The identity has been crafted so that it has positive personality traits of being friendly and approachable but still includes a sense of strength and sophistication. All of the letters reflect the beak of houbara bird which has the same contours as the symbol making a more comprehensive link between the wordmark and the icon. The colour palette that has been created represent the three main avenues of focus; business, leisure and consumer. Each colourway has its own image duotone using a modern colour grouping that is a little more edgy and contemporary, coupled with a set of bespoke textures, that makes a set of assets covering all aspects of the business