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Saudia rebrands for SkyTeam alliance
Saudia, the national airline of Saudi Arabia, has become the latest member of the rapidly expanding SkyTeam global alliance. After undergoing a comprehensive brand refresh programme including renaming, as well as new cabin designs, Saudia’s new identity system has been integrated with SkyTeam’s, ready for launch to coincide with joining the alliance.
Left: The new Honour-designed business cabin. Every touchpoint was redesigned, from check-in to menus. See below for a gallery
Honour, the aviation brand experience consultancy, designed and managed the branding and cabin design activities, working closely with Saudia in an extremely tight four-month schedule.
Honour aligned all touch- points with the new SkyTeam standards and applied the new joint logo and toolkit across the customer experience to comply with the 16 member airline network. This piece of work included new livery and signage through to simple uniform pins.
“As Saudi Arabia’s national flag carrier, Saudia’s new identity and alliance with SkyTeam goes to further strengthen their place in global aviation, whilst showcasing the ‘Best of Arabia’ across all customer touch-points” stated Gerrie Smith, managing director of Honour Branding.
Bert Goren, a worldwide marketing communications executive at SkyTeam, said about integrating alliance brand requirements into an airline identity: “Honour was very fast in picking up our brand values and adding them to Saudia’s individual identity. Without needing very much guidance the team translated a complex alliance rebranding program, into a concrete new brand manual with stunning looking designs.”
Left: The new Saudia livery, complete with SkyTeam branding
Left: The Saudia logo applied to a ticket desk, FIDS monitor, First class check-in totem, queue management system, and signge elements
Left: First Class passengers receive a ticket wallet in muted colours to match the new fabric range
Left: Business Class has received a new range of soft coloured soft furnishings
Left: Economy class (Guest Class) soft furnishings
Right: The tickets, ticket wallets and baggage tags for all three classes (First, Business and Guest) have been updated
Left: An understated colour for the First Class menu, which complements the cabin's colour palette
Right: Blue for Business. The business class menu also reflects the new branding
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