This is a visual direction rooted in magic. Magic moving through generations of storytelling, blessings shared freely, meditations and spiritual moments inspired by infinite pattern and symbolism, a living representation of our concept, Forever Moving. 

Visual Elements:

• Color inspired by foods that improve baraka (blessings, genuine desire for success and good fortune of others)

• Berber Warp Stripes, textiles

• Layers

• Rotation, movement

• Infinite Rapport (patterns cut off)

• Geometric Islamic Pattern 

• Tasir (straight lines, geometric)

• Tawriq (natural)

• Zellij Mosaic

A. Vertical Line

Strong presence of vertical lines. The Berber aesthetic principally involves straight lines, and there is a belief that that warp (vertical) threads in a weaving are blessed. With this simple graphic, we weave a small but meaningful narrative of blessing into communications inviting travelers to experience Morocco.  

b. Layering

Layouts always include elements of layering, an omnipresent representation of the many layers of the Moroccan culture and its coexistence of cultures, religions, and heritage.  Cutouts act as a metaphoric window to the soul of the city when layered with photography. 

Around the world, storytelling has been linked to grand adventures taking place in exotic palaces and across diverse terrain, with great attention given to detailing the descriptions of these scenes.  This identity track borrows from authors who travel far and wide seeking Morocco’s vast outdoor scenery and grand architecture for inspiration, also paying homage to these grand scenes as described in traditional Moroccan Hikayat (stories). 

The system celebrates graphic, long shadows cast by the warm sun, starry nights and every grain of sand filling the seemingly endless desert dunes, waves crashing against the east and north coasts, and the snow kissed peaks of the Atlas Mountains. Through the use of color we represent transformation — as often seen in the hero at the heart of a story. He may begin as one thing, but emerges anew as the story closes. Likewise, color gradiates in sunset tones. Texture brings a subtle but dynamic element, emerging like sand blown across pages of a weathered book. Shape is graphic and geometric, with the circle acting as our hero, representing halca (listeners gathered around a storyteller), and the earthly wonder of the sun and the moon, under which all time passes, and storytelling occurs. The circle carries deep symbolic meaning across many cultures, universally representing notions of journey, eternity, unity, and wholeness.

Visual Elements:

• Graphic Shadows 

• Graphic Shape

• Gradient Color Change

• Abstracted Arches

• Grainy + Sandy Texture

• White Space

• Circle: Sun + Halca

A. Typography

Oversized typography makes a large impact and can be used with or without photography. 

This direction is inspired by the endless exploration and wanderings possible in Morocco. Exploration to be shared amongst friends, old and new, in a kingdom where homes and hearts are open. A playful, happy palette of color inspired by Moroccan artists Hassan Hajjaj and Mohamed Melchiand, the bold system shouts joyfully, celebrating the one of a kind vibrance found in Morocco. There is a discovery of self when greeted with the culture of this country, and Better Shared aims to capture that spark. Leveraging patterns that are abstracted and bold (as opposed to the ultra luxurious zellij mosaics), patterns are simple geometric, accessible and energetic. This direction speaks to the hospitable nature of the Morocco’s people, referencing more common, simple design.

Visual Elements:

• Wavy Lines

• Meandering text

• Hard Edge Painting

• Mix and Match

• Graphic Pattern

• Borders

• Abstracted shape

A. Ampersand

The ampersand represents sharing and is a graphic visualization that brings images, people, etc. together, and can be leveraged in copy.