Saudia’s rebranding goes further than the retro-livery

What initially looked like just a few aircraft receiving a retro-livery, actually turns out to be a full rebranding of Saudia Airlines. The national carrier of Saudi Arabia unveiled a new brand identity on September 30 which goes beyond the aircraft livery. The carrier wants to take the next step in customer experience and digitalization as well.

September 30 wasn’t just a random date for the rebranding event with top management and dignitaries in Jeddah. On the same day in 1945, Saudia launched operations with a one-hour and twenty-minute flight from Afif to Taif, with King Abdulaziz on board the Douglas DC-3 that was gifted by US President Roosevelt in February of that same year.

Since then, Saudia

and aviation in Saudi Arabia have come a long way. The Saudia fleet has grown to 155 aircraft, but low-cost carriers have entered the market with Saudia’s own subsidiary flyadeal, and independent flynas. Then in early 2023, Crown Prince Mohamed bin Salman launched Riyadh Air as the second national airline.