The Kingdom will celebrate its 96th National Day under the slogan “Our Pride Lies in Our Nature”, with a visual campaign inspired by Saudi character, culture and shared values.
Saudi Arabia has unveiled the official identity for its 96th National Day, which will be celebrated across the Kingdom on Wednesday, September 23, 2026.
Announced by General Entertainment Authority Chairman Turki Alalshikh, the identity carries the slogan “Our Pride Lies in Our Nature” and will provide a unified visual direction for celebrations, events and communications throughout the country.
Saudi National Day commemorates the 1932 unification of the Kingdom under King Abdulaziz bin Abdulrahman Al Saud. While the occasion is rooted in this defining moment in the country’s history, its annual identity also offers a contemporary expression of how Saudi Arabia sees itself today.
Although the English translation of the slogan may initially suggest the Kingdom’s physical landscapes, the identity primarily refers to the nature and character of the Saudi people. It celebrates six qualities: authenticity, courage, determination, generosity, hospitality and vision. Each is represented through an individual illustration informed by Saudi culture and history.
The 2026 campaign continues the creative direction introduced for the previous National Day, carrying the slogan into the Kingdom’s 96th anniversary. Its bold, block-like lettering gives traditional influences a contemporary treatment, while the accompanying illustrations translate national values into a recognisable visual language.
The identity will be used by government bodies, private companies and non-profit organisations across physical and digital applications. Official guidance covers everything from typography and colour to the placement of illustrations and logos, helping ensure a consistent presentation across public events, advertising, social media and commemorative materials. The logo itself must not be redrawn, modified or otherwise altered.
As buildings illuminate in green and celebrations unfold across the country, the identity will connect Saudi Arabia’s history with its current ambitions. More than a seasonal campaign, it presents national pride through the qualities the Kingdom considers fundamental to its people and its future.
