Saudi Arabia has revealed the official visual identity for its 96th National Day, setting the tone for celebrations across the Kingdom later this year.
The identity was announced by Turki Alalshikh, Chairman of the General Entertainment Authority, under the returning slogan “Our Pride Lies in Our Nature”, or “عزّنا بطبعنا” in Arabic.
Saudi National Day will take place on Wednesday, September 23, commemorating the unification of the Kingdom under King Abdulaziz in 1932. While Riyadh’s programme of concerts, fireworks and public events has not yet been confirmed, the new identity is expected to begin appearing across the capital as preparations gather pace.
A Celebration of Saudi Character
Despite the English translation, “Our Pride Lies in Our Nature” is not a reference to Saudi Arabia’s landscapes. Instead, it celebrates the qualities and values seen as part of the Saudi character.
The campaign is built around six central ideas: courage, vision, authenticity, determination, generosity and hospitality. Each is expressed through its own phrase, including “Our Pride Is in Our Courage”, “Our Pride Is in Our Vision” and “Our Pride Is in Our Hospitality”. Together, they sit beneath the wider National Day slogan.
The theme was first introduced for the 95th National Day in 2025 and will continue this year, giving the campaign a sense of continuity rather than replacing it with an entirely new message.
Heritage Shapes the New Design
The visual identity combines modern geometric lettering with decorative patterns drawn from traditional Saudi weaving. Its symbols take inspiration from several recognisable parts of the Kingdom’s heritage, including Al Sadu patterns, Tuwaiq Mountain, traditional Najdi doors and Al Ajrab Sword.
Other forms reference arrows, daggers, incense burners and oud containers, connecting each value with an element of Saudi history or culture. The Saudi typeface has also been adopted across the campaign, reinforcing the identity’s focus on national unity and cultural authenticity.
One Identity Across the Kingdom
The General Entertainment Authority has invited government bodies, private companies and non-profit organisations to use the approved identity across their National Day events, advertising, digital campaigns and communication materials.
The official guidelines and design files have been released through the GEA’s National Day platform, creating one visual reference for celebrations taking place across Saudi Arabia.
More details about Riyadh’s National Day programme are expected closer to September. For now, the release of the identity marks the first clear step towards the capital’s celebrations, with its colours, symbols and central message likely to become increasingly visible across the city in the coming weeks.
