Sojourn
Sojourn Consulting specializes in creating authentic Moroccan travel experiences. They guide travelers beyond typical tourist destinations to discover Morocco's hidden gems, rich culture, and genuine hospitality. Their personalized consulting service designs custom itineraries that connect visitors with local communities, traditional crafts, stunning landscapes, and unforgettable moments throughout Morocco.
Client
Adrian Bonnette
DELIVERABLES
Visual Identity
Year
2025
Website
Design Process
Design Process
The Sojourn logomark combines three meaningful symbols from Moroccan culture. The shape represents a traditional Moroccan doorway, symbolizing the entrance to new experiences. It also evokes a palm tree, a welcoming sign of hospitality and oasis. Finally, it works as a compass rose, guiding travelers on their journey. The radiating geometric pattern creates balance and symmetry, reflecting how Sojourn carefully curates each travel experience. The design honors Moroccan heritage while feeling fresh and contemporary for today's travelers.
The Sojourn logomark combines three meaningful symbols from Moroccan culture. The shape represents a traditional Moroccan doorway, symbolizing the entrance to new experiences. It also evokes a palm tree, a welcoming sign of hospitality and oasis. Finally, it works as a compass rose, guiding travelers on their journey. The radiating geometric pattern creates balance and symmetry, reflecting how Sojourn carefully curates each travel experience. The design honors Moroccan heritage while feeling fresh and contemporary for today's travelers.
Color Palette
The red color comes directly from Morocco's architecture. This shade matches the terracotta and ochre tones you see in Moroccan buildings, from the walls of Marrakech to the kasbahs in the Atlas Mountains. Red appears throughout Moroccan design in traditional textiles, ceramics, and the iconic doors that inspired our logo. The color represents warmth and Moroccan hospitality while staying vibrant and energetic. The beige background provides space and sophistication, like desert sands and natural plaster walls in traditional buildings. Together, these colors create an authentic Moroccan feel that's both rooted in tradition and modernity.
Color Palette
The red color comes directly from Morocco's architecture. This shade matches the terracotta and ochre tones you see in Moroccan buildings, from the walls of Marrakech to the kasbahs in the Atlas Mountains. Red appears throughout Moroccan design in traditional textiles, ceramics, and the iconic doors that inspired our logo. The color represents warmth and Moroccan hospitality while staying vibrant and energetic. The beige background provides space and sophistication, like desert sands and natural plaster walls in traditional buildings. Together, these colors create an authentic Moroccan feel that's both rooted in tradition and modernity.
Typography
The wordmark uses a modified serif typeface "Erode". Serif fonts convey sophistication and timelessness, which fits perfectly for a travel consulting firm. The key modification is the rounded corners on the letters, creating a softer and more welcoming feel. This rounding mirrors the curved elements in the logomark, connecting the symbol and text visually. The dot above the "i" has also been custom shaped to match the logomark's style. This small touch ties the entire identity together. The result is a typeface that feels refined and warm, authoritative yet approachable.
Typography
The wordmark uses a modified serif typeface "Erode". Serif fonts convey sophistication and timelessness, which fits perfectly for a travel consulting firm. The key modification is the rounded corners on the letters, creating a softer and more welcoming feel. This rounding mirrors the curved elements in the logomark, connecting the symbol and text visually. The dot above the "i" has also been custom shaped to match the logomark's style. This small touch ties the entire identity together. The result is a typeface that feels refined and warm, authoritative yet approachable.
Brand Direction
The brand direction was shaped collaboratively through moodboarding, where two distinct visual paths were explored. After review, the client resonated with a mix of both directions, which guided the development of the visual identity moving forward.
Brand Direction
The brand direction was shaped collaboratively through moodboarding, where two distinct visual paths were explored. After review, the client resonated with a mix of both directions, which guided the development of the visual identity moving forward.
