ع
Turki Alalshikh, chairman of the General Entertainment Authority, detailed the new identity as a unified visual reference intended to reflect the deep significance of National Day while promoting consistent representation in all applications. The authority’s announcement emphasized that the framework would guide entities in both the public and private sectors as they prepare communications and activities tied to the annual observance. This approach seeks to elevate the occasion’s profile in keeping with its standing as a cornerstone of national expression. The identity further aims to foster a shared sense of pride and belonging among citizens by drawing directly from longstanding societal characteristics.
According to the General Entertainment Authority, the theme draws inspiration from core values that distinguish Saudi society, among them courage, vision, authenticity, determination, generosity and hospitality. The authority listed six supporting phrases to illustrate these traits under the overarching slogan, including “Our Pride Is in Our Courage,” “Our Pride Is in Our Vision,” “Our Pride Is in Our Authenticity,” “Our Pride Is in Our Determination,” “Our Pride Is in Our Generosity” and “Our Pride Is in Our Hospitality.” Each element reinforces the central message that national pride stems from innate qualities embedded in the culture. The authority noted that the structure allows for flexible yet cohesive application across diverse formats.
The visual elements of the identity combine geometric calligraphy with patterns inspired by traditional Saudi weaving arts, the General Entertainment Authority stated. Saudi script serves as the primary typeface in all uses, chosen to embody authenticity, unity and pride in heritage. This design choice ensures the identity remains distinctly rooted in local traditions while remaining adaptable for modern digital and print environments. Officials expect the cohesive look to appear in promotional materials, public events and institutional branding leading up to the September observance.
This year’s selection continues the slogan introduced for the preceding National Day, according to records from the Saudi Press Agency that documented the 2025 campaign under the same phrasing for the 95th anniversary. The authority indicated that retaining the theme allows for sustained messaging that builds recognition over consecutive years. Such continuity aligns with broader efforts to strengthen public engagement with national milestones through recognizable and enduring symbols. Preparations for the 2026 celebrations will therefore benefit from established visual guidelines already familiar to many organizations.
Saudi National Day on September 23 commemorates the 1932 unification of the Kingdom under the leadership of King Abdulaziz Al Saud, an event that official historical accounts describe as the foundation of the modern state. In recent years the occasion has expanded to include large-scale cultural festivals, fireworks displays and community programs organized with support from the General Entertainment Authority. The identity launch arrives months in advance to permit ample time for integration into planning by government ministries, private companies and civil society groups. This extended lead time has become standard practice for major national observances.
The General Entertainment Authority oversees a growing calendar of entertainment and cultural initiatives that frequently intersect with national celebrations, according to its published mandate. By issuing the identity early, the authority provides a clear directive that encourages alignment while allowing creative interpretations within the approved parameters. Entities are expected to adopt the visual language in their respective campaigns to maintain a harmonious national narrative. The announcement marks the latest step in the authority’s role coordinating thematic consistency for high-profile occasions.
