Work
Nancy Villanueva
INTERBRAND MADRID

Meaningful connections

Saudi post and logisticS (sPL)
Saudi Post and Logistics Group billboard advertisement

Saudi Post and Logistics Group

Office: Madrid

“Proud to embrace challenges, SPL’s conviction is fueled by the determination to help make people’s personal and professional lives simpler, richer and more gratifying.”

KSA’s Vision 2030 plan is helping to diversify the economy and initiate a shift to private sector-led economic growth. The Kingdom is growing in international trade, rising middle-class population and disposable incomes, improving standards of living and making notable progress in term of women rights. Millennials see themselves as global citizens and are open to exploring different cultures and brands. Proud of heritage and traditions, they are not hesitant to express themselves and are open to change cultural attitudes that they believe stand in the way of their country’s progression.


The region is transforming itself, and one of the pillars is to transform the Kingdom into a global logistics hub. It is in this context that Saudi Post and Logistic (SPL) Group is born as a logistics holding company that expands its portfolio of products and services, becoming the national champion in postal and logistics solutions by providing added value to customers and linking KSA to the world.

SPL advertisement. From A to B in a blink

In order to increase awareness and usage, compete and perform in the market as a differentiated and relevant player connected to people’s lives, SPL has built a powerful brand, defined by an authentic ambition, a unique trajectory based on the company’s differentiating qualities, a clear portfolio of products and services, a powerful brand story and an iconic visual identity.

In collaboration with Interbrand, SPL crafted its ambition, leading the regional postal and logistics industry by meaningfully connecting people’s lives to what they value most in a youthful, ingenious and committed way. This ambitious goal requires empowering the masterbrand, allowing it to drive choice and preference by defining a new brand strategy whilst transforming key touchpoints and experiences to accompany SPL on this growth journey.

Brand identity across physical and digital touchpoints

SPL’s brand expression represents the modernity, authenticity and diversity of KSA, whilst remaining true to an improved customer-focused approach. The new brand is infused by a blue color palette which drives relevance and distinctiveness, and portrays ideas such as trust, digitalization and vision. The brand and customer emotional bond is captured by two paths that connect in a wide variety of ways, framed and supported by a unique dual-language logotype (Arabic and English).

The new brand is being implemented in an omnichannel ecosystem (retail environments, digital & social media, sonic branding, vehicles, uniforms, etc.), demonstrating that SPL is no longer just sending letters and parcels, but striving to become a true experience-first ecosystem for businesses and citizens of KSA.

Brand identity across parcels
Brand identity in retail space
SPL branded merchandise