BRANDING VEHICLE GUIDELINES
GUIDELINES > BRANDING VEHICLE
OUR DESIGN PLATFORM
he fundemental task is to convey the movement expressed in the design platform without losing the clean and straightforward approach. For a full description of our communication strategies, see Saab Brand Portal.
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The Saab brand conveys a movement: from defence to civil security, from advanced technology to usibility, between history and future, from product to safety and action.
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GUIDELINES > BRANDING VEHICLE > ESSENTIALS
BRANDING WITH SECURITY IN MIND
Providing support to our custumers and partners ofers a great opportunity to connect high-quality service to the Saab brand through attractive and well-thought-out vehicle branding. However, when it comes to vehicles there are also some risks connected to branding worth considering. heir material value might attract unwanted attention in the form of burglary, sabotage and interception. he person driving might be harassed or attacked. Cultural aspects are also important to regard. his guideline aims at promoting a positive branding with a minimum of risks and negative efects. It might be necessary to consult the customer when the vehicles are meant to operate on their areas or in their cities. If a need arises to connect the branding to external parties, for example a customer or an authority, a consultation is also required. he fundamental visual tone of voice is clear and uncluttered. It applies to print layouts, exhibitions, presentations etc. White space is a main element and we avoid visual information overload. Branding of vehicles must be approved by Saab corporate communications and security departments, see Contacts.
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When designing vehicle branding using the Saab logotype, always use full colour. here is just one single logotype for the entire Saab Group. It is a strong and constant icon that keeps the brand together. he logotype must never be changed, reproduced, cropped or distorted.
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GUIDELINES > BRANDING VEHICLE > ESSENTIALS
ABCDEFGHIJKLMNO PQRSTUVWXYZ 1234567890 Neue Helvetica Extended heavy
ABCDEFGHIJKLMNO PQRSTUVWXYZ 1234567890 Neue Helvetica Extended thin
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he main typeface is brought up from the logotype, to provide continuity and consistency, and to strengthen the inherent motion within the Saab brand.
TECHNICAL SUPPORT CUSTOMER SERVICE SUPPORT SOLUTIONS
Keep in mind that the branding is supposed to highlight the service provided by the vehicle and not to promote speciic business units or products. he focus should lie on the purpose of the vehicle from the point of view of the customer. Make sure that the purpose of the vehicle is relected in the branding while keeping it in line with Saab’s overall communication strategies. A vital part of the branding is to convey the feel of the high-quality service we at Saab always strive to give our customers. On the let, you can ind some approved suggestions on how to use the text element to put a spotlight on the service provided.
SUPPORT SERVICE MAINTENANCE
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GUIDELINES > BRANDING VEHICLE > ESSENTIALS
he base colours of the graphic identity are white, black and cool grey. hese are used to strengthen the position of Saab as a technological company, with their sharp contrasts and clean look. To stay consistent to the base colours, choose a white vehicle whenever it is possible as the artwork is black and grey.
NCS
S 0300-N
NCS
S 3000-N
NCS
S 9000-N
RAL
9016
RAL
7030
RAL
9070
PMS
-
PMS
422 UC
PMS
PROCESS BLACK
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SAABGROUP.COM
Illustrations and graphic design elements are clean, simple and clear in their message.
Website address
he website address clearly states the identity of the messenger. he circle is extracted from the symbol in the logotype, representing the motion inherent in the brand. Using circles and orbital patterns in designs strengthens the sense of unity and continuity.
Circles
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GUIDELINES > BRANDING VEHICLE > VEHICLES
BRING IT ALL TOGETHER
he logo is centrally placed on the rear section of the vehicle. As shown in the examples, the two circles, stretching from top to bottom, connect to the logo on their way. he logotype may vary in size, use sound judgement and check the size with Corporate Communications (see Contacts) if there is any uncertainty. he text element is to aligne with the centre of the logo to give a clean and uncluttered look. www.saabgroup.com is to be featured on the back of the vehicle, see the examples for inspiration.
TECHNICAL SUPPORT
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SAABGROUP.COM SAABGROUP.COM
Commercial minivan
Commercial van
TECHNICAL SUPPORT
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GUIDELINES > BRANDING VEHICLE > VEHICLES
A minimum branding of a vehicle consists of the Saab logo with the two circles and www.saabgroup.com. his minimum branding is recommended for vehicles whose main purpose is to transport persons from A to B.
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SAABGROUP.COM
SAABGROUP.COM
Sedan/Station wagon
Pickup
TECHNICAL SUPPORT
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GUIDELINES > BRANDING VEHICLE > VEHICLES
SAABGROUP.COM
Trailer
TECHNICAL SUPPORT
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GUIDELINES > BRANDING VEHICLES > CONTACTS
CONTACTS
GUIDELINES & BRANDING
• Stefan de Flon Mail: stefan.delon@saabgroup.com
HR/SECURITY
• Benny Krönfeldt Mail: benny.kronfeldt@saabgroup.com • Joakim Brandberg Mail: joakim.brandberg@saabgroup.com
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