A blast from the past: The story behind Saudia's new logo

Introducing a brand-new Saudia…

It’s a fascinating time for aviation in Saudi Arabia – from a new national carrier to the first Saudia flight to operate at Red Sea International Airport. And here’s the latest announcement, as reported by the Saudi Press Agency.

Saudia has unveiled its new brand identity and livery, bringing back the iconic three-striped design with a vibrant and recognisable Saudi green.

Saudia launch

If the new brand image looks familiar to you, that’s because it’s a reworked logo and font used by the airline from 1971 to 1996. While the logo is a blast from the past, the rebranding “marks the beginning of a new era” for the airline.

According to Saudia, the new identity reflects its commitment to modernisation and includes colours that hold deep symbolism in the Saudi identity. It features three distinct colours: green, blue, and sand.


View this post on Instagram


A post shared by SAUDIA (@saudi_airlines)

Green symbolises the national pride, culture and hospitality of Saudi Arabia, representing the flag and the palm tree. Blue symbolises the Kingdom’s seas and skies, drawing inspiration from them for future groundbreaking initiatives. Lastly, sandy brown signifies the richness and authenticity of the homeland, highlighting its deep-rooted heritage.

The launch of the new identity marked the announcement of a series of initiatives within the digital transformation project framework. The airline has introduced a unique “Saudia” virtual assistant, allowing guests to streamline booking and flight procedures using advanced technology.

Saudia new uniform

The rebrand also encompasses new uniforms for cabin crew and ground staff.

“We are experiencing a new era and a very exciting time for Saudia. 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,” explained His Excellency Engr. Ibrahim Al-Omar, Director General of Saudia Group.

What do you think of Saudia’s new brand identity?

Visit: @saudi_airlines

Images: Social