On the occasion of Saudi National Day, CEER, the Kingdom’s first electric vehicle (EV) brand and Original Equipment Manufacturer (OEM), has revealed its new brand identity, marking a pivotal moment in its journey. The launch introduces the world’s first bilingual Arabic-English automotive logotype and showcases a distinctive product design feature—32 illuminated bars—that will define CEER’s upcoming EV portfolio.
A Heritage-Inspired Vision of the Future
The new identity reflects CEER’s mission to embody aspiration, vision, and companionship, values rooted in Saudi heritage yet aligned with a future-forward ambition. The brand seeks to inspire those who dream boldly and push boundaries, echoing the Kingdom’s transformation and vision for the future.
The bilingual logotype represents a world-first innovation in the automotive industry, blending Arabic and English in bespoke bi-script typography. Its clean lines, dynamic integration, and Saudi-inspired color palette reflect CEER’s design DNA—symbolizing progress, movement, and the brand’s global ambitions while proudly honoring its local roots.
The Signature of 32 Lights
At the heart of CEER’s product identity lies the 32-bar light signature, a defining element across its vehicles. This design tribute is inspired by the unification of Saudi Arabia in 1932, symbolizing progress, unity, and innovation. From the flagship SUV and sedan set to debut soon, to mid-size and compact models arriving in the coming years, this luminous feature will be a constant hallmark of CEER’s design philosophy.
“Saudi Arabia’s rich history, particularly the unification in 1932, is a profound source of inspiration for CEER,” said James DeLuca, CEO of CEER.
“As the Kingdom’s first EV brand, we honor this legacy through our 32-light signature—a bold symbol of Saudi Arabia’s pioneering spirit. These lights, proudly integrated into all our vehicles, connect our designs to the culture that shapes them. Our flagship designs are complete, and soon, the world will see EVs that are not only Saudi-inspired but also Saudi-made.”
Driving Towards a Bold Future
With product designs finalized and global debuts imminent, CEER is preparing to showcase Saudi Arabia’s first EVs to the world. The new brand identity highlights CEER’s commitment to world-class design, innovation, and sustainability, positioning it as a new benchmark in the regional and global automotive industry.
DeLuca added:
“We are in motion—moving ahead into a bold future. CEER will redefine mobility and set new standards for automotive excellence. Our mission is to create a world-class EV brand that not only contributes to the Kingdom’s industrial transformation but also inspires a global audience.”
A Symbol of Saudi Ambition
More than a brand, CEER represents Saudi Arabia’s drive to reimagine mobility and ignite a new industry. Its new identity is a bold reflection of the Kingdom’s pioneering spirit, with every element—from the bilingual logotype to the 32 bars of light—rooted in Saudi culture and vision while resonating with the cutting-edge innovation of its vehicles.
With its new brand identity, CEER is inspiring a nation, fueling an industry, and preparing to astonish the world.
Leading Investments in Localizing the Automotive Industry in Saudi Arabia and Egypt
