RIYADH: Saudi Arabia has often been described as a home in numerous songs and poems, a portrayal that has now become part of its new national identity.
The National Day identity design for the Kingdom consists of a saying and artistic expression to reflect the aspirations, unity, and belonging of communities throughout the country.
The Gathering was one of the first Saudi companies to introduce entertainment events to the public, such as its collaboration with the General Entertainment Authority on introducing the National Day Out in 2017.
And the ongoing partnership is behind the It Is Our Home identity slogan for the 92nd Saudi National Day celebrations.
Its aim is to highlight the country’s history and promising future while instilling cultural values and patriotic passion in the hearts of its people.
Sadeem Al-Hosainy, chief creative officer of The Gathering KSA, the firm that has helped create the national design, noted that the goal for this year’s identity was to focus on unity, safety, aspirations, wisdom, loyalty, belonging, and family.
Silhouettes of a man and woman stand at the center of the design’s main graphic, backdropped by the Saudi national flag and various elements derived from Saudi culture.
Al-Hosainy told Arab News: “This is the core of the achievements because, without (our men and women), we can never rise in our country.”
Highlighted and celebrated are the projects that fall under the targets of the Vision 2030 reform plan, such as the NEOM megacity, hyperloop transport, the Amaala luxury tourism project, and the Diriyah Gate Development Authority scheme.
“We wanted something very simple, that can transmit people’s values. We wanted to represent this in a single key visual, so people can see the vision of Saudi Arabia, where we reached at this point, and our plan in the future,” she said.
As Vision 2030 begins to fulfill its purpose of supporting and diversifying creativity and artistic ventures in an impactful and profitable way, collaborating with local entrepreneurs and creatives was key.
“I believe that the creative industry has the capacity to promote dynamic growth, both in local communities and in the world economic system. Having this applied in our country will definitely help to grow our economy and creativity as well,” she added.
Prior to the 2018 campaign, Saudi National Day designs were exclusively white and green. Teaming up with The Gathering, the rule was broken. Newer designs showcase vivid colors in shades of green, yellow, blue, red, and purple, meant to reflect stability, growth, and determination while also catching the eye.
Al-Hosainy said: “We want to showcase something colorful, something festive, something that the public are able to celebrate with. I believe that these colors can fit all generations. They promote optimism.
“I believe that the creative industry in Saudi Arabia has become more aware of the importance of having these elements in our country, the flexibility, and also the trust in Saudi companies.
“Maybe before, we couldn’t see a lot of Saudi companies engaged in this industry. It had a more technical background. It’s been maybe six years, and we can see the huge change,” she added.
The Gathering KSA is a Saudi creative-led, experience-driven event and entertainment company that focuses on achieving high-quality events and memorable experiences. It was founded by Al-Hosainy, her sister Saja, and fellow entrepreneur Haifa Alsharif in 2016.
The GEA was established in the same year, and soon approached The Gathering about collaborating. The resulting agreement was the first contract the authority drafted as a government entity.
“This is an obvious indicator that people here are willing to give to our country, and the country also is willing to support the citizens. It was the perfect opportunity for us that we started our company in that year,” Al-Hosainy said.
The GEA has had It Is Our Home as a slogan now for two years, with Our Determination Will Take Us to the Summit used the year before that.
Al-Hosainy pointed out that the identity could be adapted to whatever changes were taking place in Saudi society.
“We created this slogan because it’s very near to our heart, and this is something that we really appreciated during the coronavirus pandemic, appreciating our country, our homes. There is a huge difference between a house and a home. That’s why this slogan is very sentimental and can touch people’s hearts,” she added.