Saudi Arabia unveils identity and theme for 95th National Day: ‘Our Pride is in Our Nature’

TL;DR

• Saudi Arabia’s 95th National Day will be celebrated on September 23, 2025.
• The theme is “Our Pride is in Our Nature”, highlighting national values.
• A new visual identity includes six cultural symbols and official branding.
• Celebrations will take place nationwide, uniting public and private sectors.

Saudi Arabia has officially launched the theme and visual identity for its 95th National Day, to be celebrated on September 23, 2025. Unveiled by the General Entertainment Authority, the campaign centers on the slogan “ʿIzzna bi ṭabʿna,” translated as “ Our Pride is in Our Nature,” emphasizing the deep-rooted values that define the Saudi spirit. This year’s identity is not just a tribute to the Kingdom’s founding but also a celebration of the collective character and vision shaping its present and future.

Theme and National Identity: A Tribute to Values and Character

The 95th National Day identity was officially announced by Turki Alalshikh, Chairman of the General Entertainment Authority (GEA) and the Saudi Boxing Federation, through his account on X. The slogan, “Our Pride is in Our Nature”, was introduced alongside a comprehensive identity guide, now available at the GEA's official National Day website.


This year’s campaign underscores the traits that form the backbone of the Saudi identity, generosity, ambition, authenticity, unity, vision, and hospitality. These values are not presented as abstract concepts but as lived qualities deeply ingrained in the Saudi way of life.

The identity seeks to foster a stronger emotional and cultural connection to the nation’s history and people, reinforcing a sense of shared belonging while also aligning with the country's forward-looking development ambitions.

Alalshikh called on both government and private institutions to adopt and implement the identity across all media and platforms. The intention is to ensure visual and thematic consistency in celebrations across the Kingdom.

Design Elements: Six Symbols of National Character

At the heart of the National Day identity are six core illustrations, each representing a defining trait of the Saudi national character. These symbols are directly inspired by the Kingdom’s culture, heritage, and evolving aspirations.

• Generosity: Represented by the dallah (traditional coffee pot) and finjan (coffee cup), iconic symbols of Saudi hospitality.
• Authenticity: Expressed through visual references to cultural heritage and traditional Saudi life, reflecting the nation's historical depth.
• Ambition: Illustrated by Tuwaiq Mountain, invoking Crown Prince Mohammed bin Salman’s symbolic comparison of national ambition to the enduring strength of the mountain.
• Faz’ah (solidarity and aid): Depicted with crossed hands, inspired by a gesture associated with the Crown Prince, symbolizing mutual support and national unity.
• Vision 2030: Integrated to reflect Saudi Arabia’s transformation roadmap and future orientation.
• Hospitality: Emphasizing kindness, generosity, and philanthropy as essential traits of Saudi culture.

Each illustration is color-coded and supported by three secondary pattern designs, creating a rich and cohesive visual narrative. The result is a flexible but unified design system that reflects the Kingdom’s diversity and unity.

Visual system and application standards

The visual identity is built around a modern yet culturally rooted aesthetic. The official logo features geometric typography inspired by traditional Saudi weaving techniques, visually expressing the slogan “Our Pride is in Our Nature” with bold, block-like forms. These forms are designed to symbolize national strength, cohesion, and cultural pride.

The design guide, provided at the GEA's official National Day website, includes:

• Detailed visual and verbal usage rules (including logo protection and application do's and don'ts)
• Approved color palettes and typefaces
• Slogans and hashtags (notably the approved hashtag: #SaudiNationalDay95)
• Templates for digital, print, outdoor advertising, merchandise, and video production
• Assets such as official logos, leadership imagery, and branded design templates

The identity is supported by a dedicated custom typeface, available in multiple weights for versatility across all media.

This comprehensive toolkit ensures that both public and private sectors maintain visual cohesion in their National Day messaging, reinforcing a consistent nationwide brand experience.

Legacy and Historical Context of National Day

Saudi Arabia celebrates its National Day annually on September 23, commemorating the unification of the Kingdom under King Abdulaziz bin Abdul Rahman Al Saud.

The path to unification began when King Abdulaziz recaptured Riyadh, his ancestral capital; on 15 January 1902 (5 Shawwal 1319 AH). After over three decades of unification efforts, a Royal Decree was issued on 17 Jumada Al-Ula 1351 AH (corresponding to 21 May 1932), declaring the consolidation of all regions under the name “Kingdom of Saudi Arabia”.

The formal proclamation took place on Thursday, 21 Jumada Al-Ula (23 September 1932), corresponding to September 23, 1932, a date now commemorated each year as Saudi National Day.

The occasion is marked by nationwide celebrations, cultural events, and civic participation, honoring both the historical journey and the current path toward transformation and growth.

Continuity from Last Year’s Theme

In 2024, the GEA had launched the slogan “We Dream and Achieve” for the 94th National Day. That theme was a direct nod to Vision 2030, the Kingdom’s long-term strategic plan focused on economic diversification, innovation, and societal progress.

This year’s transition from aspiration ("We Dream and Achieve") to identity and character ("Our Pride is in Our Nature") reflects a maturing national narrative, one that not only looks toward the future but also draws strength from its cultural roots and collective spirit.

FAQs:

Q. When is Saudi Arabia’s 95th National Day?
It will be celebrated on September 23, 2025.

Q. What is this year’s theme?
The theme is “Our pride is in our nature” (ʿIzzna bi ṭabʿna).

Q. What is the history behind Saudi National Day?
Saudi National Day marks the unification of the Kingdom under King Abdulaziz in 1932, officially proclaimed on September 23 after decades of unification efforts.

Q. Who announced the new identity and what does it include?
The General Entertainment Authority (GEA), led by Turki Alalshikh, unveiled the new identity featuring six cultural symbols, a custom logo, and a branding guide.