Summary
“Welcome to our future”. The brand idea was to create a future-proof purpose, fuelled by its legacy.
Saudia Airlines now breaks away from global airlines and embraces the Kingdom’s national identity, incorporating Saudi culture featuring distinct colours, green, blue and sand. The colours are now used across the logo, colour palette, illustrations and patterns, synonymous with the Kingdom.
Scope
This rebrand extends beyond the visual identity, with a refreshed tone of voice, streamlining of products, services and business lines, reshaping the Group’s architecture, propelling Saudia into a new era.
“Saudia Airlines is the most iconic brand in Saudi… Our name and logo are an integral part of the Kingdom’s aviation history and development. It was important that we play into the emotional connection Saudis have with the elements of our brand and restore them to suit today’s world. Our new identity reflects our visionary approach, poised to captivate the world.” Khaled Tash, Group Chief Marketing Officer, Saudia Group .
Saudia Airlines’ rebrand has been recognised as the sixth fastest-growing airline brand globally, with accolades as, “Most Improved Airline in the World” (Skytrax) and “Most Trusted Saudi Brand” (Ipsos).
The success story is deeply intertwined with Saudi Arabia’s Vision 2030, committing to growth, tourism and economic progress.