From take-off to touchdown
Building a post-pandemic, future-forward airline for the capital of Saudi Arabia
A brand that had to represent Riyadh’s future and the Kingdom’s Vision 2030 ambitions from day one.
We led the brand positioning, naming support and visual identity for Riyadh Air — a brand-new, digitally-native airline built to turn Saudi Arabia into a global aviation hub. Extensive regional research shaped an identity built for what the capital is becoming, not just what it is today, positioned to work alongside Saudia rather than compete with it.
Built to turn the Kingdom into a global aviation hub, Riyadh Air will fly from the new King Khalid International Airport, connecting more than 100 destinations worldwide by 2030. Positioning a brand-new airline meant going straight to the source — conversations with key figures across the Kingdom, including the Royal Family and PIF leadership, shaped a proposition built around a digitally-native, premium airline defined by sustainable, advanced technology.
The primary colour, lavender, carries real meaning — traditionally used in place of a red carpet for official welcomes, symbolising hospitality and generosity. The logo draws on Arabic calligraphy and the motion of a bird's wing, with the R symbol framed inside a window — a portal into the Kingdom. Full-scale operations are planned for 2026.