Royal Air Maroc
Royal Air Maroc (RAM) is the only carrier that flies direct to Morocco from North America. RAM's director of brand approached Landor, Dubai to rebrand the airline to meet the expectations of the growing business traveler to the African continent.
The brand driver defined the positioning of RAM and served as the foundation for all creative explorations. The direction I developed was titled “Layers” based on the iconic, imperfect stripes found in the architecture, passageways, and textiles of Morocco. The horizontal and vertical positioning of the Layers graphic was inspired by pilot uniforms with the insignia on sleeves and epaulets. The vision for RAM was bold and vibrant, with heritage, nature, and culture captured through photography, and color palette. I worked on close-in refinements to the identity though the identity used in these exhibits was not one I worked but was developed by the Landor team.
Landor Dubai’s creative director Edwin Schmidheiny and I had worked together on airline programs in San Francisco. I brought experience and familiarity with his leadership to the team and in turn they taught me about the UAE, north Africa, working in three languages, and regional Arabic typography. __________________________________________
Edwin Schmidheiny, Creative Director
Olivier Auroy, General Manager
Jane Brown, Design
Additional design (not shown) Nejib Ghanmi, Maya Nassif
Thanks to Lara Assouad Khoury for her Kufic script knowledge and typographic assistance