RIYADH — The General Entertainment Authority (GEA), led by Chairman Turki Alalshikh, on Monday unveiled the official identity for the Kingdom's 95th National Day, to be celebrated on September 23, under the slogan "ʿIzzna bi ṭabʿna" (Our Pride is in Our Nature). The new identity reflects 95 years of national pride and honor, highlighting deeply rooted values that define the Saudi people, from generosity and ambition to authenticity and resilience. The slogan underscores the traits that shape the Saudi character from birth, traits that have strengthened the Kingdom's social fabric and bolstered its global standing. The campaign aims to foster a deeper sense of belonging while celebrating heritage and core values that have shaped Saudi Arabia's present and continue to drive its future. Alalshikh called on all government and private entities to adopt the new identity across all platforms. The official design guide — available via nd.gea.gov.sa — provides detailed instructions for visual and verbal usage of the identity, including approved colors, typefaces, slogans, hashtags, and branding applications. The branding package also includes patterns, illustrations, design templates, and video production standards for use across digital, print, and merchandise, ensuring consistent visual identity throughout National Day celebrations. Events and festivities are expected across all regions of the Kingdom, reflecting the strong emotional and cultural connection citizens and residents share with the national holiday.
