Royal Air Maroc uses music to affirm its moroccan but international dimensions.

Hear the Royal Air Maroc audio identity


Historically, Royal Air Maroc (RAM) is Morocco’s pioneer airline and one of the most well branded airlines in Africa. In response to the emergence of low-cost airlines and aggressive expansion of big-name players, RAM needed to reinforce its market positioning.

The airline developed a strategy that would better communicate its identity and values and further its positioning locally and support international expansion.


Based on five identifying values: Majestic, Magic, Maternal, Modern and Moroccan; the audio identity underscores the image of Royal Air Maroc.

The coupling of traditional Moroccan instrumental roots (oud, darburka, violon, Chaâbi) with modern, international musical elements creates an attractive audio brand, full of personality.


Research showed that Royal Air Maroc successfully differentiated itself from competitors and gained in the perception of better service quality, modernity and brand authenticity.

With this audio identity, RAM made its mark among global leaders, embracing – with originality – its Moroccan roots and international aspirations.

“The work done by Sixième Son is the perfect translation of our values and our positioning.”

Our communication system is already more coherent, more powerful and original. Royal Air Maroc is changing, modernizing and has become more ambitious. Our audio identity illustrates this change.

W. Ghiati Alami
VP, Marketing & Communication Royal Air Maroc

Hear The Royal Air Maroc Audio Identity

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