Saudia, the national airline of Saudi Arabia, unveiled its new brand identity and livery at a landmark event in Jeddah, in the presence of Royal Highnesses, Excellencies, and public and private sector leaders, as well as prominent media correspondents and aviation specialists.

This new identity aligns with a larger strategic digital transformation plan that aims to strengthen the airline’s support for the Kingdom’s Vision 2030 to bring the world to Saudi Arabia.

The rebranding ushers in a new era for Saudia, introducing innovative customer service concepts with an emphasis on digital aspects and enhancing the visitor experience by celebrating Saudi culture. This transformation strengthens the national identity of Saudia by reimagining all products and services to appeal to all five senses. Guests can anticipate an authentic Saudi experience during their journey, exhibiting the very best of Saudi Arabia and its rich culture. This includes a distinctive aroma and sound, as well as cuisine inspired by local traditions, all of which are crafted by experienced Saudi artisans. This new identity reflects the hospitable nature of Saudi Arabia, leaving visitors with a strong impression of the country’s warmth and hospitality and fostering a greater appreciation of Saudi culture among both Saudis and foreigners. The rebranding includes new cabin personnel and ground staff uniforms.

The new brand color identity, constituted of green, blue, and sand, represents Saudia’s intention to expand its fleet and destinations, connecting the world to Saudi Arabia while emphasizing the Kingdom’s authenticity and deep-seated values.

In tandem with the rebranding, Saudia has undergone a massive digital transformation, vastly improving the digital consumer experience. Saudia is the first airline in the region to implement generative Artificial Intelligence (AI) as a virtual assistant dubbed “SAUDIA” among international carriers. By the end of the year, Saudia will enable visitors to complete the entire transaction using this time-saving method.

The ambitious, long-planned digital transformation will not only completely enhance the customer experience, but will also enable more streamlined operations and processes while ensuring the highest levels of protection for visitors’ personal data through partnerships with the world’s leading corporations.

His Eminence Engr. Ibrahim Al-Omar, General Director of Saudia Group, stated, “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.”

He added that the name and logo of Saudia are integral to the history and evolution of aviation in the Kingdom, and the people of Saudi Arabia have a strong emotional connection to the brand. Saudia has integrated this rich heritage into their new identity, adding elements that reflect their visionary approach, poised to captivate the world.

Saudia is not only launching a fully integrated digital program and rebranding itself, but it is also contributing effectively and swiftly to the advancement of Saudi Arabia’s Vision 2030 and the National Aviation Strategy through collaboration with all industry stakeholders. In line with Saudia’s expansion goals to bring approximately 330 million visitors to the Kingdom by 2030, the strategy seeks to make Saudi Arabia a global leader in the industry by enhancing the customer experience, enhancing safety, and working towards a more sustainable future.


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