Diriyah gets its own Pantone colour as part of cultural revival

Saudi Arabia – The historic Saudi city of Diriyah now has a shade to call its own: Diriyah Tan. Developed in partnership with the Pantone Colour Institute, the sandy hue reflects the sunbaked clay walls of At-Turaif and unifies the visual identity of the Unesco World Heritage Site.

Unveiled on 9 April 2025, the colour forms part of Diriyah’s broader cultural revival, which includes landmark developments including Bujairi Terrace and Bab Samhan Hotel. ‘Diriyah Tan is a timeless tribute to At-Turaif… It instantly connects people to Saudi Arabia’s cultural soul,’ said Jerry Inzerillo, CEO of Diriyah Company, in a press release.

Laurie Pressman, vice president of the Pantone Colour Institute, added: ‘Its earthy warmth mirrors the textures of At-Turaif’s structures, reinforcing Diriyah’s role as a beacon of learning and youth empowerment.’

More than a branding exercise, the colour aims to blend heritage and innovation while capturing the essence of a new destination. Across the Middle East, Pantone previously released exclusive shades representing the city of Algiers (Algeria), Cairo (Egypt), Tunis (Tunisia), Dubai (UAE) and Muscat (Oman). 

For more insights on what's new and next in Saudi Arabia as a tourism hub, read our interview with Red Sea Global in our Luxury Travel’s New Arabian Era report.