Saudia Unveils New Brand Identity and Aircraft Livery

Saudia new livery. Photo source: Saudia

Saudia, the national flag carrier of Saudi Arabia, recently unveiled its new brand identity and aircraft livery during an event in Jeddah.

According to a company announcement, the transformation represents a new phase for Saudia, focusing on innovative customer services with a strong digital orientation while honoring Saudi culture.

The brand’s new color palette, comprising green, blue, and sand, signifies Saudia’s commitment to expanding its fleet and global destinations. It emphasizes the airline’s role in connecting the world to Saudi Arabia, highlighting authenticity and traditional values.

“We are experiencing a new era and a very exciting time for Saudia,” said Saudia Group Director General Ibrahim Al-Omar.

Moreover, the transformation aims to engage guests’ senses, providing an authentic Saudi experience during a journey. It includes a unique fragrance and sonic identity, locally-inspired cuisine crafted by Saudi artisans, and a commitment to showcasing Saudi culture.

The rebrand also reflects Saudi Arabia’s welcoming spirit, fostering a deeper appreciation of Saudi culture among nationals and visitors. Additionally, the airline’s cabin crew and ground staff will wear new uniforms in line with the refreshed identity.

“Our airline has evolved from a Douglas DC-3 aircraft in 1945 to a modern fleet of 140 aircraft serving over 100 destinations, becoming one of the largest airlines in the region. The new identity incorporates our rich heritage while reflecting our visionary approach,” Al-Omar added.

In tandem with the rebrand, Saudia has embarked on a digital transformation journey aimed at enhancing the customer digital experience. Saudia leads among international airlines in deploying generative Artificial Intelligence (AI) with its virtual assistant, “SAUDIA,” offering a seamless and efficient transaction process for guests.

According to the announcement, Saudia’s revamped brand identity and livery are central to the airline’s strategic digital transformation plan, aligning with Saudi Arabia’s Vision 2030, an ambitious initiative that aims to transform the country into a modern and diversified economy.

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