Saudia, the official national airline of Kingdom of Saudi Arabia, unveiled its fresh brand identity and aircraft livery during a momentous event held in Jeddah. The event was graced by the presence of esteemed Royal Highnesses, Excellencies, leaders from both the public and private sectors, as well as renowned media correspondents and aviation experts. This rebranding initiative is a pivotal component of a broader strategic digital transformation plan designed to reinforce the airline’s commitment to Saudi Arabia’s Vision 2030, which seeks to showcase the Kingdom to the world.
This rebrand signals the dawn of a new era for Saudia, introducing innovative customer service concepts with a strong emphasis on digital enhancements and an enriched guest experience that celebrates Saudi culture. This transformation rejuvenates Saudia’s national identity as it reimagines all aspects of its products and services to engage all five senses. Passengers can look forward to an authentic Saudi journey that highlights the best of Saudi Arabia and its vibrant culture. This encompasses a unique fragrance and auditory identity, locally inspired cuisine crafted by skilled Saudi artisans. This new identity encapsulates Saudi Arabia’s warm and welcoming spirit, leaving passengers with a profound sense of the country’s hospitality and promoting a deeper understanding of Saudi culture for both nationals and visitors alike. The rebrand also includes new uniforms for cabin crew and ground staff.
The new brand colors, featuring green, blue, and sand, symbolize Saudia’s ambition to expand its fleet and destinations, connecting the world to Saudi Arabia while emphasizing the Kingdom’s authenticity and deep-rooted values.
Concurrently with the rebranding, Saudia has undertaken a significant digital transformation initiative to enhance the overall digital experience for customers. Saudia stands at the forefront of international airlines by deploying generative Artificial Intelligence (AI) in the form of a virtual assistant named “SAUDIA,” making it one of the first airlines in the region to do so. By the end of the year, Saudia aims to enable passengers to complete the entire transaction process through this efficient digital assistant.
This ambitious and long-planned digital transformation not only improves the customer experience but also streamlines operations and processes while ensuring the highest standards of personal data protection through robust partnerships with leading global companies.
Engr. Ibrahim Al-Omar, Director General of Saudia Group, commented, “We are entering an exciting new era for Saudia. Our airline has evolved from its origins with a Douglas DC-3 aircraft in 1945 to operating a modern fleet of 140 aircraft that serve over 100 destinations, making us one of the region’s largest airlines. The name and logo of Saudia hold a special place in the Kingdom’s aviation history and development, with a strong emotional connection to our people. We have seamlessly integrated this rich heritage into our new identity, incorporating elements that reflect our forward-thinking approach, poised to captivate the world.”
Saudia is not only launching a comprehensive digital program and revamping its appearance but is also actively contributing to the realization of Saudi Arabia’s Vision 2030, collaborating with all industry stakeholders to achieve the goals outlined in the National Aviation Strategy. This strategy aims to position Saudi Arabia as a global industry leader by enhancing the customer experience, improving safety, and advancing sustainability, all in alignment with Saudia’s expansion objectives to welcome approximately 330 million visitors to the Kingdom by 2030.