Saudi Arabia’s flag carrier Saudia has unveiled a new brand identity and livery, as part of the airline’s goal to bring around 330 million visitors to the Kingdom by 2030.
The previous dark blue tailfin and capitalised ‘SAUDIA’ on aircraft fuselages has been replaced with a green colour on the tailfin and engines (replicating the colour of the Kingdom’s flag), and a green, sand and blue stripe across the fuselage, alongside the ‘Saudia’ name.
In a press release the airline said that it had reimagined all products and services “to engage all five senses”, including locally inspired cuisine, and “a distinctive fragrance and sonic identity”.
Other elements of the rebranding include new uniforms for cabin crew and ground staff, and the launch of an artificial intelligence virtual assistant, with Saudia says will “enable guests to complete the entire transaction through this efficient process by the end of the year”.
In June Saudia launched flights between and Jeddah’s King Abdulaziz International airport and Gatwick, adding to existing UK services from Jeddah and Riyadh to Heathrow, and from Jeddah to Manchester.
Commenting on the new brand identity 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.”
At Arabia Travel Market earlier this year Saudia gave a sneak peak at the business class suites which will be fitted to the carrier’s forthcoming fleet of A321 XLR aircraft.
Plans for a second flag carrier were unveiled by the kingdom’s Public Investment Fund earlier this year, with Riyadh Air expected to take flight in early 2025 with a fleet of Boeing 787-9 aircraft.