Saudia, the national flag carrier of Saudi Arabia, has 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. The airline says that 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 introduces innovative concepts in terms of customer services with a strong focus on digital aspects and enhancing the guest experience by celebrating Saudi culture. The rebrand also encompasses new uniforms for cabin crew and ground staff.
The new brand colour identity is comprised of green, blue, and sand.
His Excellency Engr. Ibrahim Al-Omar, Director General of Saudia Group, said: “We are experiencing a new era and a very exciting time for Saudia. Our airline has evolved from a Douglas DC-3 aircraft in 1945, to a 140-aircraft modern fleet serving over 100 destinations, becoming one of the largest airline in the region.
The name and logo of Saudia are integral parts of the Kingdom's aviation history and development, and our people share a special emotional connection with the brand. We have incorporated this rich heritage into our new identity, adding elements that reflect our visionary approach, poised to captivate the world.