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Saudia’s Retro Rebrand



Skift Take

As Saudi Arabia opens as much as tourism, its nationwide service prepares for its function of bringing guests from across the globe to Saudi Arabia.

Saudi Arabia has daring ambitions to open to vacationers and its airline business is an enormous a part of the plan. Riyadh Air, a brand new service established with help of the Public Funding Fund, ordered numerous Boeing 787 plane in 2023 with the goal to start out operations in 2025.


On the similar time, Saudia, the nationwide service, is working to rework itself. 

Saudia revealed its new model identification and livery throughout an occasion in Jeddah on September 30. The day is the anniversary of the late King Abdulaziz’s first flight aboard a “Saudi Arabian” DC-3 plane from Afif to Taif in 1945. U.S. President Roosevelt had gifted the plane.

The rebrand marked the start of a brand new period for Saudia, the airline mentioned. It will emphasize customer support, digital, and rejoice Saudi tradition.


Saudia’s New Look

The look goes again to a emblem, font, and livery utilized by the service between 1971 and 1996.

Saudia collaborated with Landor & Fitch to refresh the model, which makes use of inexperienced, blue, and sand colours and options a big palm tree towards a triangular background harking back to an plane form. The brand new model imagery makes an attempt to remain rooted within the Saudi tradition and roots of the airline, however is up to date sufficient to painting the airline in a brand new mild. 

There are additionally new uniforms for cabin crew and floor workers. Saudia had deliberate a rollout of a brand new uniform in 2020, however stored these plans on maintain because of the pandemic. The brand new uniforms are darkish blue, with a mixture of beige, gold, royal blue and purple, impressed by the Saudi Arabian tradition and panorama. 


Most enterprise models of the airline have been renamed to align with the brand new company identification. As an illustration, Saudia Aerospace Engineering Industries is now Saudia Technic, and the Prince Sultan Aviation Academy is now renamed the Saudia Academy. 

Saudia, which has been investing in its passenger expertise over time, superior 11 locations to the twenty third spot within the Skytrax airways rating of the World Finest Airways 2023. Regardless of stable service, Saudia doesn’t compete with the likes of Emirates and Qatar Airways within the Center East. The airline might also have been handed on by some prospects as a result of it doesn’t serve alcohol.  Whether or not Riyadh Air or Saudia will serve alcohol sooner or later remains to be an enormous query.

Saudia’s Visitor Expertise

The rebranding is not only about colours and fonts. The airline is engaged on the visitor expertise, internally generally known as the “Shine” programme. The goal is for an genuine Saudi expertise. This features a distinctive perfume and sound, and regionally impressed delicacies. As an illustration, service on board Saudia begins with arabic espresso and Saudi dates. 


Saudia has additionally invested in tech, with its generative synthetic intelligence digital assistant based mostly on OpenAI’s ChatGPT 4, which allows friends to finish a whole transaction.

Saudia helps advance Saudi Arabia’s Imaginative and prescient 2030: The airline’s purpose is to convey round 330 million guests to the Kingdom by 2030. It is a departure from the sooner mandate for the airline, which was to supply a service for Saudi Arabia’s residents to attach with the world. 

The airline ordered 39 Boeing 787 plane this yr and intends to broaden its fleet to 318, together with the LCC unit Flyadeal, as reported by Flight World. The airline group needs to fly to 175 locations. It already has A320family plane on order, together with the A321XLRs.

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