Branding Angama and creating its identity was an inspiring experience: working with a passionate client who encouraged us to challenge the often-antiquated safari concept and bring authenticity back to Kenya.

The brand name Angama (Swahili for suspended in mid-air), needed to reflect the story of a lodge set high above Africa’s Great Rift Valley overlooking the Maasai Mara; to underpin the historical importance as well as the world’s curiosity with Africa - the spirit of the place, its people, flora and fauna. Luckily Angama is made up of handsome characters, with a particular importance and beautiful phonetic play on the letter ‘A’.

The Angama wordmark pays homage to the shape of the lodge’s tented suites, the famous one-legged Maasai warrior stance, and the distinctive shape of a herd of giraffe on the plains. This imagery is strong and consistent, inspiring an over-extended ascender allowing the serif head to stand proud – all letters in union and generously spaced…suspended in mid-air.

Visit angama.com

Authenticity is the cornerstone of the brand. It helped develop the visual language and strategy for Angama – referencing not only Karen Blixen’s British East Africa but also current-day Kenya: the contrasting colour palette true to vibrant Maasai tribal detailing; softer colonial tones of canvas and blush; textures of polished copper and raw wooden surfaces; patterning and graphic devices based on the Maasai shuka; and the massive animal migrations as seen from the lodge. Grids and layouts were inspired by wide open plains which is also echoed in the typographic style.