The national carrier of Saudi Arabia, formerly known as Saudi Arabian Airlines or Saudia, has undergone a significant brand transformation as part of the country's "Vision 2030" initiative. While the legal corporate name remains the Saudi Arabian Airlines Corporation, the primary consumer-facing brand has been revitalized and simplified back to Saudia. This rebrand, unveiled in late 2023 and fully implemented through 2026, features a new visual identity inspired by the airline's "Golden Age" in the 1970s, using a distinct green, blue, and sand color palette. This shift is part of a larger strategy to modernize the fleet and position the airline as a world-class carrier capable of competing with regional giants like Emirates and Qatar Airways. It is also important to note the emergence of Riyadh Air, a second national carrier launched by the Public Investment Fund (PIF), which is designed to turn Riyadh into a global aviation hub, while Saudia continues to focus its primary operations and religious tourism traffic through its main hub in Jeddah.