When I search about the chauffeur’s history, I found a picture about King of William III. who’s in a chariot. I want to use this drawing in the identity too.
I moved between two worlds, the old and today, when I made the identity. The traditional compositions is reminiscent of the old age, but if we look at that, we know this is a renewed style.
For the catalogue, I used to an interesting format with some really nice SimonasBerukstis‘s photos. And I mixed again the vintage typography with some fonts from the 20th century, and 21th century, and a calligraphy font what drawn by myself.

Société Royale d’Encouragement du Cheval

Sorec is a Moroccan government owned company founded in 2007 dedicated to the horse sector. It is the outcome of a merger between «le Comite Consultatif des Courses» entity created in 1920 and the «Pari Mutuel Urbain Marocain». Since 2011, the National Studs activity, formerly part of the Ministry of Agriculture, joined SOREC.

Through centralizing three main activities: Breeding, Racing and Betting into SOREC, the government aims at improving the Horse industry and its Economic and Social impact nationwide.

SOREC organizes over 1 760 races in 6 racetracks: Rabat, Casablanca, Ej Jadida, Settat, Khemisset and Meknes. SOREC also manages horserace betting business, based on totting up system.

This rebranding project was rejected.