Visiter Saudia.
Discovery to the rhythm of the adhan.
Discovery to the rhythm of the adhan.
Long reserved for Muslim pilgrims, Saudi Arabia is now opening its doors to tourism. A country waiting to be discovered almost for the first time: its landscapes, its culture, its history — far beyond the holy sites alone.
The communication angle: inviting travellers to discover the Kingdom with local guides, while preserving the spiritual bond that makes it unique. Hidden places, culture, the Haramain — an exploration set to the rhythm of the adhan.
“Discovery to the rhythm of the adhan.”
Our mission: to set the visual signature of that promise — a logo and an art direction able to speak to international travellers and the faithful alike, in English as in Arabic.
At the heart of the logo: the date palm, Saudi Arabia's national emblem — the very one that appears on the Kingdom's coat of arms. It evokes the oasis, hospitality, deep roots and life in the middle of the desert. A symbol understood instantly, at home and around the world.
Built into several lockups — the palm on its own, as a medallion, or alongside the wordmark — so it adapts to every communication medium.
The art direction is rooted in the green of the Saudi flag, lifted with golden accents. Geometric friezes drawn from local craftsmanship, bilingual typography and photography treated in green monochrome for cohesion — the brand speaks Saudi without ever feeling rigid.
From the Instagram feed to outdoor billboards, from the YouTube banner to signage near the Haramain — the identity comes to life across every traveller touchpoint.
“Hidden places · Culture · Haramain.”
Discover the Kingdom of Saudi Arabia with local guides.