As Saudi Arabia prepares to celebrate its 95th National Day on September 23, the General Entertainment Authority (GEA) has unveiled this year’s official theme and visual identity: “Pride in Our Nature.”
Announced by GEA Chairman Turki Alalshikh, the theme highlights values deeply rooted in Saudi society – generosity, authenticity, ambition, solidarity, vision, and hospitality – through a modern design approach grounded in local heritage.
A Celebration of National Values
According to the GEA, this year’s identity reflects traits that define the Kingdom’s people and progress. Six core values are represented through distinct visual symbols:
- Generosity is expressed through the dallah (traditional coffee pot) and finjan (coffee cup), long-standing symbols of Saudi hospitality.
- Authenticity draws on the country’s cultural and historical depth.
- Ambition is depicted by the Tuwaiq Mountain, referencing Crown Prince Mohammed bin Salman’s comparison of Saudi ambition to the steadfastness of the iconic mountain.
- Solidarity, or faz’ah, is represented by crossed hands, referencing a gesture by the Crown Prince symbolizing unity and mutual support.
- Vision 2030 is incorporated as a forward-looking national trait, emphasizing Saudi Arabia’s development strategy.
- Hospitality further emphasizes the Kingdom’s commitment to generosity and helping others.
A Modern Visual Language
The logo and accompanying identity have been designed using geometric typography fused with traditional Saudi weaving patterns. The slogan “Pride in Our Nature” appears in bold, block-like forms, presenting a modern visual of heritage and unity. A dedicated typeface has also been developed for clarity and consistency across all applications.
In addition to the primary logo, the visual identity includes a range of assets: patterns, templates for digital and print use, and visuals of the Saudi leadership – all available for public and institutional use through the official website nd.gea.gov.sa.
The identity is expected to appear widely in the lead-up to National Day, from social media campaigns and street banners to commercial branding and public events. The hashtag #SaudiNationalDay95 has been designated for use across platforms to unify public participation.
As Saudi Arabia continues its transformation, the National Day theme emphasizes a deep connection to place and people – blending tradition with a future-oriented vision.
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