The official flag carrier of Saudi Arabia, Saudia Airlines, has rebranded in order to better represent the culture of the nation.
In order to bring the airline into the modern era and celebrate Saudi culture, Saudia Airlines worked with Landor & Fitch to revamp the brand and design a new livery. The revamp ensured that the brand is synonymous with the Kingdom by incorporating components of Saudi identity into the logo, color palette, pictures, and patterns.
The new look abandons the branding conventions now used by international airlines in favor of emphasizing the Kingdom’s national identity, which is what makes Saudia Airlines special as an airline. The rebranding has been positioned to promote Saudi culture and the airline’s status as a national carrier, all while drawing on Saudi Arabia’s unique personality. Through all five senses, the rebrand strengthens Saudi Arabia’s feeling of national identity. Throughout their trip, guests can anticipate an authentically Saudi experience, complete with a unique scent, a unique sound signature, and regionally inspired food that is designed to reflect Saudi Arabia’s kindness and hospitality.
All of the brand’s touchpoints with customers have managed to capture the essence of Saudi identity and culture. The three unique colors of the new brand, which stand for important facets of Saudi identity, are one of its most notable features.
