Saudia, the national flag carrier of Saudi Arabia,
revealed its new brand identity and livery during a milestone event in Jeddah, in the
presence of Royal Highnesses, Excellencies and leaders from both the public and
private sectors, as well as prominent media correspondents and aviation experts.
This new identity is in line with a wider strategic digital transformation plan aimed at
strengthening the airline’s support for the Kingdom’s Vision 2030 to bring the world
to Saudi Arabia.
The rebrand marks the beginning of a new era for Saudia, introducing innovative
concepts in terms of customer services with a strong focus on digital aspects and
enhancing the guest experience by celebrating Saudi culture. This transformation
reinforces Saudia 's national identity as it reimagines all products and services to
engage all five senses. Guests can anticipate an authentic Saudi experience during
their journey, showcasing the very best of Saudi Arabia and its rich culture. This
includes a distinctive fragrance and sonic identity, locally inspired cuisine, all crafted
by skilled Saudi craftsmen. This new identity mirrors Saudi Arabia's welcoming spirit,
leaving guests with a deep sense of the country's warmth and hospitality, while
promoting a deeper appreciation of Saudi culture for both nationals and visitors. The
rebrand also encompasses new uniforms for cabin crew and ground staff.
The new brand color identity, comprised of green, blue, and sand, represent
Saudia's aim to expand its fleet and destinations, connecting the world to Saudi
Arabia, emphasizing the Kingdom’s authenticity and deep-rooted values.