Saudia, the flag carrier of Saudi Arabia, is bringing back its retro liveries. The airline recently revealed a new livery that draws on aesthetics from before the 2000s. The airline's decision to embrace its heritage is part of a broader strategic digital transformation plan aimed at bolstering the Kingdom's Vision 2030 initiative. The goal of this initiative is to draw international talent and investment to Saudi Arabia. Saudia’s project to change the paint identity for its 167 plane fleet is of course much larger in its financial and logistical implications.
The new livery is a significant departure from the recent branding used by Saudia. Saudia’s previous livery drew heavy influence from the Saudi Arabian flag itself. No, it didn’t have the nation’s deep green color or its bold stripes. For example, the new design still features a palm tree and crossed swords, taken from the Saudi Arabian flag, in its logo. Except this time, it loses the beautiful deep green color and full-length green tiger-striped that used to grace its aircraft.
"This new identity is in line with a wider strategic digital transformation plan aimed at strengthening the airline’s support for the Kingdom’s Vision 2030 to bring the world to Saudi Arabia." - Saudia
Saudia’s name is inextricably woven into the fabric of the Kingdom’s history. Even more dangerous, it comes from within the Saudi royal family itself. The airline is currently rebranding itself to celebrate its colorful past. At the same time, it is fully and wholeheartedly embracing a new paradigm and future-focused vision.
Saudia’s fleet consists of mainly Airbus and Boeing widebody, as well as narrowbody aircraft. The national airline has a fleet of about 101 widebody and 66 narrowbody aircraft. This mixed fleet allows Saudia to comfortably serve a wide range of dense domestic and international destinations.
Repainting an entire fleet of this size is a daunting and expensive task. That means that painting a widebody aircraft, like the Boeing 777, is a costly endeavor. It usually runs around $200,000 per airframe and requires an average of 5,000 man hours to produce. At an average repaint cost of $200,000 each, with 43 Boeing 777s in its fleet, just repainting these could cost Saudia $8.6 million.
Narrowbody aircraft, particularly the Airbus A320 family, are even cheaper to repaint. This is said to cost in the neighborhood of $50,000 per aircraft, requiring roughly 1,000 hours of labor. It would take millions of dollars just to repaint the entire fleet. This is a clear indication of Saudia’s deep commitment to its branding strategy.
The move to return to a retro livery arrives on the heels of another recent success in Saudia’s quickly-growing aviation reputation. For context, in 2024, Skytrax placed Saudia as the 20th best airline in the world. This award further highlights Saudia’s dedication to maintaining the highest level in service standards, passenger comfort and operational excellence.
The rebranding initiative is anything but skin deep. Saudia aims to create a cohesive brand experience that resonates with passengers and reinforces its position as a leading global airline. Saudia is rebranding to reflect increased connectivity and support the Kingdom’s overall Vision 2030. This broader strategy is designed to bring millions more tourists and investors to Saudi Arabia.
The design will be phased in as planes go in for scheduled maintenance and repainting. Passengers can look forward to experiencing the new design on an increasing number of Saudia aircraft in the months and years ahead. As for when folks can expect a detailed-to-the-airline timeline of the completion of this mega rebranding project, the airline has yet to announce.
In fact, its recent decision to bring back its more vintage livery has whipped up massive excitement among aviation fans and industry watchers. Most people are seeing it as a very bold and creative tribute to Saudia’s legacy. It heralds the beginning of a new era, brimming with possibilities and change. The rebranding has sparked a lively discussion about the importance of brand identity in the airline industry. How they can create emotional connections beyond transport with their passengers.
Saudia's decision to embrace its retro livery is a strategic move that reflects its commitment to both its heritage and its future. As the airline continues to improve its fleet and broaden its international reach, this new brand identity will be key as they pivot to a tourism image and try to lure new customers. The rebranding is a testament to Saudia's ambition to become a world-class airline that represents the best of Saudi Arabia.
The airline’s dedication to Vision 2030 can be seen in its investment for such a massive rebranding project. With the new visual identity, Saudia aspires to reflect the Kingdom’s diverse heritage and culture. This project, by boosting its relevance to travelers, will help advance Saudi Arabia’s goal of becoming a leading global hub for tourism and business. The design is an assertion of Saudia’s new focus on delivering world-class hospitality. It spotlights the airline’s critical involvement in keying the future of that region’s aviation industry.
The rebranding is worth it not just for the brand itself, but as a reminder of the power of visual communication, especially within the airline industry. A well-designed livery can create a lasting impression on passengers and differentiate an airline from its competitors. Saudia takes the cake for the most audacious retro livery return. Such calculated risk would only serve to raise its collective brand profile and deepen connection and loyalty with customers.
