Saudia, previously known as Saudi Arabian Airlines, unveiled its new livery and branding. 

Previously thought to be a series of retro paint schemes, the Saudi national carrier has confirmed its rebrand that signals the beginning of a new era for the airline.

What's Old is New Again

Saudia's new livery harkens back to its aircraft's paint scheme in the 1970s and '80s. The new livery uses mainly green and blue colors to express the landscape of Saudi Arabia fully. Precisely, its vast deserts and location by the Red Sea.

Saudia's new logo has transformed to a simple green and white, with the logo font also being based on the airline's branding in the late-20th century.

Back in the day, a similar paint scheme would be seen on the airline's fleet of Lockheed L-1011 Tristars, 747s, and 737s, among other classic planes.

Saudia rolled out this paint scheme, albeit a slight variation, back in 2021 when it celebrated its 75th Anniversary. This scheme is currently worn by one of its 777-300ERs, HZ-AK28.

As deliveries of new Airbus A321neo and more Boeing 787-10 aircraft commenced earlier this year, avid plane spotters began noticing that these Saudia jets were painted in a seemingly retro livery, much like what was on the Retro 777.

Speculation at the time was that these planes would also carry specific retro colors. However, this would not be the case. Saudia confirmed that the liveries seen on its new A321neo and 787-10 deliveries would be its official new brand identity. 

The carrier says its name and logo "...are integral parts of the Kingdom's aviation history and development, and [its] people share a special emotional connection with the brand." In an official statement, Saudia says it has incorporated this rich heritage into the new identity, adding elements reflecting its visionary approach.

According to the carrier, this transformation of Saudia reinforces its national identity. Guests can expect an "authentic Saudi experience" during their journeys with the airline. These include distinctive fragrances and locally inspired cuisines offered onboard.

Also included in this rebrand are new uniforms for the Saudia cabin crew and ground staff. Despite the new logo branding being predominantly green, the new cabin crew uniforms are dark blue.

An Ambitious Future

Saudia, the Kingdom of Saudi Arabia's national airline, is also fully owned by the Kingdom. Therefore, it makes sense that any future expansionary plans of the carrier are taken with the Kingdom's best interest in mind.

In line with this, Saudia's new branding and future progress are part of the Kingdom's overall "Vision 2030" initiative. This strategy aims to turn Saudi Arabia into a global leader. According to Saudia, improving safety and working towards a more sustainable future are included in this strategy.

Most ambitious, Saudia will be integral to the Kingdom's goal to bring around 330 million visitors by 2030. Overall, the next few years will be very exciting for Saudia. 

The Director General of Saudia Group, H.E. Ibrahim Al-Omar, says the carrier is "experiencing a new era and very exciting time." 

Saudia has come a long way, evolving from a single Douglas DC-3 aircraft in 1945 to its current 140-strong fleet that serves over 100 destinations worldwide. This new branding, furthermore, serves as a sign of Saudia's future growth as the carrier works to cement itself further as one of the largest airlines in the Gulf region.