Saudia reveals refreshed brand and aircraft livery

Saudia's new aircraft livery

Saudi Arabian Airlines (SAUDIA), the national flag carrier of Saudi Arabia, has introduced its fresh brand identity, which includes a new logo, aircraft livery, and cabin crew uniforms.

This rebranding initiative, extending to all of SAUDIA’s products and services, heralds the dawn of a “new era for SAUDIA,” as stated in an official announcement issued on September 30, 2023.

The new brand color identity, characterized by shades of green, blue, and sand, symbolizes Saudia’s ambitions to expand its fleet and destinations, thus fostering global connectivity with Saudi Arabia. In addition to the visual facets, the airline is introducing a novel fragrance and sonic identity, along with a locally inspired cuisine as part of its in-flight service.

See what SAUDIA’s livery looked like before in this gallery:

Simultaneously, SAUDIA has embarked on a digital transformation journey. By year’s end, the airline aspires to fully deploy its generative Artificial Intelligence (AI) virtual assistant, which will cater to all informational and travel-related requirements of its passengers.

SAUDIA’s new aircraft livery

The airline’s revamped aircraft livery boasts white, green, and blue lines that, according to the carrier, embody progress and transformation. It also introduces a redesigned tail, now adorned in green and featuring the new logo, with the word “Saudia” adorning the aircraft fuselage’s lower section.

The airline’s previous livery featured a solitary golden stripe on a white fuselage, with a dark blue tail housing its former gold-colored logo.

SAUDIA’s old livery. Image by Abdul N Quraishi – Abs/

The fresh design bears resemblance to the airline’s retro livery, which was unveiled on a Boeing 777-300ER to commemorate its 75th anniversary back in September 2021. Nevertheless, discernible distinctions exist, including a significantly darker green hue on the tail and the inclusion of green paint on the engine pod—a characteristic absent in the retro livery.

The rebranding initiative extends to new uniforms for both cabin crew and ground staff. The fresh cabin crew uniforms incorporate a color palette consisting of shades and hues of purple, beige, gold, and royal blue. The airline initiated the uniform rollout on its Paris Charles de Gaulle and London Heathrow routes in February 2020.

See what SAUDIA’s new livery looks like in this gallery:

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