The new identity aligns with a broader strategic digital transformation plan that aims to strengthen the airline’s support for Saudi Arabia’s Vision 2030 initiative. This rebrand marks the beginning of a new era for Saudia, introducing innovative concepts in customer service with a strong focus on digital aspects and enhancing the guest experience by showcasing Saudi culture. This transformation reinforces Saudia’s national identity as it reimagines all products and services to engage all five senses. Travelers can expect an authentic Saudi experience, highlighting the best of Saudi Arabia and its rich culture.
This includes a unique fragrance, sonic identity, and locally inspired cuisine crafted by skilled Saudi craftsmen. The new identity reflects Saudi Arabia’s welcoming spirit, leaving guests with a profound sense of the country’s warmth and hospitality, while promoting a deeper appreciation for Saudi culture among both locals and visitors. Additionally, the rebrand includes new uniforms for cabin crew and ground staff.
The brand’s color identity, featuring green, blue, and sand, represents Saudia’s goal of expanding its fleet and destinations, connecting the world to Saudi Arabia. Saudia has also undergone significant digital transformation, vastly improving the customer’s digital experience. As a pioneer in the region, Saudia leads among international airlines in utilizing generative Artificial Intelligence (AI) as a virtual assistant named “SAUDIA.” By the end of the year, Saudia aims to enable guests to complete the entire transaction efficiently through this AI assistant.
Ibrahim Al-Omar, director general of Saudia Group, expressed his excitement about this new era for the airline, acknowledging its impressive growth and historical significance. He emphasized that the new identity incorporates elements that reflect Saudia’s visionary approach, poised to captivate the world.
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