Saudia, the national flag carrier for Saudi Arabia, has unveiled a vibrant new brand livery and messaging, comprised of green, blue, and sand, representing Saudia’s aim to not only make a make on the world of tourism and aviation as the country continues to invest in economic growth initiatives and woo the world, but also to (and more importantly) expand its fleet and destinations, and “emphasizing the Kingdom’s authenticity and deep-rooted values”. I like it a lot, but at the same time, there is not much change because this is somewhat the retro livery of the 1980s/90s but with a touch of modernity and sleek and stylish ambiance. So what’s old is new again.
But that is what on the outside. Inside the aircraft are complete modern changes, such as the crew uniforms, the seats in all of the cabins, evolved and enhanced loyalty program, and also revamped in-flight catering options in all classes of travel. This unveiling marked a significant commitment to modernization and a deeper connection with the Saudi national identity.
The official presentation of Saudia's new identity took place at the airline's headquarters in the presence of dignitaries, government officials, private-sector representatives, and experts from the aviation and air transport industry.
September 30 was selected as the launch date of the new branding because it marks the anniversary of the late King Abdulaziz's historic first flight aboard a "Saudi Arabian" DC-3 aircraft from Afif to Taif.
“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 airlines in the region.” - His Excellency Engr. Ibrahim Al-Omar, Director General of Saudia Group
The airline's statement emphasized the symbolism behind the chosen colors and their profound connection to the Kingdom of Saudi Arabia.
Green, representing the pride and honor of the national flag, as well as the abundant generosity, culture, and hospitality of Saudi Arabia, embodied by the iconic palm tree. Blue, a symbol of the Kingdom's vast seas and endless skies, served as inspiration for future groundbreaking initiatives.
Finally, the sandy brown, signifying the richness and authenticity of the homeland, celebrated its deep-rooted heritage.
The airline is ambitious in its focus on digital transformation and is introducing generative artificial intelligence (AI) as a virtual assistant, named “SAUDIA.” By the end of this year, Saudia says it will enable a personalized and efficient customer experience where passengers can complete the entire booking process through this (OK, so as long as it is not as bad as some other airline apps where you cannot see your bookings for over 50% of the time...no airline mentioned!). There will always be a need for a human to accompany the technology and especially when you are thinking of aiming at countries where passengers may not be all to digitally savvy.
Saudia's new uniform. Given that the new Saudia is quite focused on the use of green, it has always been interesting that the cabin crew uniforms are blue. But then again blue is a preferred choice of colour for many airlines for their cabin decor and uniforms (green uniforms wouldn't really look good - I think!): Photo Copyright Saudia, Saudi Arabian Airlines
About Airline PR
This is a special section on Airline Branding, and Airline Public Relations written by me on all the flights I have been fortunate enough to have been on. These are not records taken from somewhere else, but are actual flights I have been on. Most of the flight trips are officially sponsored by the airline companies in order to promote their certain routes, and aircraft. Airline promotion and PR related work in the aviation industry is one of my expertise.
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