Modern Practices in Sports Graphic Design: Utilizing Visual Symbols and National Identity in Saudi Stadiums

Abstract

This study analyzes the practices of sports graphic design in Saudi stadiums and their role in shaping a contemporary national visual identity. It explores how visual symbols, particularly those used in fan tifos and sportswear designs, are employed to enhance the audience's sense of national belonging. The study aims to compare these visual practices within the Saudi context to their regional and global counterparts, focusing on their alignment with the cultural and political context of Saudi Vision 2030. It examines how contemporary graphic design practices in Saudi stadiums contribute to shaping a national visual identity that conveys belonging and reinforces cultural discourse amid the social and political transformations underway in the Kingdom. The research adopts a descriptive-analytical methodology and applies three integrative analytical models to interpret visual messages and their symbolic meanings: Panofsky’s iconological method, Roland Barthes’ semiotic model, and Kress and van Leeuwen’s visual grammar framework. A total of 21 visual samples were analyzed, including official sports logos, tifos from Saudi Arab, international stadiums, and sportswear designs. The study concludes that sports graphic design makes a significant contribution to constructing a cohesive mental image of national identity through the use of cultural and historical symbols. It also shows that the public engages with these visuals as collective expressions of loyalty, revealing the political and cultural dimensions that shape these designs within the framework of Vision 2030, endowing them with a holistic character that extends beyond mere aesthetics. The recommendations emphasize the importance of integrating and documenting cultural symbols in sports practices, and developing academic programs focused on sports design