Royal Air Maroc

Royal Air Maroc Sound Identity

Client: Royal Air Maroc (Maroc)
Agency: SIXIEME SON (Paris, France)


Royal Air Maroc wanted to redefine the territory of the brand and modernize its expression in creating its first sound identity. Based on five values, Moroccan, Majestic, Magic, Motherly, Modern, this sound identity enhance the positioning of RAM and deliver a better customer experience. This creation accompanies the international expansion of the company and expressed its commitment to the welfare and care of passengers. The result is a music that puts Royal Air Maroc among the major international brands, claimable with modernity and personality its moroccan anchorage and the imagination attached to it.

Additional information

“The job done by Sixième Son is the perfect translation of our values and positionning. It helps us be more coherent, more powerful and truely different. Royal Air Maroc is changing, modernizing and more ambitious. Our audiobranding system embodies that change.”
W. Ghiati Alami, VP Marketing & Communication, Royal Air Maroc

Time period of realization

July 2007 – September 2007