Summary
The airline’s inception is to transform the Kingdom into a global aviation hub for the world, operating out of the new King Khalid International Airport in Riyadh, connecting over 100 global destinations by 2030.
Scope
Creating a brand-new airline required developing a strong positioning and proposition, unearthed by interviewing the key stakeholders in the Kingdom, including Royal Family, the Governor of PIF and several key stakeholders in the Kingdom.
Establishing that a digitally-native, premium airline, that stands out through advanced and sustainable technology, meant that sleek and innovative brand would need to be created.
The use of lavender in the primary colour palette, often used to replace red carpets when welcoming guests in official ceremonies, also symbolises hospitality, generosity and growth. The logo, taking inspiration from Arabic calligraphy and movement of a birds’ wing in flight, coupled with the defined R symbol sits within a window, symbolishing a portal into the Kingdom.
Riyadh Air plans full-scale operations in 2026.