Student project saab rebranding visual standards guide by Junyi (Jolena) Yang

+ Visual Standards Guide

Visual Standards Guide

TABLE OF CONTENTS

New Visions

Logo Standard

06–11

12–29

Brand Introduction

Our New Logo

New Concepts

Logo Anatomy Alternative Lockups Logo Space Logo Sizing Incorrect Usage Logo Usage

Visual Standards

Future Expansion

30–39

40–53

Saab Color Standards

The New Saab

Saab Typeface Standards

Deliverable

SAAB

Visual Standards Guide

01 New Visions

New Concepts

Junyi (Jolena) Yang / 04123046 / Nature of Identity

Brand Introduction

Chapter 01 // New Visions

Brand Introduction

Through innovation, our mission is to overcome barriers for people who like to push limits while maintaining confidence and stability.

Saab is shorthand for who we, what we do, and why we do it.

It stands for our adaptation, exploration and innovation. It sums up our history. It points towards our future.

Logo Mark: the graphic symbol of a brand

Logotype: the specific typographic treatment of a name

Chapter 01 // New Visions

New Concepts

The new logo is based on the Saab's history. The company had been established for the express purpose of building aircraft and military products. After World War II, the company began looking for new markets in which to diversify. Saab didn't fall into decay at this time. Saab choose exceed their technology and new markets for their company from aircraft to automobiles. It utilizes their strengths to create new things. Therefore, Saab has transcended themselves to a new level in both products and the brand soul.

Visual Standards Guide

SAAB

We are now broadening our explorations to include two main focuses to transcend human limits in all directions: one is to offer career and life skills in our learning institutions. Secondly, we are developing ever expanding innovations for technical industrial products. Junyi (Jolena) Yang / 04123046 / Nature of Identity

SAAB

Visual Standards Guide

02 Logo Standard

Our New Logo

Logo Anatomy

Alternative Lockups

Logo Space

Logo Sizing

Incorrect Usage

Logo Usage

Junyi (Jolena) Yang / 04123046 / Nature of Identity

Business System

Chapter 02 // Initial Sketches

15 SAAB Visual Standards Guide

Junyi (Jolena) Yang / 04123046 / Nature of Identity

Chapter 02 // Initial Sketches

Our New Logo

The new mark conceptually and visually expresses the soul of the Saab brand:” ”Exceeding limits while maintaining stability through adaptation.” The new look is composed of the combination of a symbolic mark and a word mark.

17 SAAB Visual Standards Guide

Junyi (Jolena) Yang / 04123046 / Nature of Identity

Chapter 02 // Initial Sketches

Logo Anatomy

The new logo is composed of both a symbolic and a word mark. And, the symbolic mark comes from the letter "S". The symbolic mark represents exceeding limits and transcending yourselves,

Saab Symbolic Mark

which is the concept behind the new brand expansion. The word mark is customized and the style is based on the main symbolic mark.

Saab Wordmark

Visual Standards Guide

SAAB

X= The width of wordmark's stork

Junyi (Jolena) Yang / 04123046 / Nature of Identity

Chapter 02 // Initial Sketches

Alternative Lockups

The new mark conceptually and visually expresses the soul of SAAB brand:" Exceeding limits while maintaining through adaptation." The new look is composed of the combination of a symbolic mark and a word mark.

Signature

Visual Standards Guide

SAAB

Mark Only

Logo Guidelines

Junyi (Jolena) Yang / 04123046 / Nature of Identity

Chapter 02 // Initial Sketches

Logo Space

The dimension and proportions are measured with the value X. In SAAB's new logo, X is equal to the word mark's stroke. All dimensions and proportions of the elements are related to X. They also are related to each other.

Junyi (Jolena) Yang / 04123046 / Nature of Identity

6x 6x

23 SAAB Visual Standards Guide

Chapter 02 // Initial Sketches

Logo Sizing

The Following chart is used for sizing the Saab logo. The size variations are proportional to each other and the main logo are affected by size.

Logo Size Variations: A: Main Logo B: Symbolic Mark C: Word Mark

A: Main Logo

B: Main Logo

Vertical Form

Horizontal Form

C: Symbolic Mark

D: Word Mark

SAAB

Visual Standards Guide

15in

10in

5in

2in

Junyi (Jolena) Yang / 04123046 / Nature of Identity

1in

0.5in

Chapter 02 // Initial Sketches

Incorrect Usage

The Saab signature should never under any circumstances be represented or manipulated in any of the following ways:

Logo size variations: 1. Do not switch the color of original logo. 2. Do not use two different primary color on both symbolic mark and word mark. 3. Never apply a gradient. 4. Do not add a second color to the mark. 5. Never add a drop shadow. 6. Never skew nor stretch the logo. 7. Do not change the lock up. 8. Never rotate the mark. 9. Do not align the mark horizontally.

SAAB

Visual Standards Guide

Junyi (Jolena) Yang / 04123046 / Nature of Identity

Chapter 02 // Initial Sketches

Logo Usage

The Saab’s logo is applicable on both darker and lighter background. Also the new logo will work together within the visual system and Saab’s color palette.

HEX #73b79a

HEX #cd5755

HEX #d0cfce

RGB 115 183 154

RGB 205 87 85

RGB 208 207 206

CMYK 57 9 47 0

CMYK 15 79 65 2

CMYK 18 14 15 0

Pantone P 137-4 C

Pantone P 58-5 C

Pantone P 172-1 C

Pantone P 137-4 U

Pantone P 58-5 U

Pantone P 172-1 U

SAAB

Visual Standards Guide

+ Visual Standards

Saab Color Standards

Saab Typeface Standards

Junyi (Jolena) Yang / 04123046 / Nature of Identity

Chapter 03 // Digital Sketches

Saab Color Standards

The Saab color standards based on the brand's soul and spiritÂâ&#x20AC;&#x201D; to exceed limits while maintaining stability through adaptation. The color palette represents our future and innovation.

HEX #73b79a

HEX #407d6f

RGB 115 183 154

RGB 64 125 111

CMYK 57 9 47 0

CMYK 76 33 59 12

Pantone P 137-4 C

Pantone P 135-13 C

Pantone P 137-4 U

Pantone P 135-13 U

HEX #2d2d2c

HEX #cd5755

RGB 45 45 44

RGB 205 87 85

CMYK 70 64 63 64

CMYK 15 79 65 2

Pantone P 179-15 C

Pantone P 58-5 C

Pantone P 179-15 U

Pantone P 58-5 U

HEX #d0cfce

HEX #d0c7ab

RGB 208 207 206

RGB 208 199 171

CMYK 18 14 15 0

CMYK 19 17 34 0

Pantone P 172-1 C

Pantone P 12-9 C

Pantone P 172-1 U

Pantone P 12-9 U

Chapter 03 // Digital Sketches

Saab Color Standards

HEX #73b79a

HEX #407d6f

HEX #cd5755

RGB 115 183 154

RGB 64 125 111

RGB 205 87 85

CMYK 57 9 47 0

CMYK 76 33 59 12

CMYK 15 79 65 2

Pantone P 137-4 C

Pantone P 135-13 C

Pantone P 58-5 C

Pantone P 137-4 U

Pantone P 135-13 U

Pantone P 58-5 U

Visual Standards Guide

SAAB

HEX #d0c7ab

HEX #d0cfce

RGB 45 45 44

RGB 208 199 171

RGB 208 207 206

CMYK 70 64 63 64

CMYK 19 17 34 0

CMYK 18 14 15 0

Pantone P 179-15 C

Pantone P 12-9 C

Pantone P 172-1 C

Pantone P 179-15 U

Pantone P 12-9 U

Pantone P 172-1 U

Junyi (Jolena) Yang / 04123046 / Nature of Identity

HEX #2d2d2c

Chapter 03 // Digital Sketches

Saab Typeface Standards

For the final typography, I experimented with font combinations. The rule for this was to have a strong contrast.

Title: Azo Sans Bold Bodycopy: Proxima Nova Light

Title: Azo Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123 4567890 ! @ # $%^&*( ){ }[]<>|+ - _= Bodycopy: Proxima Nova Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 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.

Visual Standards Guide

SAAB

Proxima Nova

Light

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

! @ # $ %^&* ( ) { } [ ] < > | + - _ =

!@#$%^&*( ) { } [ ]< >|+- _=

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

! @ # $%^&*( ) { } [ ] < >|+ - _ =

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*(){}[]<>|+-_=

Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@# $%^&*( ) { } [ ] < >|+ - _ =

Junyi (Jolena) Yang / 04123046 / Nature of Identity

1234567890

Black

Chapter 03 // Digital Sketches

Saab Typeface Standards

Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 67 8 9 0 ! @ # $ %^&* ( ) { } [ ]<>|+ - _ = Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 678 9 0 ! @ # $%^&*( ) { } [ ]<>|+ - _ = Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 678 9 0 ! @ # $%^&*( ) { }[ ]<>|+ - _ =

Visual Standards Guide

SAAB

Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 678 9 0 ! @ # $%^&*( ) { }[ ]<>|+- _ = Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123 4567890

Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123 4567890 ! @ #$%^&*( ){ }[]<>|+ -_=

Junyi (Jolena) Yang / 04123046 / Nature of Identity

! @ # $%^&*( ){ }[]<>|+ - _=

SAAB

Visual Standards Guide

Future Expansion 42

Deliverables

Junyi (Jolena) Yang / 04123046 / Nature of Identity

The New Territory

Chapter 04 //Future Expansion

The New Saab

To exceed limits through adaptation and innovation.

Adaptation

Innovation [R-01] [R-03]

[R-02]

[I-01]

[I-03] [I-04]

[R-04] [M-01]

[I-02] [Ex-03]

[M-03]

[I-05] [Ex-01]

[Ex-02]

[M-02]

[Ex-05] [I-06] [Ex-04]

[R-02]

Saab Communication System Research

[R-03]

Saab Aircraft Technology Research

[R-04]

Saab Weapon Development Research

Co-branding

Event

Environment

Saab Sustainable Material Research

Education

Service

[R-01]

Saab Research

Experience

Production

New Brand Projection List

SAAB

Visual Standards Guide

Saab Institute [I-01]

Saab Advanced Institute

[I-02]

Saab Self Improvement Institute

[I-03]

Saab Body Control Organization

[I-04]

Professional Development Classes for Industry

[I-05]

Saab Hack Classes

[I-06]

Labor of Love Program

Saab Exploration Saab Outdoor Extreme Sports Club

[Ex-02]

Saab Challenge Cold Winter Competition

[Ex-03]

Saab Jungle Run Club

[Ex-04]

Extreme Sports Gear

[Ex-05]

Saab Survival Kits

Saab Media [M-01]

Saab Extreme Sports Channel

[M-02]

Saab Unexplored Religion Travel Reality Television

[M-03]

Saab Monthly Talk

Junyi (Jolena) Yang / 04123046 / Nature of Identity

[Ex-01]

Chapter 04 //Future Expansion

Saab Research

[R-01]

Sustainable Material Research Saab believes to be an environmental friendliness is a necessary responsibility. Saab will use advanced knowledge and technology to research and develop sustainable materials. This research will explore how to apply those materials to Saab products. These innovations will bring a big change. • Similar to: Ikea, Lego • Differences: Saab is more focused on exploring new sustainable materials, not only recycled ones. • Mission- specific: This exploration is related to Saab's mission because researching new sustainable materials is a way to exceed limits.

[R-02]

Communication System Research Saab will advance communication services to be more convenient and protective. Saab has long been a driving force in the development of advanced communications services, strong systems solutions, and ongoing system support for a wide range of navy operations, both military and civil. This research will continue to advance these communications services to be more stable and easy to use. • Similar to: Motorola Solutions, Rand • Differences: Saab provides communications services for a wide range, like maritime operations both military and civil. • Mission- specific: This exploration is related to Saab's brand soul in maintaining stability.

Visual Standards Guide

SAAB

[R-03]

Aircraft Technology Research Saab will use the best technique to produce a series of personal aircraft. Saab was established for the express purpose of building aircraft and military products. Most of their aircraft are used in the military and government. Now, Saab will expand their production line and technology research on personal aircraft. Saab will provide the safest, high performance and environmentally friendly aircraft. • Similar to: NetJets, CESSNA • Differences: Saab has the background of manufacturing both airplane and automobile. Saab is honored as the safest car company. Therefore, Saab will use these same techniques to manufacture personal aircraft. • Mission- specific: This exploration is related to Saab's mission because innovation is the most important part in the mission.

[R-04]

Weapon Development Research Saab will research and produce legal weapons.

• Similar to: SIG Sauer, Military technology • Differences: Saab supplies both the military and citizens. Everyone has the chance to protect themselves. • Mission- specific: This exploration is related to Saab's mission to pushing limits while maintaining stability.

Junyi (Jolena) Yang / 04123046 / Nature of Identity

Saab has the background in military products. These weapons have been used for military purposes. Now, Saab will continue to develop weapons to maintain stability on the individual and national level. The development of weapons can advance safety and stability. Saab will also develop weapons for the public as long as person has certificate. People can buy these weapons in standard stores. Usually, weapons are hard use for beginners. However, these weapons are more intelligent and easy to operate.

Chapter 04 //Future Expansion

Saab Institute

[I-01]

Saab Advanced Institute Saab provides the place for you to explore without limits. This institute provides education and information for people who need more knowledge in what they interested to achieve their future career. Saab want to push the limits versatilely. • Similar to: IAS • Differences: This institute is more focus on how to achieve their future career. • Mission- specific: Advance yourselves is one of way to overcome barriers and exceed limits. This is also Saab 's brand soul.

[I-02]

Saab Self Improvement Institute Saab provides for business man and woman improve themselves from appearance and manners. This institute teaches learners how to improve their appearance including clothing and accessories choices, skin care, make up and enhance appreciate beauty ability. On the other hands, Saab also teach learner how to advance manners, such as communicate with boss and workers and life behavior. • Similar to: The Monroe, Rich Habits, Rosa parks • Differences: Saab provides business man and woman both inner and outer. • Mission- specific: Self improvement can push yourselves limits maintaining confidence. This idea is related to Saab's brand soul.

Visual Standards Guide

[I-03]

SAAB

Body Control Organization Saab promotes perseverance with healthy behaviors in the face of challenges. In this organization, Saab teaches learners how to lose weight. By doing more sports and controlling their diet every day, they can overcome themselves. When people succeed during this process, it also helps them establish confidence. This organization also provides opportunities let people come together and work out. People also can supervise and urge each other. • Similar to: Jenny Craig Diet, Weight Watchers • Differences: Saab is not only help people control their body, but also give them environment to meet more people. • Mission- specific: Keep a healthy behaviors and control body is a long term project. People who want to do it must have stability and confidence. Body control is also a way to adapt and improve yourselves. Therefore, It totally match Saab's brand mission and soul that pushing limits maintaining confidence and stability.

[I-04]

Professional Development Classes for Industry Saab expands maintenance man’ skills in industrial design.

• Similar to: Art Center, AAU • Difference: The Art Center requires an education background unlike these development classes. These classes accept experienced amateur students. These people may not have design and art backgrounds, but they still can learn knowledge in Saab industrial design classes. • Mission- specific: Base on the rich experiences to develop a new skill is a way to overcome barriers and innovation. It matches Saab's brand mission that overcome barriers through innovation.

Junyi (Jolena) Yang / 04123046 / Nature of Identity

These classes can teach maintenance man industrial design. Because they are familiar with machine elements, they have the high potential to learn industry design. These classes give them an opportunities to transcend status and improve their skills.

Chapter 04 //Future Expansion

Saab Institute

[I-05]

Hack Classes Saab pushes amateur to a professional level. Saab provides these classes to teach learners who are interested in Hacking. The classes teach modification skills. Learners can learn to make their things (like cars and bicycles) go faster and be more powerful and safety. • Similar to: DIY Classes, Carid • Differences: Learner can study hacking in any field and not limit in modify cars. • Mission- specific: This exploration is related to Saab's mission to exceed limits through adaptation.

[I-06]

Labor of Love Program Saab can innovate for the future by supporting teenagers. This program will subsidize teenagers who live in isolated regions to develop the necessary skills for successful futures. Saab will not only teach them knowledge, but will also establish new learning environments. Youth are the group with the greatest potential. When they graduate from university, they have priorities to work in Saab. • Similar to: The Hope Project, The Home Project • Differences: Unlike the Hope Projects, Saab will not only provide education, but it will also provide the opportunity to work in the company, Saab. When these youth complete this educational program, and then graduate from university, they will have the drive and motivation to make working for Saab a priority. • Mission- specific: This exploration is related to Saab's mission to pushing limits while maintaining stability.

SAAB

Visual Standards Guide

Saab Media

[M-01]

Saab Extreme Sports Channel Saab will provide a channel for extreme fans. This channel serves on Apple and Youtube for people who are interested in extreme sports. They also make tutorial videos for people how to play. They can enjoy and get some inspiration for their next adventure. • Similar to: Extreme, Skuff • Differences: This channel is not only for entertainment, but also education resources. • Link to: It related to outdoor extreme sport club. • Mission- specific: This exploration is related to Saab’s mission to pushing limits.

[M-02]

Unexplored Religion Travel Reality Television Saab will shoot a group of people to explore places where is unexplored, nature and unknown religion. This reality television could record participants the process of travel. These places may dangerous, lack of resource and not convenient for transportation. The participants must solve these problems one by one. They enjoy the journeys but also exceeds themselves limits. Then animation synthesis also gives audiences some tips how to serve and solve troubles during the travelling. • Similar to: Off Limits, Back to Reality • Differences: Unlike the "Off Limits" which is an American reality television series. Saab will include more countries in their program. On the other hands, they also teach audiences survival tips during the travelling.

[M-03]

Saab Monthly Talk Saab inspires you to action by exploring how leader achieve success. Saab has programs that provide the opportunity to convey a positive spirit in the society through a variety of powerful talks by the global successful idols every month in different places. Our mission is to inspire participants ideas and attitudes to push limits in the future. • Similar to: TED, Internews • Differences: It is a continuous program all over the world. No limits on languages and time. • Mission- specific: This exploration is related to Saab's mission to overcome barriers while maintaining stability and confidence.

Junyi (Jolena) Yang / 04123046 / Nature of Identity

• Mission- specific: his exploration is related to Saab's mission to transcend limits through innovation.

Chapter 04 //Future Expansion

Saab Exploration

[Ex-01]

Outdoor Extreme Sports Club Saab will gather X-sports fans together to challenge them in extreme environments. This is about extreme sports. One event provided by Saab would be climbing, like the tallest snowy mountain in California— Mount Whitney . For rock climbing X-sports fans, this event will provide them the opportunity to challenge themselves physically and mentally. • Similar to: Sierra Outdoor Sports Club • Differences: This club provides participants an opportunity to challenge extreme environments. • Mission- specific: X-sports fans are interested in transcending the limitation of body and environment. It matches Saab's brand soul.

[Ex-02]

Challenge Cold Winter Competition Saab encourages participants to transcend the physical limitations. We collaborate with North Face to hold a competition in winter. The competition items have winter swimming, marathon and skiing. North Face provides the professional equipment and appeal for this competition, such as swimming cloth, ski suit and running shoes. • Similar to: Conquer The Cold • Differences: Saab Challenge Cold Winter Competition is not only a club which can provide participants places to challenge themselves, but also a competition. • Mission- specific: Exceed body limits is follow the Saab's brand soul.

[Ex-03]

Saab Jungle Run Club Saab gathers the people who love to exceed the limits in the jungle. This club provides abundant resources and playing experiences. It can overcome yourselves limitation while practicing endurance and confidence. People must have a set of exams to join this club in order to make sure the safety. If joiner is a beginner, Saab also provides several tutorial classes. • Similar to: Centaurs Group, Jungle Club Sports Complex • Differences: Saab is not only a club for explorers, but also a place to take classes. • Mission- specific: This exploration follows Saab's brand soul that exceed limits through adaptation.

SAAB

Visual Standards Guide

[Ex-04]

Extreme Sports Gear Professional and reliable gear can increase the level of confidence and safety when people play extreme sports. Saab will provide all of the things which are used for extreme sports, like hiking boots, helmets, pressure suit and goggles. Customers also can customize their gear. • Similar to: North Face, Calumbia • Differences: North Face may provide basic outdoor sports equipment. However, Saab are more focused on the unique conditions of extreme sports. • Link to: This exploration is related to jungle run club and Outdoor extreme sports club. It provides professional equipment to these clubs. • Mission- specific: This exploration follows Saab’s brand soul that exceed limits through adaptation.

[Ex-05]

Saab Survival Kits Being prepared well can increase the probability of success in all conditions whether one is in the home or outdoors. Saab will provide a pack of emergency equipment (food and medical supplies) and durable kits (GPS, compass and knife) all in one. These packs will help people explore their confidence and transcend the limits of their safe zones.

• Differences: Saab’s survival kits are more comprehensive and more focus more on outdoor activities. • Link to: This exploration is related to jungle run club. When the adventurer encounter dangerous. This kits can help them survival. • Mission- specific: This exploration is related to Saab’s mission to overcome barriers while maintaining stability and confidence.

Junyi (Jolena) Yang / 04123046 / Nature of Identity

• Similar to: American Red Cross,

Chapter 04 //Future Expansion

53 SAAB Visual Standards Guide

Junyi (Jolena) Yang / 04123046 / Nature of Identity