Saudia Enters a New Era Through Major Re-Brand Strategy

Jeddah, Saudia, the national flag carrier of Saudi Arabia, 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, as well as prominent media correspondents and aviation experts. 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 new brand color identity, comprised of green, blue, and sand, represents Saudia’s aim to expand its fleet and destinations, connecting the world to Saudi Arabia, and emphasizing the Kingdom’s authenticity and deep-rooted values.

In parallel to the rebrand, Saudia has also undertaken a huge digital transformation, entirely enhancing the customer digital experience. Saudia leads among international airlines in operating generative Artificial Intelligence (AI) as a virtual assistant, named “SAUDIA”, being one of the first of its kind in the region. Saudia will enable guests to complete the entire transaction through this efficient process by the end of the year.

The ambitious, long-planned digital transformation, fully improves customer experience but also allow more streamlined operations and processes while ensuring the highest levels of protection of guests’ personal data, through strong partnerships with global leading companies.

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.”

Saudia is not only rolling out a fully integrated digital program and revamping its look, it is also effectively and quickly helping advance Saudi Arabia’s Vision 2030, collaborating with all industry stakeholders to achieve the targets of the National Aviation Strategy. The strategy aims to turn Saudi Arabia into a leader in the global industry, by enhancing the customer experience, improving safety and working towards a more sustainable future, in line with Saudia’s expansion goals to bring around 330 million visitors to the Kingdom by 2030.