The Saudi Investment Bank celebrates national identity with bespoke typeface

United Arab Emirates – The Saudi Investment Bank and creative agency Impact BBDO have launched I am Saudi, a campaign celebrating national heritage with a bespoke typeface.

Inspired by architecture, art and cultural traditions across the Kingdom, each letter in the typeface reflects a regional heritage, merging traditional Kufic script with a contemporary look. 

Alongside the typeface, Impact BBDO has spearheaded the creation of an image library in partnership with The Saudi Investment Bank and Arabsstock. While the typeface reflects the country’s diversity through design, the library showcases the people and places that inspired the font’s creation.

Released on Saudi National Day, both the font and library are free, encouraging creative use to foster national pride and unity.

The campaign reflects insights from The Future Laboratory and Together Group’s New Codes of Luxury in Saudi Arabia report, which explored the Kingdom’s aims to promote culture, conserve heritage and boost enterprise within the emirate.