TH E N EW FAC E O F SA AB
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T H E N E W FA C E O F S A A B
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© 2011 EMILY SHIELDS ALL RIGHTS RESERVED. DESIGNED BY EMILY SHIELDS TYPEFACES : BERTHOLD AKZIDENZ GROTESK, GARAMOND
VĂ„LKOM M E N Welcome to the new face of SA AB
Table of Contents
01 FÖDDA FR ÅN SK ÄMT
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TIMELINE
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OUR MISSION
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OUR IMAGE BEFORE
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OUR NE W IMAGE
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02 OUR DRIVERS
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VISUAL STANDARDS
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ALL IN THE DETAILS
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LOGO USAGE
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COLOR SWATCHES
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T YPOGR APHY
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NO HIJACKING
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BUSINESS IDENTIT Y
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WEBSITE
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03 THE NE X T STEP
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PROJECTION CHART
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E X TENSIONS
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01 FÖDDA FRÅN J ETPL AN Saab Aeroplan Aktiebolaget From street cars and locomotives, to aircraft, automobiles, computers and missiles—that’s just part of the history of SA AB—makers of the SA AB automobile. SA AB is an acronym for Aeroplan Aktiebolaget. The company’s major effort during the beginning of the 1940’s was centered around aircraft, with SA AB as the major supplier of planes to the Swedish Air Force during World War II. With a giant investment in machinery for aircraft production possibly facing the scrap pile at the end of World War II, and with large manpower resources and plants, SA AB officials went looking for new fields of production. Their eyes lit up to the idea of automobile engineering. SA AB automobile production began in 1949 with 300 employees in Trollhättan Sweden. The first car, the SA AB 92, was a revolutionary motor vehicle designed by 16 aircraft engineers. As all aircraft engineers use wind tunnels, they arrived at the body configuration through tests in aircraft wind tunnels. The idea of creating cars around the driver was natural. In a Saab, the cockpit-like driver’s environment, with ergonomically designed controls and logically placed instruments makes decision-making almost intuitive.
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Svenska Aeroplan Aktiebolaget (SA AB) was incorporated by the Sweden government, due to growing concern of the German’s intentions. The first factor y and air field were constructed nor th of Trollhat tan.
New SA AB 96 with a more substantial look and more power; leads them to several wins at future rallies.
SA AB 21 t win-boom fighter-interceptor equipped with new ejection seat.
The first SA AB-built B3 bomber took to the skies a few weeks af ter the war commenced.
SA AB merges with Scania. Ignition switch relocated to center consol.
Twin-engine B18 bombers were delivered to the Royal Swedish Air Force.
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1960 1944
1921 1937 1939
Forbidden by the Versailles treat y to manufacture aircraf t at home, the German company Heinkel established the Svenska Aero AB in Sweden as a creative end run that failed to prosper.
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1949 1950
1956
The Sonet t protot ype roadster is developed for motor spor ts.
Production of the SA AB 92 begins. Within weeks, SA AB made their motorspor t debut in the Monte Carlo rally.
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SA AB’s first car protot ype was up and running, clothed in a remarkably sleek, cur vaceous body that clearly showed the influence of its aviation genes.
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SA AB creates a hatchback version of the 99, named Combi Coupe. Establishes signature design for SA AB.
Due to lack of funds, SA AB is unable to pay employee salaries forcing the company to shut down. SA AB filed for bankruptcy.
SA AB builds its one-millionth car. Reveal of its Turbo Concept which achieved rapid cult status.
Spyker purchases SA AB from GM. New 9 0 0 0 introduces SA AB’s patented Direct Ignition System, technology eventually adopted by the entire industr y.
1974 1976
1988
1990
2002 2000
2008-09
2010 2011
2007 GM puts SA AB up for sale. GM takes full ownership of Saab Automobile AB
SA AB puts all-wheel drive on its models.
New 9 -3 model launched, sharing basic architecture of various GM models.Takes aim at Audi A4, BMW 3 series and Mercedes C-Class.
General Motors buys a 50% stake in the SA AB car division.
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WRONG TU R N A brand known for quality and substance— stripped of its identity. Despite building a brand that we could be proud of here in Sweden, there came a point when we were no longer financially sound independently. In order to save SA AB from bankruptcy, General Motors purchased our company in 2000. Over the years, the true soul of SA AB has been lost and the brand has become a marketing name with no substance. It’s aviation heritage has been long forgotten and only re-surfaced for a brief advertising stint that GM attempted that only blew up in their face. When General Motors sold SA AB in 2008, the SA AB loyalists around the world felt both hope and terror, afraid that SA AB would be lost forever, but hopeful that the brand would find it’s footing once again. As SA AB sits on the brink of liquidation, there is geniune fear that this might be the end. Currently, there are groups and clubs around the world of SA AB loyalists, truly devoted to the spirit of the SA AB brand.
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MAKI NG IT R IG HT The future of SAAB speaks to its rich heritage to provide limitless capabilities. Loyalists can attest to the fact that the soul of what SA AB once was, was unmatched by any other brand in the industry. Known for quality and reliability, the SA AB brand has always been about approach and how it can best meet the needs of it’s loyal customers. As opposed to other automotive brands, SA AB focuses on developing durable quality products as opposed to just another status statement or fashion accessory. The future of SA AB focuses on what SA AB does best. From aviation to the automobile, our mission is to inspire our customers to travel to the ends of the earth by providing the necessary means to do so. There’s no point A to point B in the new world of SA AB. Our new mission is to inspire our customers to ask “just how far can I go? ” Our brand is about more than just transportation, it is now about the overall travel experience that we seek to provide our adventure-seeking customers.
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VÅR UPPGIFT ÄR ATT INSPIRERA DIG ATT GÅ LÄNGRE Our mission is to inspire you to go farther.
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OR IG I NALE N SNAABS I am a SAAB Snob and I’m proud of it. One well-known fact about SA AB is that our customers are loyal. Not just loyal in the “I own a SA AB” kind of loyal. They’re loyal in the “SA AB is the only car I’ve ever owned and will ever own” kind of loyal. Since the beginning, SA AB has created a very respectable brand that focuses heavily on quality and efficiency and continues to take the road less traveled with regard to design and style. Our philosophy of building the car around the driver has instilled a sense of confidence and trust within our customers. They understand that we’re not just building a car, we’re creating a product that is so intelligent and so intuitive that it couldn’t be imagined any other way.
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NYA ANSI KTE The new face of SNAABS With the new face of SA AB, we hope to attract a wider range of consumers. Ones that are not only loyal customers, but also ones that seek the extreme. Here at SA AB, our number one priority is to provide customers with top-notch engineering to create the vessels needed for extreme exploration. The new snaabs are still loyal, life-long customers that have a great appreciation for quality and durability. However, now they have taken a step up in the status quo. They own more nice things, things that probably cost a pretty penny because of the quality not because of the brand. They have an appreciation for anything off the beaten path. They like to do things on their own, make new paths, travel to remote places where they can explore in any way they like. They are mountain climbers that have hiked to the highest peaks. They are divers that have seen the black bottoms of the deepest depths. They are cave divers that have seen what most only see in textbooks. They seek adventure of the most extreme.
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02 TH E DR IVE RS Here at SAAB, it is our philosophy to meet the needs of our customers. In order to meet those needs, we go to great lengths to know and understand just who our audience is and what it is they want out of life. Are they adventure-seekers? Are they extremists? Do they have kids? What’s their favorite way to relax? Get an adrenaline rush? So on and so forth.
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KR EATIV
EXTR E M IST
Kris, 32
Lindley, 34
Living in San Diego, Kris has always lived a very active lifestyle from cycling to surfing to running marathons every couple of years. Being an art director, he finds that being active is the only way to relieve stress for him. He is always up to try anything and loves adventure.
Meet Lindley, the 34 extremist willing to try just about anything. With a love for adventure and a yearning for the extreme, you could say she likes to live on the edge. Some of her favorite activities are extreme skiing in Europe and cave bungee jumping in Nepal.
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STU DE NT
L Ă„KAR E
Naomi, 29
Patrik, 54
Living the student life once again, Naomi has been able to take advantage of not having to work a 9 to 5 job day in and day out, something that she hopes to never have to do again. Always going against the norm, Naomi is somewhat of a non-conformist when it comes to how she lives her life.
After years of medical school and long shifts at the hospital, Patrik truly understands the value of being off the clock. There’s nothing Patrik enjoys more than spending quality time with his family. From searching for constellations each night to taking new adventures around the world, this family man truly appreciates the treasures the world has to offer.
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TH E N EW FACE The new face of SAAB comes with a new identity that represents it’s new existence. The SA AB logo has gone through a variety of changes over the past half century, each new rendering a reflection of a moment in SA AB’s history. The new logo represents all that is strong and admirable about the SA AB brand. It showcases its heritage by incorporating movement that highlights SA AB’s aviation background. The new logo represents movement on land, in the air and in the water. The new SA AB brand aims to inspire you to go farther in your journey, and the logo aims to reflect this concept. As you flip through the rest of this section, you will notice the guidelines that need to be followed in order to ensure consistency with what the new brand respresents.
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FI N E TU N I NG A good logo requires a lot of fine tuning in order to capture the essence of a brand. Through a series of sketches, the overall idea of this logo began to take form. In order to fine tune it, precise sketches were required in order to incorporate balance and equal thickness between the various parts. One of the major reasons to not change the logo in any ways is in large part due to the precise balance that created between logo and word mark, a balance that was challenging to achieve throughout this process.
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4x
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4x
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LOGO USAG E Logo guidelines are important to create a unified brand the consumer can trust. Through a series of sketches, the overall idea of this logo began to take form. In order to fine tune it, precise sketches were required in order to incorporate balance and equal thickness between the various parts. One of the major reasons to not change the logo in any ways is in large part due to the precise balance that created between logo and word mark, a balance that was challenging to achieve throughout this process.
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Pantone 5255
Pantone 109 C
Pantone Cool Gray 10C
CMKY 100/80/0/55
CMKY 1/10/100/0
CMKY 0/2/0/60
RGB 0/33/91
RGB 255/221/0
RGB 128/127/131
Pantone 107 C
Pantone Cool Gray 2C
Pantone Cool Gray 3 C
CMKY 1/5/80/0
CMKY 0/0/0/10
CMKY 0/0/0/20
RGB 255/234/83
RGB 230/231/232
RGB 216/217/218
COLORS The color palette is essential in the development of a brand.
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In order to stay true to SA AB and its heritage, we incorporated the navy that they have been using since the beginning, way back when they were manufacturing aircraft. The navy holds several meanings for us, one being its heritage, but also where SA AB’s home is, in Sweden, where weather conditions can get pretty harsh. The nayv is symbolic of the cold and snow that SA AB’s were manufactured in, resulting in SA AB’s incredible safety ratings.
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BERTHOLD AKZIDENZ GROTESK
ABCDE FG H IJ KLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
GARAMOND M EDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 GARAMOND ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
TYPOG RAPHY Typography is a crucial element that helps to convey the look and feel of a brand. Berthold Ak zidenz Grotesk Extended is used for the chapter numbers, headers and pull quotes and Garamond is used for the body copy.
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NO OUTSIDE COLORS
DO NOT ALTER RATIOS
DO NOT RE-ARRANGE
DO NOW SKEW
DO NOT TURN
NO DROP SHADOW
NO H IJACKI NG Logos take a lot of time to develop, please don’t create your own version. We spent a lot of time researching, developing, creating and producing this logo, so please, please don’t mess with it and use it correctly. Please do not re-arrange the symbol and word mark. They must remain in the lock up provided or the symbol can be used alone with word mark. Also please don’t stretch and skew the logo or use any crazy wild colors.
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PHOTO STYLE Imagery helps to solidify the true nature of a brand. The imagery that is to be used within the SA AB brand must consist of sophisticated, quality images. All photos must be high-res, we do not tolerate pixelation of any sort. Imagery should reflect the imagery found throughout this brand book as well as on this page. Color tone of imagery should also reflect he color palette. Subject of imagery should follow suit with SA AB’s mission to inspire.
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STATION E RY First impressions are the most important, even through correspondence. The design of the stationery and business cards reflecst the overall look and feel of the new face of SA AB. Only this stationery should be used for any and all correspondence within SA AB.
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P.O BOX 703 63, SE-107 24 STOCKHOLM, SWEDEN PHONE: +46 8 463 00 00 FAX: +46 8 463 01 52
MICHAEL STEVENS 1340 N. Lincoln Avenue Chicago, IL 60613
December 14, 2071
Dear Mr. Stevens, Welcome to the new SAAB. We hope you will take advantage of all of the services that SAAB now offers whether your lifelong dream has been to summit Mount Everest, dive down to the deepest darkest depths of the ocean or reach the farthest planet known to man, your wish is now our command. We know there are many options to choose from and we thank you for choosing us. We strive to be the leaders of tomorrow, and in doing so, we go to great measures to always stay miles ahead of the curve and provide our customers with not only quality products but products that inspire you to go further.
Thank you for your time and welcome to the world of SAAB.
Mr. John McCallister CEO SAAB Corporate
JOHN MCCALLISTER P.O BOX 703 63, SE-107 24 STOCKHOLM, SWEDEN PHONE: +46 8 463 00 00 FAX: +46 8 463 01 52
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WE BSITE Websites are a great way for brands to get their name out there. The look and feel of the website is meant to reflect the brand guidelines in this book. Please familiarize yourself with the site.
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03 NYA M Ă–J LIG H ETE R The new face of SAAB seeks to provide endless opportunities for our customers. As SA AB moves into the future, the variety of services and capabilities we provide must meet the needs and demands of our customers. No matter how far they want to go or how off the radar their destination is, it is our mission to provide an experience like no other.
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WATER
LAND
AIR
VATTEN | Water AUTOMOTIV E Boats, Jet Skis SERV ICES GPS, Position Locator, Immediate On-Sight Service ACCESSORIES Travel pack, First Aid, Clothing, Tent, Walkie Talkies ACTIV IT Y Scuba Diving, Underwater Cave Exploration, Deep Sea Pods
MARK | Land AUTOMOTIV E Car, Van, Moped, Snow Mobile SERV ICES GPS, Position Locator, Immediate On-Sight Service ACCESSORIES Travel pack, First Aid, Clothing, Tent, Walkie Talkies ACTIV IT Y Caving, Off-Roading, Hiking, Extreme Skiing, Summiting Mount Everest
LUF T | Air AUTOMOTIVE SAAB Space Shuttle, Jets SERV ICES GPS, Position Locator, Immediate On-Sight Service ACCESSORIES Dry Food, Camera, Keepsake Boxes ACTIV IT Y Planet Exploration, Star Study, Milky Way Drive-by
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VATTE N | Water I NTO TH E B LU E I n order to be able to stay tr ue to our philosophy of inspiring our customer s to go far ther, moving into the nautic al industr y only made sense. SA A B ha s now moved beyond the re strictions of land and aviation and moved into the world of water. From deep se a diving to sub marine s excur sions , the options are endle s s .
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VATTE N | Water SU B MAR I N ES No longer for the priveledged few, SA AB customers can now enjoy the deep blue without having to wear a wet suit. Submarines can be utilized anywhere within the underwater world. We provide various sizes that can accommodate groups large or small seeking to experience the beauty of the underworld in a whole new way.
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VATTE N | Water MAR IANA TR E NCH H ow deep is the deepe st par t of the oc e an? H ow doe s 32,0 0 0 feet sound? Welc ome to the M ariana Trench , the lowe st point on e ar th . For those seek ing the ex treme under water experinc e, SA A B will provide you with the experienc e of a lifetime. N o need to wor r y about equipment or sk ill level. SA A B provide s our customer s with all the nec e s s ar y equipment and tr aining needed in order to experienc e the undewater world to the fulle st .
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MAR K | Land I NTO TH E EARTH C ustomer s now have the chanc e to explore the deepe st and dar ke st plac e s on e ar th just below the e ar th’s sur fac e. D epending on sk ill level , customer s c an choose from a variet y of c ave s loc ated worldwide with var ying degree s of dif f icult y. C ustomer s will have the option to hire their own tour guide or they c an choose to explore alone. C ave diving le s sons provided by our world renowned c ave diver s who are e ager to share their k nowledge and experienc e with those seek ing to explore the under world .
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MAR K | Land ACCOMODATIONS For customers who seek to sleep under the stars, yet aren’t willing to sleep on the ground, we have joined up with the team over at Airstream and now offer our customers access to their entire line of trailers. Airstream offers a wide variety of travel trailer lines from the Sport Line that attaches to your car, to the Flying Cloud that provides a bit of modernity to the outdoor experience. All trailers stocked with basic necessities (i.e. emergency kit, dishes, etc).
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MAR K | Land ACCESSOR I ES For our physically fit customers seeking new challenges, we provide the essential tools and accessories required for such excursions. Pairing with outdoor excursion company, REI, were are now able to offer our customers durable, high-quality products. Accessories included are customized to the type of excursion as well as the difficulty level customer is seeking. SA AB provides training from climbing experts who have experience climbing the most extreme terrain in the most extreme conditions.
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BORTOM GR ÄNSER
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LU FT | Air SKY H IG H As SA A B move s into the future, our goal is to always stay tr ue to SA A B ’s rich heritage in aviation . C ustomer s c an choose any thing from sk y diving and par abolic f lying to spac e tour s and walk ing on the moon . W ith the advanc e s in spac e touris m , SA A B now of fer s group tr avel pack age s for customer s seek ing to see the star s up close. We of fer a wide r ange of shut tle size s so there’s no group too large or too s mall. We even of fer spac e sk y diving for the tr ue dare devils at he ar t . We of fer tr aining and tutorials so no need to wor r y about the details .
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TID ATT UTFORSKA. Time to explore.
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