The Royal Commission for AlUla (RCU) has launched a new brand identity, marking a key milestone in its ongoing mission to transform AlUla into a global hub for culture, heritage, and tourism. Since its establishment by Royal Decree in 2017, the RCU has driven significant change in the region, aligned with Saudi Arabia’s Vision 2030.
In a LinkedIn post, acting CEO of RCU, Abeer M. AlAkel, said she saw the new branding as a pivotal moment. “The launch of The Royal Commission for AlUla’s new branding and logo is an opportunity to take a moment and reconnect with our goals, reconfirm our vision, and re-engage with our ambition,” she said.
A visual symbol of growth and history
The newly unveiled logo has been carefully designed to capture AlUla’s unique past and future. AlAkel explained the significance of the design: “Designed to embody AlUla’s deep-lying sense of history and community, combined with a vitality that pushes it ever onwards, the new logo features dynamic graphic lines to indicate growth and progress, while the three lines at the bottom represent its deep and rich foundations within the natural world. Meanwhile, a palette of earthy colours capture the unique geographical identity of AlUla and the cultural monuments that dominate the landscape and define its role in the ancient and contemporary world.”
She emphasised that the new visual identity serves as a symbol of both the journey so far and what lies ahead. “While our work is ongoing and far from complete, the redesign of our visual identity is a chance to reinforce our commitment to developing AlUla into the world’s largest living museum and a global hub for culture, heritage, tourism, and much more.”
A reflection of progress and Vision 2030
In line with Saudi Vision 2030, the RCU’s rebranding reflects its long-term strategy for sustainable development. AlAkel sees the new identity as a way to align the Commission’s visual presence with its ambitious goals. “Each new stage of our work brings new challenges and fresh achievements,” she said. “In recognising our growth, our new logo serves as a clear visual marker of the journey so far, and the journey yet to come.”
The RCU’s refreshed brand also emphasises deeper partnerships with the local community and residents, strengthening its role as a leader in the region’s regeneration. “Our brand reflects RCU’s multi-year strategy for AlUla, boosting awareness of its central role in regional development while deepening partnerships with the community and residents,” AlAkel noted.
This rebranding highlights the RCU’s ongoing mission to ensure that AlUla continues to thrive as a centre for global culture and heritage, helping to fulfil the Kingdom’s Vision 2030 objectives.
…
Read also: 8 artists spotlight the extraordinary cultural and natural wonders of AlUla in Monaco
