+ Visual Development Guide
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Visual Development Guide
TABLE OF CONTENTS
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01
02
Logo Concept
Initial Sketches
04–09
10–19
The Story Behind The Logo
R1: Adapt
New Concepts
R1: Transcend R1: Safeguard
03
04
Digital Sketches
Logo Finalization
20–37
38–49
R2: Digital Sketches
Final Logo
R3: Digital Sketches
Anatomy Of The Logo
Similar Logo
Logo Word Mark Typography Exploration Color Pallet Explore
SAAB
Visual Development Guide
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01 Logo Concept
The Story Behind the Logo
06
New Concpets
08 / Nature of Identity
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Chapter 01 // Logo Concept
The Story Behind the Logo
What Is the Red Creature on the Old Saab Logo and Where Did It Go?
Although the designer associates the logo with Saab, it had been used by Scania since the beginning of the 20th century. It’s based on a mythological creature with the head of a bird with the body of a lion: the griffin (or Gripen, the same name used for one of the company’s fighter planes). The red-andgold creature is the official coat of arms of the Count von Skane, which became the emblem for the Swedish province Skane where the companies were formed.
Shape of the Saab Logo: The Saab logo portrays a mythological bird. This bird is also found on the founder’s, Count von Skane’s, official coat of arms. The logo was adapted as the emblem for the place of origin of the Saab company, the Swedish province of Skane. Color of the Saab Logo: The Saab logo features four colors, namely blue, red, white and golden yellow. Font of the Saab Logo: The font used in the Saab logo is a slight modification of the Gill Sans typeface, originally designed by Eric Gill.
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Visual Development Guide
1937-1949
1949-1963
1974-1984
1984-2000
1963-1969
2000-2002
SAAB
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1969-1974
2002-2013
/ Nature of Identity
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Chapter 01 // Logo Concept
New Concepts
The new logo is based on Saab's history. Saab had been established for the express purpose of building aircraft and military products. After World War II, Saab began looking for new markets in which to diversify. Saab didn't fall into decay at this time. Saab chose to expand their technology and new markets for their company from aircraft to include automobiles. Saab utilized their engineering background to create new products for the civilian market place. Therefore, Saab transcended themselves to a new level in both new products and a fresh brand soul.
S SAAB
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Chapter 02 // Initial Sketches
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SAAB
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02 Initial Sketches
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R1: Transcend
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R1: Safeguard
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/ Nature of Identity
R1: Adapt
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New Concept
Now it is time to explore the brand’s new look through hand sketching. By using the three keywords— transcend, adapt and safeguard. We went through three phases of logo design, by drawing hundreds of sketches. The sketches were divided into three categories: symbolic, graphic marks and word marks. In the first round of sketches, we generated three different phrases based on the reconfiguration of the existing brand. We refined our design to include three keywords: transcend, adapt and safeguard. Through the initial sketches, we narrowed down our ideas by an selected the strongest idea in the three camps, which is transcend. Then we kept this idea into the second round of logo design to explore more. This section shows the different directions of our logo design.
Keywords
Surpassing boundaries
Safeguard: Protect your exploration
Adapt: Utilizing their strengths and apply to the new things
/ Nature of Identity
Transcend:
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Chapter 02 // Initial Sketches
R1: Adapt
Key Phrase 1 / Adapt (Symbolic+Graphic+Word)
The style of the sketches on this page are too cute and feminine, They do not match SAAB's brand soul. The style should be stronger and dynamic to convey a feeling of flexibility and improvement.
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1 This sketch has the feeling of adaptation, but more likes recycle.
/ Nature of Identity
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Chapter 02 // Initial Sketches
R1: Adapt
Key Phrase 1 / Adapt (Symbolic+Graphic+Word)
The word marks that symbolized adaptation could be suitable for a punk or alternative music brand.
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Chapter 02 // Initial Sketches
R1: Transcend
Key Phrase 2 / Transcend (Symbolic+Graphic+Word)
After Round one, I chose this "transcend" category to develop more. For R1, I picked few directions for symbols to explore more.
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Visual Development Guide
1 This sketches has the feeling of top and improve.
2
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3
These two sketches could be improved more. The triangle is base and the top mark represent
These three sketches is transformation of letter "S". Add the arrow toward top represent
the feeling of transcend.
transcend.
/ Nature of Identity
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Chapter 02 // Initial Sketches
R1: Safeguard
Key Phrase 3 / Safeguard (Symbolic+Graphic+Word)
These sketches seems like a security and protection brand and do not match the feeling of Saab.
Visual Development Guide
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1 This sketch could be "transcend" category.
/ Nature of Identity
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03 Digital Sketches 22
R3: Digital Sketches
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Similar Logo
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/ Nature of Identity
R2: Digital Sketches
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Chapter 03 // Digital Sketches
R2: Digital Sketches
In the Second round of sketches, I started with the key phase—Transcend. I also tried to use the triangle shape and sharp angle to represent the meaning of transcend.
Transcend
These sketches are unbalanced. These shapes create some awkward negative space.
Visual Development Guide
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/ Nature of Identity
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Chapter 03 // Digital Sketches
R2: Digital Sketches
Transcend
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1 This sketch has the balance feeling in round 2. It could improve as the letter "S".
/ Nature of Identity
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Chapter 03 // Digital Sketches
R2: Digital Sketches
Transcend
Theses sketches still are unbalanced and too high-tech and futuristic.
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Chapter 03 // Digital Sketches
R2: Digital Sketches
There are digital sketches which I picked from round 2, but they are not success.
Transcend
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/ Nature of Identity
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Chapter 03 // Digital Sketches
R3: Digital Sketches By getting inspiration from second round. I keep exploring more symbols or graphics which can represent transcend.
Transcend
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Chapter 03 // Digital Sketches
R3: Digital Sketches
x
7x
Final Logo/ Direction One Symbol + Wordmark
Visual Development Guide
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Color Development
/ Nature of Identity
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Chapter 03 // Digital Sketches
R3: Digital Sketches
Final Logo/ Direction Two Symbol + Wordmark
Visual Development Guide
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Color Development
/ Nature of Identity
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Chapter 03 // Digital Sketches
Similar Logo Research
Comparing existing logos with the new logo exploration is helpful to do before finalizing the logo concept. There are so many logos and brand identities that we see constantly even if we are not aware of it. So the look-a-like stage helps to avoid making designs similar and also can inspire by existing logos.
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/ Nature of Identity
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R3: Digital Sketches
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Similar Logo
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/ Nature of Identity
R2: Digital Sketches
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Chapter 04 // Logo Finalization
Final Logo
Though many rounds of hand sketches and digital distillation, we have finalized the new look of the future Saab. This new identity stands for pushing limits maintaining stability and confidence through adaptation. In the future saab will be at the forefront of efforts to understand two of the most important topics of our times: exceeding limits from many field and improve the current and existing research and development.
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Chapter 04 // Logo Finalization
Anatomy Of The Logo
The new logo is composed of both symbolic and word mark. As stated, the symbolic mark comes from the letter “S“, representing the feeling of exceeding limits, innovation. The wordmark is customized and the style is matching the symbolic.
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6x
4x
6x
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/ Nature of Identity
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Chapter 04 // Logo Finalization
Logo and Word Mark
The new mark has several different versions based on its usage. The alternative logos stem form the initial logo itself and are slight variations to fit specific formats. The first version uses both the symbolic and the word mark and the lock up is vertical form. The second version also used both the symbolic and word mark, but in the horizontal form. These two version are ideal for larger deliverables. The third version is the symbolic only. The firth version is the word mark only. These two version are deal for similar deliverables. The word mark is created by measurements and relationship with symbolic. The stroke thick is according to the certain width.
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Wordmark
Symbolic Mark
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/ Nature of Identity
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Chapter 04 // Logo Finalization
Typography Exploration
For the final typography, I experimented with font combinations. The rule for this was to have a strong contrast.
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Title: Azo Sans Bold Bodycopy: Proxima Nova Light
Title: Azo Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123 4567890 ! @ # $%^&*( ){ }[]<>|+ - _= Bodycopy: Proxima Nova Light ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 ! @ # $ %^&* ( ) { } [ ] < > | + - _ =
SAAB LightEmporum is dolorro vitiisi voloraeproRia dia qui dolor autet harum cum volupta sperupt aturia prorecum qui natiur ressime alit everit et lacietur, saperes untibus a consed quam si adi odicid ut expe vidunt voluptas ex ea sum veliqui desequi to torem ium ratem rehenturit es sitam id quat.
/ Nature of Identity
abcdefghijklmnopqrstuvwxyz
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Chapter 04 // Logo Finalization
Color Pallet Exploration
For the final color pallet, I experimented with a combination of colors which represented the soul of Saab. In order to match with brand soul, I choose three main color for each keywords.
Visual Development Guide
HEX #73b79a
HEX #cd5755
RGB 115 183 154
RGB 205 87 85
CMYK 57 9 47 0
CMYK 15 79 65 2
Pantone P 137-4 C
Pantone P 58-5 C
Pantone P 137-4 U
Pantone P 58-5 U
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/ Nature of Identity
HEX #d0c7ab RGB 208 199 171 CMYK 19 17 34 0
Pantone P 12-9 C Pantone P 12-9 U
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Chapter 04 // Logo Finalization
Source www.shutterstock.com www.stock_adobe.com/images www.bgstockphoto.com www.wikipedia.org www.pantone.com/color-finder www.saabgroup.com
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/ Nature of Identity