Saudi Arabian Airlines revives 70s livery in rebranding

Saudi Arabia’s flagship airline presented its new brand identity, which abandons the yellow and blue tones for a retro style dominated by the color green

Saudi Arabian Airlines (Saudia), Saudi Arabia’s main carrier, unveiled its new brand identity and livery on September 30, a return to the company’s past.

Instead of a new style, Saudia chose to rescue its past. The airline abandoned the livery it had used since the 2000s, with the color blue and yellow in a sandy tone that looked quite attractive.

In its place, the visual identity inspired by the style of the 70s returned, mainly composed of the color green but in a lighter tone and which is applied to the vertical stabilizer and engines

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The typography of the “Saudia” inscription also came from the past, a style closely identified with the brand.

Saudia A321neo with the new livery (Saudia)

“We are experiencing a new era and a very exciting time for Saudia. Our airline has evolved from a Douglas DC-3 aircraft in 1945, to a 140-aircraft modern fleet serving over 100 destinations, becoming one of the largest airline in the region,” said His Excellency Engr. Ibrahim Al-Omar, Director General of Saudia Group.

According to the company, the new brand identity seeks to mark the beginning of a digital revolution at the airline, within the Vision 2030 project, which the country’s government launched in order to attract more tourists.

The previous paint scheme was introduced in the 2000s (Saudia)

Saudia’s move comes amid the launch of the new Arab carrier, Riyadh Air, belonging to the same group, and which aims to be a global competitor to Emirates Airline, Qatar and Etihad, among others.

To mark the moment, Saudia presented five aircraft featuring the new livery, a Boeing 777-300ER, two 787-10 and two Airbus A321neo.

A Boeing 747-200 from Saudi Arabia in the 70s (Aero Icarus)


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