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  • Ahmed Saleh

Saudia introduces a new brand identity and livery in Jeddah

In a momentous event held in Jeddah, Saudi Arabia's national flag carrier, Saudia, unveiled its fresh brand identity and livery. The ceremony was graced by the presence of Royal Highnesses, Excellencies, leaders from the public and private sectors, prominent media figures, and aviation experts. This strategic rebranding is a pivotal step in Saudia's comprehensive digital transformation plan, aligning its efforts with the objectives of Saudi Arabia's Vision 2030 to showcase the Kingdom to the world.


The rebrand signifies the dawn of a new era for Saudia, characterized by innovative customer service concepts with a strong digital focus. It places a significant emphasis on enhancing the guest experience while celebrating Saudi culture. This transformation is a multi-sensory experience, encompassing fragrance and sonic identity inspired by local culture, as well as cuisine crafted by skilled Saudi artisans. It aims to immerse guests in an authentic Saudi experience, showcasing the country's warmth and hospitality, fostering a deeper appreciation of Saudi culture among both nationals and visitors. The rebrand extends to include new uniforms for cabin crew and ground staff.


Saudia's new brand colors, featuring green, blue, and sand, symbolize its ambition to expand its fleet and reach more destinations, connecting the world to Saudi Arabia, and highlighting the Kingdom's authenticity and deep-rooted values.


In parallel with the rebrand, Saudia is undergoing a substantial digital transformation, enhancing the overall customer digital experience. It leads the way among international airlines by deploying generative Artificial Intelligence (AI) as a virtual assistant named "SAUDIA," a pioneering move in the region. By year-end, Saudia aims to enable guests to complete their entire transaction using this efficient AI assistant.


This ambitious digital transformation not only aims to improve the customer experience but also streamline operations and processes while ensuring the highest levels of data protection for guests through strategic partnerships with global industry leaders.


Engr. Ibrahim Al-Omar, Director General of Saudia Group, remarked, "We are entering an exciting new era for Saudia. Our airline's journey has evolved from a Douglas DC-3 aircraft in 1945 to a modern fleet of 140 aircraft serving over 100 destinations, establishing itself as one of the region's largest airlines. The name and logo of Saudia are integral parts of the Kingdom's aviation history, and our new identity encapsulates our rich heritage while reflecting our forward-looking approach, poised to captivate the world."


Saudia's rebranding effort not only encompasses a comprehensive digital overhaul and a fresh look but also actively contributes to advancing Saudi Arabia's Vision 2030. The airline collaborates with all industry stakeholders to achieve the objectives of the National Aviation Strategy, positioning Saudi Arabia as a global aviation leader. Saudia's expansion goals are aligned with the vision of attracting around 330 million visitors to the Kingdom by 2030, setting the stage for a dynamic and sustainable future.


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