Mobile & Web The rebranded website and all digital media uses the same visual language through color; pattern, type and messaging to simply give the customers an easy to use website
Royal Air Maroc Rebrand
to purchase tickets, view deals, etc.
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B R A N D A P P L I C AT I O N S
Airline Wrap and Tickets Moroccan Airlines wrap around graphic features the bold gold yellow tail with the logomark placed on the back wing. This is the only time where the wordmark and the logomark appear separate, any other times are not in the suggested. The tickets themselves are simple with a bold yellow gold color and also with the logo and wordmark on the back. Brand Applications
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Royal Air Maroc Rebrand
Introduction
Brand Applications
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B R A N D A P P L I C AT I O N S
Employee Uniforms The rebranded employee uniform features an updated color palette. The primary color for the employees is
Royal Air Maroc Rebrand
the dark blue and the golden color is used as an accent.
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