Saudia Group, formerly known as Saudi Arabian Airlines Holding Corporation, has unveiled its new brand identity as part of a comprehensive transformation strategy which included the rebrand of Saudia – the national flag carrier of Saudi Arabia. The announcement comes as the Group reaffirms its commitment to driving aviation growth and shaping the future of the Kingdom’s aviation industry,  in alignment with Vision 2030. As an aviation conglomerate, Saudia Group consists of a diverse portfolio, comprising 12 Strategic Business Units (SBUs), which all support the advancement of the aviation sector, not only in the Kingdom but in the MENA region

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