Riyadh Air Reveals Its New Brand Identity

Riyadh, June 13, 2023, SPA -- Riyadh Air, the new national airline, yesterday unveiled its brand identity. The Boeing 787-9 Dreamliner's modern and striking livery was revealed at King Khaled International Airport.
The ceremony was attended by Minister of Transport and Logistics Services Eng. Saleh bin Nasser bin Ali Al-Jasser, President of the General Authority of Civil Aviation (GACA) Abdulaziz Abdullah Al-Duailj, Vice Minister of Tourism Princess Haifa Al Saud and several other officials.
The aircraft flew at low altitude over several landmarks of Riyadh. The aircraft will make its first global public appearance on June 19 at the 54th Paris Air Show.
The new airline will offer customers a new level of experience and technology that will reshape the future of flying. The brand identity of Riyadh Air reflects the modern and ambitious theme of Saudi Arabia: the vibrant lavender-colored planes are inspired by the warmth and hospitality of the Kingdom, advancing a creativity and pioneering spirit in aviation. The design of its first aircraft incorporates visual references to the Kingdom and the capital, with the curves of Arabic script of the global campaign tagline "The Future Takes Flight".
Due to its strategic location, Riyadh Air connects with over 100 destinations worldwide; it reaches over 60% of the world’s population in 8 hours of flight time. The airline aims to be innovative in its travel services, while being instrumental in delivering on the Kingdom’s National Transport and Logistics Strategy and the National Tourism Strategy by leveraging the Kingdom’s strategic location.
Earlier this month, Riyadh Air announced that it had obtained the airline designator code “RX” at the 79th IATA Annual General Meeting (AGM). The airline aspires to provide digital, innovative and advanced technologies for seamless guest experiences.
It also aims to facilitate 100 million visits of travelers from around the world to Saudi Arabia by 2030. As part of PIF’s strategy, the wholly owned PIF subsidiary, Riyadh Air, is set to unlock the capabilities of promising sectors to support diversifying local economy, increasing non-oil GDP growth and generating over 200,000 direct and indirect job opportunities. The new national airline represents PIF’s latest investment in the sector, alongside the recently announced King Salman International Airport masterplan, which will enable a more financially resilient aviation ecosystem in Saudi Arabia and support the industry’s global competitiveness, in line with Vision 2030.
--SPA