Saudia, the national airline of Saudi Arabia, in a surprising move, has rebranded itself with a new logo and livery. The airline says that 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. Saudia’s new brand identity is similar to the one it had in the 1990s.
Saudia says that this 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. Passengers 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.
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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.said Engr. Ibrahim Al-Omar, Director General of Saudia Group.
The new brand colours comprise of green, blue and sand, representing Saudia’s aim to expand its fleet and destinations, connecting the world to Saudi Arabia, emphasizing the Kingdom’s authenticity and deep-rooted values.
In parallel to the rebrand, Saudia has also undertaken a huge digital transformation, entirely enhancing the customer digital experience. Saudia says that it “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.
Featured image by Saudia
All the other images by Saudia
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