Brand feel
freedom/youth/mobility

 

Starting from its Amazigh roots, the word ‘zeegeez’ translates into ‘moving forward’. I couldn’t agree more about the choice of the brand name and I took it as a starting point into researching the Amazigh visual symbols to find a perfect match.

The ideas needed to be conveyed through the logo were simple yet very complicated to portray in a single symbol. Freedom, youth and mobility are the main components of our research which led me to adopt a widely used symbol by berber women in the high Atlas mountains as a tattoo: the symbol of the bird, or as it can literally translate from Berber to “Between Sky and Earth” is a strong metaphore, showing the fact that a bird can actually choose to be either on earth or flying in the sky and have a third option of being in between. I think there is nothing more empowering than that.

Even though the first research path was quite convincing and conveyed the basic characteristics of Zeegeez through its sharp look, I felt that the Amazigh component is misrepresented if not absent.

For this, I have approched the logo from another perspective and I did my best to understand the compositions of Berber tattoos and I thought that it would be very representative and very challenging for me as a branding task to make a logo that is not only inspired by the Berber culture but that would fit perfectly into the spectrum of Berber tattoos and have the contemporary flair to represent a bicycle brand that can sell in Morocco and export itself and its cultural background.

I wanted to keep the original starting shape (bird symbol) and make it look more like a composition of a chin tattoo, and have the word zeegeez incorporated in it in some way.

First thing is first, the symbol should be pointing to the top, sign of moving forward and a way to keep the vertical nature of the berber chin tattoos.