Orange Morocco, formerly known as Méditel, is a major telecommunications operator in Morocco. Its brand identity in the form of its logo has undergone a few changes over the years. The changes reflect both local market dynamics and its integration with the global Orange Group. The evolution of its logo shows the strategic shifts made by the company and its broader branding journey of Orange as an international telecommunications leader. The article delves into the evolution of the Orange Morocco logo over the years.
The Genesis of the Orange Morocco Logo (1999 – 2013)
The original Méditel logo was distinct from Orange’s visual identity. It featured the white wordmark “Meditel” in the title case and was written using a sans-serif typeface. Placed against a red rectangular background with a curved side, the wordmark in a yellow Moroccan script also appeared above the English variant. To the right of the two wordmarks was the curved image of a crescent moon in white and a small orange circle symbolising the sun at its centre.
(2013 – 2016)
The first major change to the Meditel logo took place in 2013, wherein the red rectangular background gave way to a brown one. At the bottom of the rectangle appeared the brand name “Meditel” in white lowercase and in a sans-serif typeface.
(2016 – Present)
On December 8, 2016, Méditel officially became Orange Maroc and adopted the global Orange brand identity. The rebranding was part of Orange Group’s strategy to unify its international operations under a single, recognisable brand, especially across Africa and the Middle East. The new logo replaced Méditel’s design with the iconic Orange logo.
It features a minimalist orange square with the wordmark “orange” in lowercase using a white Helvetica font and placed at the bottom of the square. This change signalled a commitment to simplicity, modernity, and global consistency. Besides, the new logo aligns Morocco’s operations with the international image of Orange.
The Elements of the Orange Morocco Logo
Font
The wordmark in the Orange Morocco logo employs a Helvetica-based typeface in lowercase to symbolise modernity and approachability.
Colour
The colour palette used in the Orange Morocco logo is orange, which symbolises warmth, energy, and innovation. The colour is both the brand’s name and its visual signature.
The History of Orange Morocco
Orange Morocco, which was originally known as Médi Télécom or Méditel, is one of the three major licensed telecommunications operators in Morocco. The company was founded in 1999 through a partnership between leading telecom companies and Moroccan financial and industrial groups. It received its operating licence the same year and launched commercial operations on March 29, 2000. From its inception, Méditel positioned itself as the second mobile telephony operator in Morocco and challenged the long-standing dominance of Maroc Telecom.
Over the years, the company expanded its services to include mobile, fixed-line, and internet offerings, as well as invested heavily in infrastructure development. Méditel was among the first operators globally to introduce advanced technologies such as HSDPA (3G+) and later 4G. In fact, it launched Morocco’s first 4G services in June 2015. By the mid-2010s, Méditel had built a nationwide network with over 4,000 radio sites and a fibre optic network spanning more than 5,400 kilometres. It covered over 99% of the Moroccan population. The company served millions of customers and established a strong market presence.
In 2010, France Télécom, which later became Orange Group, acquired a 40% stake in Méditel for €640 million, thereby signalling the beginning of a strategic partnership. Orange increased its stake to 49% by 2015 and gradually influenced the company’s operations and branding. This culminated in the official rebranding of Méditel to Orange Morocco on December 8, 2016.
The rebranding was part of Orange Group’s broader strategy to unify its international operations under a single, globally recognised brand, particularly across Africa and the Middle East. This transition aligned Morocco’s telecom operator with Orange’s international identity and allowed the company to offer integrated fixed and mobile digital services under one cohesive brand.
Since adopting the Orange brand, Orange Morocco has significantly diversified its portfolio to include mobile telephony, fixed-line services, fibre-optic internet, ADSL, cybersecurity solutions, and mobile payment services. Today, the company serves over 14 million customers and operates nearly 450 retail shops across Morocco.
It continues to invest heavily in expanding its network infrastructure. It also supports more than 99% population coverage with high-speed 4G services and prepares for the rollout of 5G technology. Orange Morocco has played a vital role in the digital transformation of the country. It did so by committing over $575 million in investments between 2022 and 2025 to accelerate the deployment of fibre and high-speed internet infrastructure. Since its founding, the company has invested more than 105 billion dirhams in the Moroccan market.
In addition to its technological and commercial achievements, Orange Morocco has earned recognition for its customer service excellence. It was named “Morocco Customer Service of the Year” for four consecutive years. It has also been honoured as a “Top Employer” in Morocco and Africa for six years.
The Orange Morocco Foundation supports social initiatives focused on digital education and the social integration of youth and women. It thus reinforces the commitment of the company to corporate social responsibility. Today, Orange Morocco holds approximately 33.5% of the Moroccan telecom market, which makes it the second-largest operator in the country and a key player in the nation’s broadband and digitalisation strategies.
Interesting Facts About Orange Morocco
- Orange Morocco used to be known as Méditel until its rebranding in 2016. It is one of the three major licensed telecommunications operators in Morocco. It was originally founded in 1999 and quickly became the country’s second mobile operator.
- The company employs around 1,280 people directly and generates approximately 20,000 indirect jobs across Morocco. This highlights its significant contribution to the local economy and employment.
- Orange Morocco serves about 14.2 million customers nationwide and operates nearly 450 retail shops throughout the country, which reflects its extensive reach and customer base.
- The operator owns and manages an extensive fibre optic network exceeding 5,400 kilometres. In addition, it has more than 4,000 radio sites, which together cover over 99% of Morocco’s population.
- In June 2015, before its rebranding, Méditel was the first operator to launch 4G services in Morocco, starting in Casablanca. This marked a milestone in the country’s digital evolution.
- The transition from Méditel to Orange Morocco in December 2016 was part of Orange Group’s strategy to unify its African and Middle Eastern operations under a globally recognised brand.
- Orange Morocco offers a diverse range of products beyond mobile telephony. This includes fixed-line services, fibre-optic internet, cybersecurity solutions, and mobile payment services.
- The company’s leadership has included key figures such as Hendrik Kasteel, who was appointed the managing director in 2020.
Finally
The Orange Morocco logo has evolved from being the local identity of Méditel to the globally recognised Orange square. It encapsulates the journey of the company toward international integration and modernity. The adoption of the Orange logo in 2016 marked a key moment, and it aligned the telecom landscape of Morocco with a brand synonymous with innovation, simplicity, and connectivity worldwide.