Saudia shows off new look and concepts

Saudi Arabia flag carrier, Saudia has revealed its new brand identity and livery during a milestone event in Jeddah.

This new identity is in line with a wider strategic digital transformation plan aimed at strengthening the airline’s support for the Kingdom’s Vision 2030 to bring the world to Saudi Arabia.

Saudia brings Saudi Arabia’s rich heritage into its new identity

The rebrand introduces innovative concepts in terms of customer services with a strong focus on digital aspects and enhancing the guest experience by celebrating Saudi culture. It includes a distinctive fragrance and sonic identity, as well as locally-inspired cuisine.

The rebrand also encompasses new uniforms for cabin crew and ground staff.

In addition, the airline will have generative Artificial Intelligence (AI) as a virtual assistant, named SAUDIA, which enables guests to complete the entire transaction through this process by the end of the year.

Ibrahim Al-Omar, director general of Saudia Group, said: “The name and logo of Saudia are integral parts of the Kingdom’s aviation history and development, and our people share a special emotional connection with the brand. We have incorporated this rich heritage into our new identity, adding elements that reflect our visionary approach, poised to captivate the world.”

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