Saudi Arabia’s General Entertainment Authority has launched the official visual identity for the Kingdom’s 96th National Day, to be celebrated 23 September 2026, under the slogan “Our Pride Is in Our Nature.”
Announced by GEA Chairman Turki Alalshikh, the identity is mandated as the unified visual reference for government, private-sector and non-profit organisations across all National Day media, advertising and event materials. It builds on last year’s design language, combining geometric typography with motifs drawn from traditional Al Sadu weaving, and is built around six national qualities, authenticity, courage, determination, generosity, hospitality, and vision, each represented through its own illustration rooted in Saudi culture and history.
The inclusion of hospitality as one of the six defining national qualities is a notable hook for the sector specifically, and hotels and F&B brands across the Kingdom typically use the National Day identity guidelines to shape their own September activations, decor, menus, and campaigns built around the approved slogan and visual system, rather than improvising independently.
For hospitality operators, the identity’s release in late July gives roughly eight weeks of lead time to plan National Day programming, food and beverage specials, property decor, and marketing campaigns aligned with the mandated visual identity, ahead of what is typically one of the busiest domestic-demand periods on the Saudi hospitality calendar.