In 2003, a Moroccan government committee was appointed to make a choice between Latin, Arabic, or Tifinagh script to codify Berber/Tamazight. Tifinagh was officially selected, but the debate over its choice is still ongoing, involving different groups with opposing views and complex affiliations. This paper explores how orthographies are decided based on social, cultural, and ideological factors rather than linguistic and scientific grounds, and it shows that the development of an orthography is not a neutral activity. Researchers in language ideology suggest that orthography is a sign that represents identity and a particular ideology, and that it can serve as a tool for showing differentiation, or affiliation to a certain group, community or nation. In most societies, the manifestation of more than one ideology is considered the norm, in which competing ideologies are presented as logical justifications. Informed by theories of language ideologies and discourse analysis, this study analyzes ideological motivations for the script selection for the Berber language in Morocco, and it investigates the social implications of the script codification. The data that informs this study is based on fieldwork conducted in Morocco in fall 2011, including language questionnaires, focus groups, interviews and observations. This research reveals that the script debate is far from decided, and that the script issue is deeply connected to questions of identity in modern Morocco. The outcome of this study is relevant not only to the Moroccan context, but also to other groups, communities and nations facing similar decisions with competing choices.