Saudia, the national airline of Saudi Arabia, has revealed a striking new brand identity and aircraft livery, reaffirming its commitment to welcoming 330 million visitors to the Kingdom by 2030 as part of Vision 2030.
The airline’s previous dark blue tailfins and prominent ‘SAUDIA’ branding have been replaced with a vibrant green palette inspired by the Saudi flag. The refreshed livery features a distinctive tricolor band in green, sand, and blue, elegantly wrapping around the fuselage and complemented by the new Saudia wordmark.
Saudia’s comprehensive rebrand encompasses much more than visual updates. The airline has introduced a multi-sensory journey for guests, integrating regionally influenced cuisine, signature scents, and exclusive soundscapes to elevate the onboard experience.
Uniforms for both cabin and ground staff have been redesigned to reflect contemporary Saudi elegance. Additionally, Saudia is rolling out an advanced AI-powered virtual assistant, designed to seamlessly manage guest inquiries and transactions from booking to arrival. The full digital experience is slated for completion by the end of 2025.
In a strategic move to enhance its global reach, Saudia has expanded its flight network, including new direct services between Jeddah’s King Abdulaziz International Airport and London Gatwick, complementing established routes to Heathrow and Manchester from both Jeddah and Riyadh.
Reflecting on Saudia’s transformation, His Excellency Engr. Ibrahim Al-Omar, Director General of Saudia Group, shared:
“As Saudia embarks on this exciting new chapter, it’s inspiring to revisit our beginnings—from a single Douglas DC-3 in 1945 to a state-of-the-art fleet of 140 aircraft serving over 100 destinations worldwide. This evolution cements our reputation among the region’s premier airlines.”
He highlighted the deep cultural resonance of the Saudia brand, stating, “Our refreshed identity harmoniously fuses our proud heritage with a bold vision for the future, designed to captivate travelers from around the globe.”
At the Arabia Travel Market, Saudia offered a first look at its next-generation Business Class suites for the forthcoming A321 XLR aircraft, signaling a new era of comfort and privacy in premium cabins.
This ambitious rebranding coincides with the rise of Riyadh Air, Saudi Arabia’s new international carrier, intensifying competition with global giants like Qatar Airways, Emirates, and Etihad.
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