Saudia Airline Arabic Typeface

As part of the new branding for Saudia, the national airline of Saudi Arabia, Tarek Atrissi Design was commissioned to create a bespoke Arabic typeface that would become the airline’s typographic voice across all touchpoints.

Crafted in multiple weights — from Thin to Black — the custom Arabic typeface was developed to be the counterpart to a specially customized version of the Latin font Bw Gradual, known in this identity as Saudia Sans. Designed in close harmony with the Latin, the Arabic font mirrors the tone and personality of Bw Gradual, while staying rooted in the proportions and elegance of traditional Arabic calligraphy.

The result is a highly versatile typeface that plays a central role in Saudia’s visual identity — in the sky and on the ground. From bold headlines to small print, the font has proven adaptable across sizes and media. It is used in both digital and printed applications, seamlessly integrating into every part of the passenger journey: from booking a ticket online, to checking in, boarding, navigating airport signage, and reading onboard menus and entertainment systems.

Seen throughout the major airports of Saudi Arabia — in Riyadh, Jeddah, and Dammam — and across the airline’s advertising campaigns and collateral, the typeface has become a truly visible and vital element of the Saudia brand. We call it a flying typeface — one that connects with travelers at every moment of their experience.

This ambitious project reflects over 25 years of Tarek Atrissi Design’s expertise in Arabic typography and multilingual type design. It showcases our commitment to creating distinctive, strategic typefaces that not only meet the needs of complex identities, but help shape them.