Saudia airlines announced its rebrand and new brand strategy on Saturday, 30th September.
The Saudia rebrand will reflect the new changes in both, the airline carrier’s visual identity, as well as its brand positioning and strategy.
The brand’s new identity is a part of its larger digital transformation strategy. It also aims to align with Saudi Arabia’s 2030 vision “to bring the world to Saudi Arabia”.
Reinforcing Saudia’s national identity, the revamp reimagines the airline’s products and services to “engage all five senses”.
New Saudia logo and livery
The national carrier’s new brand colour identity features the colours green and blue, and sand. The colours aim to highlight the “Kingdom’s authenticity and deep-rooted values.”
The new logo and livery of Saudia airlines draws from its history and goes back to a version of its logos from 1971 to 1996.
“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,” said His Excellency Engr. Ibrahim Al-Omar, Director General of Saudia Group.
Saudia’s experience-focused rebrand
Saudia’s larger brand strategy will focus on digital features and Saudi-culture driven guest experiences.
The airline will focus on providing an “authentic Saudi experience” to its consumers during their journeys.
The Saudi experience will also feature a signature fragrance and a sonic identity, along with locally-inspired cuisine, which are created by Saudi craftsmen.
Read also: Air India rebrands as it begins new journey
The new identity will aim to showcase the country’s “welcoming spirit” and hopes to promote a “deeper appreciation” of Saudi culture for both nationals and visitors.
The rebrand also encompasses new uniforms for cabin crew and ground staff.
Saudia has also undertaken a digital transformation with the aim of enhancing its customer digital experience.
The airline also features a new AI virtual assistant called “SAUDIA” which will help customers book their flights and complete transactions by the end of the year.
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