Saudi Post and Logistics (SPL) Group unveiled the new brand, which was created in partnership with Interbrand, the world's leading brand consultancy company.

“We are very proud of assisting in the development of SPL's brand,” says Nancy Villanueva, Interbrand's CEO Iberia & Middle East, “as being one of the pillars of KSA's Vision 2030 is to turn the area into some kind of global logistics platform.” SPL's determination is driven by a never-ending spirit and commitment to make people's private and professional lives easier, better, and more fulfilling.”

Saudi Post and Logistic (SPL) Group is established as a logistics holding company to become the national leader in postal and logistics remedies by offering enhanced value to consumers and connecting KSA to the rest of the world.

SPL has created a strong brand to expand the use and succeed in the industry as a distinct player. The logistics group developed its vision in partnership with Interbrand, guiding the local postal and logistics sector by linking people's lives to what they love most and strengthening the master brand so it fuels desire and preference by identifying a new brand approach while changing core points of contact and interactions to assist SPL on this development path.

SPL's brand language embodies KSA's progressivism, honesty, and variety while remaining true to a more customer-focused strategy. The new brand is enriched with a blue color palette that drives distinctive character while also portraying confidence, digitalization, and dream. The relational relationship between the brand and the client is embodied by two directions that bind in a multitude of ways, framed and accompanied by a distinctive dual-language logotype (Arabic and English).

The new brand is being introduced in an omnichannel ecosystem, “trying to demonstrate that SPL is aiming to become a real experience-first ecosystem for companies and people of KSA,” according to Villanuev.