Diriyah Unveils 'Diriyah Tan' – A Signature Pantone Color Celebrating Its Heritage and Future

Diriyah, April 9, 2025 – Diriyah Company has taken a bold step in branding its heritage and future by launching a distinctive new Pantone color – Diriyah Tan. This iconic shade is a warm golden tan inspired by the traditional mudbrick architecture that defines the historic city of Diriyah, often referred to as the "City of Earth."

The newly introduced color is more than just a visual identity; it is a tribute to the legacy of Diriyah, the birthplace of the Kingdom of Saudi Arabia. Drawing from the natural mudbrick materials that have been used in Najdi architecture for centuries, Diriyah Tan captures the authenticity, texture, and timelessness of the region’s cultural roots.

A Color Inspired by Heritage

The concept behind Diriyah Tan was to create a color that resonates deeply with the city's soul. It embodies the rich earth tones of the At-Turaif district—a UNESCO World Heritage Site—and mirrors the traditional materials used in the historic structures across the region.

“Diriyah Tan is more than a color; it’s a symbol of identity, tradition, and progress,” said Jerry Inzerillo, Group CEO of Diriyah Company. “This timeless tone will be instantly familiar to those who have wandered through the storied streets of At-Turaif, explored the elegant Bujairi Terrace, or stayed at the luxurious Bab Samhan Hotel. It will now serve as a visual anchor in all our future marketing campaigns, merchandise, and developments.”

Inzerillo emphasized that Diriyah Tan bridges the past and the future, representing the company’s commitment to honoring Saudi heritage while building a modern cultural capital for the world to enjoy.

The Power of Color in Storytelling

Laurie Pressman, Vice President of the Pantone Color Institute, shared her excitement about the collaboration. “Color is a powerful tool for storytelling and identity,” she explained. “‘Diriyah Tan’ was carefully curated to reflect the texture, depth, and warmth of the mudbrick structures native to this region. It celebrates the legacy of At-Turaif as a global destination while pointing to a visionary future filled with creativity, education, and inspiration.”

According to Pressman, this unique Pantone shade not only represents the historical aesthetics of Diriyah but also serves as a beacon of modern Saudi ambition—symbolizing unity, youth empowerment, and cultural evolution.

A Visionary City Taking Shape

Located on the outskirts of Riyadh, Diriyah has quickly become a cultural and lifestyle destination. Since the opening of At-Turaif and Bujairi Terrace in 2022, the area has welcomed over 3 million visitors. These attractions have showcased the Kingdom’s efforts to preserve its past while creating immersive, future-forward experiences.

Diriyah’s development is now expanding at an impressive scale. Construction is actively underway across the Diriyah and Wadi Safar development zones. These ambitious projects aim to accommodate over 100,000 residents, offering world-class amenities and experiences. Highlights of the masterplan include:

• Nearly 40 international hotel brands

• Diriyah Arena, a 20,000-seat multipurpose venue

• Royal Diriyah Opera House

• Art galleries, museums, and cultural centers

• Corporate offices for tens of thousands of professionals

• A championship golf course designed by Greg Norman

• Vibrant retail zones, fine dining restaurants, and casual cafes

• Expansive green spaces, walking trails, and cycle paths

Diriyah: The City of Earth, Reimagined

As Diriyah Company continues to redefine the cultural and architectural landscape of Saudi Arabia, the introduction of Diriyah Tan signals a new era of storytelling through design. The color will soon feature prominently in marketing materials, branding elements, merchandise, and across the city’s growing portfolio of attractions and properties.

With a clear vision and deep reverence for the past, Diriyah is shaping up to become a global cultural and tourism hub—a gathering place that celebrates humanity, creativity, and the spirit of Saudi Arabia.

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For the latest updates on Diriyah and its groundbreaking developments, stay tuned to Saudi Gulf News.

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