Brand Identity For Riyadh Air

Not a logo: Riyadh Air built an airline ecosystem.

FutureBrand partnered with Riyadh Air to create a new national airline brand from the ground up, shaping a future-ready identity aligned with Saudi Vision 2030. The project encompassed strategy, visual and verbal identity, sonic branding, and customer experience to position Riyadh Air as a global, digital-native carrier. The result is a cohesive, evolving brand designed to connect people and cultures across the world.

Insights

The main idea is that FutureBrand didn’t just create a logo for Riyadh Air; it built a full brand ecosystem aligned to Saudi Vision 2030, aimed at becoming a premium digital-native carrier that brings people, cultures, and opportunities closer together.
The scope went far beyond visual identity: the project included tone of voice and lexicon, sonic identity with Sonicbrand recorded at Abbey Road Studios, scent, loyalty and cargo sub-brands, co-branding architecture, airport collateral, and photography.
Stefano Rivolta, Creative Director at FutureBrand Milan, said the team was excited to “lead the creative direction across the entire project and coordinate international teams,” showing the work was managed as a globally coordinated system.
Ahmad Badr, SVP Strategy EMEA, described it as a “future-facing brand platform designed to evolve alongside the airline,” which explains why the identity was built to adapt over time rather than function as a static launch campaign.
The project also positioned brand design as operating infrastructure for the airline group, with sub-brand architecture for loyalty and cargo and multisensory touchpoints across both physical and digital customer experiences.