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.
![](https://www.airdatanews.com/wp-content/uploads/2023/10/a321neo-saudia-960x640.jpg)
“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.
![](https://www.airdatanews.com/wp-content/uploads/2023/10/saudia-livery-960x640.jpg)
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.
![](https://www.airdatanews.com/wp-content/uploads/2023/10/747-saudia-960x640.jpg)