Saudia rebranded to ‘engage all five senses’

The flag carrier of Saudi Arabia sought the help of global brand design group Landor & Fitch to reimagine the brand’s identity, following on from the country’s mission of hoping to bring 330 million visitors to the country by the end of the decade. The extensive rebrand includes a logo and colour palette change, reverting back to its 1970/80s look, while a new audio identity and brand scent are also to set be introduced.