Saudia introduces its re-branding and livery

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 rebrand marks the beginning of a new era for Saudia, introducing innovative concepts in terms of customer services with a strong focus on digital aspects and enhancing the guest experience by celebrating Saudi culture. This transformation reinforces Saudia 's national identity as it reimagines all products and services to engage all five senses. Guests can anticipate an authentic Saudi experience during their journey, showcasing the very best of Saudi Arabia and its rich culture. This includes a distinctive fragrance and sonic identity, locally inspired cuisine, all crafted by skilled Saudi craftsmen. This new identity mirrors Saudi Arabia's welcoming spirit, leaving guests with a deep sense of the country's warmth and hospitality, while promoting a deeper appreciation of Saudi culture for both nationals and visitors. The rebrand also encompasses new uniforms for cabin crew and ground staff.

The new brand colour identity, comprised of green, blue, and sand, represent Saudia's aim to expand its fleet and destinations, connecting the world to Saudi Arabia.

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.

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."