SAS Identity Manual

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Contents

Forew ord

1 Identity program and structure

2 Masterbrand

3 SAS International Logo

4 Wordmarks

5 Sub-brands

6 Specified Business Areas

1

Identity program 7

The Scandinavian design platform 8Brand structure 10

N am ing structure 12Tradem ark protection 13

H ow to use these guidelines 14

SAS Logo 17

Clear space 19Clear space exam ples 20

SAS Logo reproductions and background control 22Preferred sizes for print applications 23Positioning the SAS Logo on printed m atter 24

Incorrect usage 25

SAS International Logo 29Clear space 30Clear space exam ples 31

SAS International Logo reproductionsand background control 33

Preferred sizes for print applications 34Positioning the S AS International Logo

on printed m atter 35Incorrect usage 36

The Scandinavian Airlines w ordm ark 39The Scandinavian w ordm ark 40

SAS Cargo Logo 43Clear space 44

Background control 45Positioning the SAS Cargo Logo on printed m atter 46

Preferred sizes for print applications 47SAS Pleasure Logo 48

Definition of Specified Business Areas 51Background control 52

SAS Identity M anual

Contents


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7 Graphic program core elements

8 Star Allianceand partner airlines

9 Identity applications

10Appendix

Prim ary typeface Scandinavian 55Secondary typeface Sabon SAS 58Typography exam ples 59

Identity colors 62Pictures 64

Poem s 66

Star Alliance 69

Joint partner logos 70

Stationery 73System ized usage of the SAS Identity Program 74Applications 76

Prom otional articles 78Sponsoring and event m arketing 79

Inflight item s 80The S AS U niform W ardrobe and W orkw ear 81

Lounges 82O le, the childrens spokesperson 83Signage 84

Ground equipm ent and corporate vehicles 85Aircraft livery Boeing 737-600 86

Checklist 91

Coated color sam ples 93


Contents

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Identity program and structure

Identity program 7The Scandinavian design platform 8

Brand structure 10N am ing structure 12Tradem ark protection 13

H ow to use these guidelines 14

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Graphics

Pictures & Poems

Colors

1

SAS Identity M anualIdentity program and structure

7

Identity program

SASs new identity is rooted in our history. W e w ant to

convey the basics of Scandinavian design: sim plicity,functionality, inform al elegance and a respect for

m aterials and resources. W e also w ant it to clearly signaltw o of our m ost im portant values: care and trust.The new SAS identity program is based on a carefully

m odernized logo, unique graphics and colors, as w ellas our ow n pictures and poem s.

Pictures are the ultim ate language. They aw aken feel-ings and curiosity. Pictures allow us to be m ore personal,

describe ourselves m ore clearly and accentuate ourScandinavian profile.

W hat w e refer to as poem s are perhaps not poetry in

the traditional sense, but m ore in the form of a greeting,a glint in the eye. They are a gentle rem inder that SAS

is first and forem ost about people our custom ers andourselves.The S AS Logo, graphics, colors, pictures and poem s

unite to create a strong, unique identity with possibilitiesfor m any different form s of expression.


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The Scandinavian design platform

The difference betw een the seasons determ ines thew ay w e live. It gives us the possibility of varied form s of

expression, in feelings, colors and design.A clear blue sky, a w arm orange sunset, the subdued

colors of an autum n landscape, w inter w ith every shade

of grey and sharp, dram atic contours. The seasonsand the Scandinavian landscape com prise an unusually

rich and varied palette.Em phasizing the character of the various seasons

and utilizing the Scandinavian light helps us to create adynam ic and unique identity.There is a special characteristic that m akes Scandi-

navian design unique: sim plicity. Sim plicity can be traced

The three Scandinavian countries, D enm ark, N orwayand Sw eden, have a unique com m on bond based on

history, language, geography, culture and lifestyle. It alsoform s the basis of a Scandinavian character: inform aland unpretentious, straightforward and honest, m odest

and w ith a lighthearted glint in the eye.This is the w ay SAS should be, too, and nothing could

be m ore natural than for the Scandinavian w ay to be thefoundation of our SA S identity. A Scandinavian identity

that also reflects our values: caring and reliable, business-

like and progressive. Values that should be as appealing

to our custom ers in Scandinavia as those from other parts

of the w orld. A Scandinavian identity that is ours alone.


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to our history w here scarcity of m aterials and otherresources forced us to sim plify.

Sim plicity characterizes the G ustavian style that today,perhaps m ore than ever, is appreciated far beyondScandinavia. Sim plicity and unpretentiousness are also

characteristics of the successful m odern Scandinaviandesign.

Scandinavian sim plicity should not be confused w ithm eagre, penny-pinching or boring. It is rather a m atter

of replacing continental m agnificence and overstatem entw ith sim plification and refinem ent. W e have developedan inform al elegance that brings harm ony to the eye

and rest to the soul.

The tradition of opening our hom es to guests is som e-thing unique to Scandinavia. In m ost other countries

socializing, especially in the context of business, m ainlytakes place in public environm ents. W e Scandinavians

m eet in the hom e. O r perhaps at a sum m er retreat,som ething w e have greater access to than m ost. It istherefore natural that our lounges, airport interiors and

m eals have a dom estic, hom e-like touch. This createsw arm th and personality and separates us from the

alm ost form al character that dom inates m any of ourcom petitors.


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Brand structure

The brand structure of SAS is developed in accordancew ith the SAS m asterbrand strategy as described in the

SAS B rand Book.The general rule is alw ays to use the SAS Logo or

the SAS International Logo.

Exceptions from this general rule are perm itted for theSAS sub-brands and Specified Business Areas specified

on the next page.For guidance regarding the usage of the Radisson SAS

joint logo please refer to the B rand Book of Radisson SAS.

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The m asterbrand logo of

Scandinavian Airlines System .

Referred to as the SAS Logo

in these guidelines.

Th e international m aster-

brand logo for use ou tside of

Scandinavia an d Finland and for

a lim ited num ber of specific

application s. Referred to as

the SAS International Logoin

these guidelines.

The w ordm arks created for

selective use on corporate

m aterialsuch as ann ual reports,

traffic docu m ents e.g.

SAS Abcd ExamplesSAS Business Division

SAS Business Lounge

SAS Oil Norway A/S

SAS Scandinavian Lounge

Masterbrand logo Masterbrand logo international version Wordmarks

Sub-brand logos

Specified Business Area logos

All other parts of the SASbusiness

Logos of the tw o SA S sub -brandsand the Radisson S AS joint logo.

Th e nine authorized SpecifiedBusiness Area logos.

G raphics for all other subsidiaries,

divisions, business units andareas, departm ents, products,

m arketing concepts and projects.

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SAS Commuter

SAS Component

SAS Flight Academy

SAS Flight Support

SAS Hosting

SAS Media

SAS Technitrade

SAS Trading

Scandinavian Airlines Data


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12

N am ing structure

In order to ensure conform ity w ith the SAS m asterbrandstrategy, a restrictive policy is applied in relation to

allocating SAS-specific nam es to offers, products andservice elem ents.The basic rule is that offers, products and service

elem ents that are unique to S AS or sold to our custom erscan be given an SAS-specific nam e if this is justified by

the m arket situation or com m unication requirem ents.The nam e shall be based on the custom ers situation

and should describe as sim ply and clearly as possible theoffer, product or service elem ent involved.U nless the circum stances require otherwise, all SAS-

specific nam es should be in English.Exam ples: SA S B usiness Sleeper, SAS W eekend.

The descriptive w ords it contains should be w ritten inupper and low er case (i.e. a capital should b e used at

the beginning of each w ord). H ow ever, in cases w herenam es are in local language, the gram m atical rules ofthat language should be applied. E.g. SAS Easter Special

w ill be SAS Pskspecial in Sw edish.Products and service elem ents that are not offered for

sale but are provided as an integrated part of an offer or

a product should not norm ally be given an individualnam e. An exception m ay be m ade if the offer is unique to

SA S oran individual nam e m akes it m uch easier for the

custom erto understand or eases the travel process.Exam ple: SAS Scandinavian Lounge.

Internal individual nam es, such as those of projects,

are perm itted if the project concerned is m ajor and if

such a nam e w ould significantly im prove internal com m u-

nication and execution of the project. Such nam es m ust

only be used internally.Please note that SAS-specific nam es m ay not be used

in com bination w ith any SA S logo. The SAS m asterbrand

or sub-brands m ust alw ays be the dom inant feature ofan advertisem ent or item of prom otional m aterial, rather

than the product nam e.All new nam es, even those used in local m arkets, m ust

be approved by STO N O -B.


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Tradem ark protection

SA S logos and w ordm arks are tradem arks used by SASto m arket itself and its services. SAS has exclusive rights

to these tradem arks. This m eans that no one else m ayuse S AS tradem arks for com m ercial purposes.These exclusive rights, how ever, only cover SA S trade-

m arks as they are represented in this m anual. The correct

use in accordance w ith w hat is stated herein contributes

tow ards strengthening the SAS tradem arks, w hich in turn

strengthens our exclusive rights.

SAS logotypes and w ordm arks m ust therefore onlybe used in accordance w ith the rules and guidelines con-tained in this m anual.

SAS identity is also m ade up of an ow n typography,ow n unique pictures and an ow n set of colors. The SAS

typography, covering the typefaces Scandinavian andSabon SAS, SAS corporate pictures and SAS Toolbox

pictures are the property of SAS and m ay only be usedby S AS and in accordance w ith the rules and guidelinescontained in this m anual.

All unauthorized use of the SAS identity as indicatedin this m anual, w hether external or internal, should be

reported im m ediately to STO N O -B.


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H ow to use these guidelines

The S AS Identity M anual describes the basic elem entsof the S AS corporate identity and provides detailed

exam ples of its application. The correct application of the

basic elem ents is essential to m aintain the integrity of

our corporate identity.Consequently, these guidelines

m ust be follow ed closely as any deviation w ill w eaken theoverall im age.

The SAS Identity M anual is intended for use by the

business as a w hole, and by graphic designers, advertising

agencies, printers and other outside consultants orm anufacturers w ho have responsibility for the design,creation or production of any item that is seen to belong

to S AS.The circulation of this m anual is deliberately restricted

to ensure that the inform ation contained is treatedw ith due consideration. Photocopying for inform ation

purposesonly is perm issible at your discretion. H ow ever,for reproduction purposes only the artw ork originalsprovided on the CD that accom panies this m anual shall

be used. This m anual is also available in a brief versionSAS Identity M anual Brief Versionfor wider distribution

to advertising suppliers.

M ore specific inform ation about various aspectsof SAS identity is available from other publications.

Those currently available are:

SAS Brand B ookSAS Cargo Identity G uidelines

SAS G round Equipm ent and Vehicle Identity M anualSAS Prom otional Articles M anualSAS S ignage M anual

SAS Sp onsoring and Event M arketingSAS Stationery M anual

SA S ToolboxSAS U niform W ardrobe G uidelines

SAS W orkw ear G uidelinesStar Alliance m arketing and identity m anuals

To obtain these m anuals, please contact:Scandinavian Airlines SystemCorporate Identity and B randing D epartm ent, STO N O -B

SE-195 87 S tockholmSw eden

Tel: + 46 8 7970 0 00


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M asterbrand

SAS Logo 17Clear space 19

Clear space exam ples 20SAS Logo reproductions and background control 22Preferred sizes for print applications 23

Positioning the SAS Logo on printed m atter 24Incorrect usage 25

2


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SAS Logo

72,5 78,9 78,9 78,9

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SAS Identity M anualM asterbrand

The SAS Logo is m ade up of tw o specially draw n elem ents:

the SAS letterform s and a square sym bol w ith rounded

corners.These elem ents and their relationship m ust never be

altered or m odified in any w ay.

The distinctive letterform s have rounded details.

N ote that the first and second letter S differ in character.

The rounded corners of the square sym bol have a setradius that m ay not be altered or m odified in any w ay.

There are three versions of the S AS Logo that differ inrelation to the radius of the rounded corners and in the

w eight and spacing of the letterform s. This has beendone to m aintain the sam e visual character of the logow hen used in various sizes.


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Scandinavian Airlines System is represented by theSAS Logo. It has distinctive design elem ents that ensure

m axim um im pact and aw areness of SA S.The S AS Logo is displayed to b est effect when posi-

tioned in clear space, w hich helps to protect the integrity

of the S AS Logo.The SAS Logo should alw ays be reproduced in special

color SAS Blue unless the application dem ands fourcolor process or single color black.

SAS Logo

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The SAS Logo is displayed to best effect when positionedin clear space. This is im portant in order to protect the

integrity of the SAS Logo. To achieve this and ensurem axim um im pact, a clear space area has been defined.The am ount of clear space is in direct prop ortion to the

size of the SAS Logo and m ust not be altered.

Clear space

The preferred m inim um

clear space is 50 % (0.5)of

the height of the SA S Logo.

The m inim um clear space

is 25 % (0.25)of the height

of the SA S Logo.

19

50 %

50 %

100%


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D uis autem vel eum iriure dolor in iriure hendrerit in vulpu

tatetation nulla facillis at vero eros et facilisis accum san et quis

nostrud exerci tation ullam corper iusto odio dignissim .

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Clear space exam ples

The SAS Logo should never be overcrow ded by or linkedto other elem ents w hich w ill reduce its legibility and

visibility. The am ount of clear space varies in directproportion to the size of the SAS Logo.The preferred clear space in advertisem ents is

50 % (0.5)of the height of the SAS Logo. The m inim umclear space is 25 % (0.25).

The am ount of clear space surrounding the SA S Logoshould never be less than illustrated on this page.

This diagram illustrates the

m inim um clear space for the

SA S Logo,25 % (0.25 )of the

SA S Logo height.

N ote that the m inim um clearspace to paper edges in adver-

tisem entsshould never be less

than 50 % (0.5)of the S AS

Logo h eight.

This diagram illustrates thepreferred m inim um clear space

for the SAS Log o in advertise-

m ents, 50 % (0.5)of the logo

height.

volupat. U t w isi enim ad m inim veniam , quis nostrud exerci

tation ullam corper exerci suscipit lobortis nisl ut aliquip ex ea

aliquip com m odo cosequat m olestie consequa.

D uis autem vel eum iriure dolor in iriure hendrerit in vulputatetation nulla facillis at vero eros et facilisis accum san et quis


20

50 %

50 %

50 %

25 %

50 %

50 %


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The am ount of clear space surrounding the SA S Logoshould never be less than illustrated on this page.

The SAS Logo should never be placed on a dark areaof a photograph or other graphic elem ent.

This diagram illustrates thecorrect use of clear space w ith

a photographic background.

All dark areas m ust be kept

outside the clear space area,

in this exam ple 25 % (0.25 )

of the SAS Logo height.

Th is diagram illustrates the

incorrect use of clear space.

The S AS Logo has been positioned

over an unsu itable area of the

photograph. The dark area affectslegibility of the S AS Logo.

21

25%

25%

25%

25%


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SAS Logo reproductions and background control

The S AS Logo is available in three different reproduction

versions to ensure high quality im age reproduction across

a w ide range of publications and printing techniques.The three reproduction versions of the SAS Logo can

be applied to different backgrounds. This page illustrates

the correct SAS Logo to use w ith a series of possible

background colors. It acts as a guide for correct applica-

tion of the logo.A range of specific finishes such as em bossing, engra-

ving and etching (not show n here) are also perm itted butshould b e authorized by STO N O -B.

22

Important note:Efforts should be m ade to ensure that w hen the SAS

Logo appears across a range of related applications thatm ay be seen together, a consistent approach is taken insize, positioning and color use.

The S AS letterform s m ust alw ays be w hite.There m ay be exceptional cases in w hich the applica-

tion requires that the SAS Logo appears against a darkbackground. For this reason a special outlineversion

of the logo has been produced. Please contact STO N O -Bif you w ish to obtain and use this version of the logo.

2


Special color version(preferred) on single color

background.

Single color black version

on black/white picture.

Special color (preferred)

and four color process on

four color background .


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Preferred sizes for print applications

The preferred sizes of the SAS Logo on printapplicationsis show n b elow . Their purpose is to create avisual stan-

dard, m inim ize variation and co-ordinate printed m aterial.

A special version of the SAS Logo has been created forlarger applications. Please ensure that the correct SAS

Logo is used.To ensure good print reproduction, please observe

the m inim um reproduction size for the different versionsof the S AS Logo.

Note:For guidance regarding usage of the S AS Logo

on very large applications (logo size above 5 0 cm )please contact STO N O -B.

2


SAS Logo for larger applicationsSAS Logo

SAS Logo for larger applications Paper size

50 A1 (841 x 594)

40 A2 (594 x 420)

28 A3 (420 x 297)

SAS Logo

18 A4 (297 x 210)

14 A5 (210 x 148)

12 E65 (210 x 100)

10 A6 (148 x 105)

A7 (105 x 74)

5 SAS Logo for use on

very sm all item s.

All dim ension s are in m illim eters

50

40

28

18

10

5

14

12


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Positioning the SAS Logo on printed m atter

There are four preferred positions for the S AS Logoon printed m atter. Their purpose is to create a visual

standard, m inim ize variation and co-ordinate printedm aterial.The SAS Logo should b e positioned as illustrated on

this page. Please ensure that a correctly sized SAS Logois used in each case. An A 4 docum ent should include an

18 m m SA S Logo, an A5 docum ent should includea 10 m m SAS Logo.

24

Refer to page 73 for positioning of the SAS Logo onstationery.

Refer to the S AS Brand B ook for positioning of theSAS Logo and payoffs in advertisem ents and com m ercials.Please note that the only application in w hich the

SAS Logo is placed in a central position on printed m atteris the SAS external letterhead.

2


This diagram illustrates thepreferred p osition s for the

SA S Logo on brochure covers,

w ith a m inim um clear space

of 100% (1.0)of the logo

height.

100%

100%


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SAS International Logo

SAS International Logo 29Clear space 30

Clear space exam ples 31SAS International Logo reproductionsand background control 33

Preferred sizes for print applications 34Positioning the S AS International Logo

on printed m atter 35Incorrect usage 36

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The SAS International Logo is for use, w hen necessary,outside of Scandinavia and Finland. It should only be

used w hen there is no other indication (picture or text)in the advertisem ent or printed m atter concerned thatthe sender is an airline.

The 'Scandinavian Airlines' w ordm ark in conjunctionw ith the SAS Logo create the S AS International Logo.

The SAS International Logo should alw ays be repro-duced in special color SAS Blue unless the application

dem ands four color process or single color black.

To ensure consistency, the SAS International Logo m ust

alw ays be reproduced from m aster artw ork, available

from STO N O -B.

3

SAS Identity M anualSAS International Logo


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Clear space

The SAS International Logo is displayed to best effectw hen positioned in clear space. This is im portant in order

to protect the integrity of the SAS International Logo.

To achieve this and ensure m axim um im pact, a clear

space area has been defined.

The am ount of clear space is in direct proportion tothe size of the SAS Logo and m ust not be altered.

30

3


50 %

50 %

100%

The preferred m inim um

clear space is 50 % (0.5)of

the h eight of the SAS Logo.

The m inim um clear space

is 25 % (0.25)of the height

of the SA S Logo.


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volupat. U t w isi enim ad m inim veniam , quis nostrud exerci











Th is diagram illustrates the

m inim um clear space for the

SAS International Log o, 25 %(0.25 )of the SA S Log o height.

N ote that the m inim um clearspace to paper edges in

advertisem ents never should

be less than 50 % (0.5)of the

SA S Logo h eight.

This diagram illustrates thepreferred m inim um clear space

for the SAS International Logo

in advertisem ents, 50 % (0.5)

of the S AS Logo height.

3


The S AS International Logo should never be overcrow ded

by or linked to other elem ents w hich w ill reduce its legibility

and visibility. The am ount of clear space varies in directprop ortion to the size of the S AS International Logo.The preferred clear space is 50 % (0.5)of the height of

the SAS Logo. The m inim um clear space is 25 % (0.25).The am ount of clear space surrounding the S AS

International Logo in advertisem ents should never beless than illustrated on this page.

Clear space exam ples

31

50%

50 %

50 %

25 %

50 %

50 %


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The am ount of clear space surrounding the S ASInternational Logo should never be less than illustrated

on this page.The S AS International Logo should never be placed

on a dark area of a photograph.

32

3


Th is diagram illustrates thecorrectuse of clear space w ith

a photographic background.

All dark areas m ust be kept

outside the clear space area,

in this exam ple 25 % (0.25 )

of the SAS Logo height.


incorrect use of clear space.

The S AS International Log o

has been positioned over an

unsuitable area of the photograph.The dark area affects legibility

of the SAS International Logo.

25%

25%

25%

25%


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SAS International Logo reproductions and background control

The S AS International Logo is available in different repro-duction versions to ensure high quality im age reproduc-

tion across a w ide range of publications and printingtechniques.The reproduction versions of the S AS International

Logo can be applied to different backgrounds. This pageillustrates the correct SAS International Logo to use w ith

a series of possible background colors. It acts as a guidefor correct application of the logo.

The four different color versions of the ScandinavianAirlines w ordm ark show n b elow have been produced to

provide a high level of legibility on a variety of back-grounds. (The SAS letterform s m ust alw ays be w hite.)

A range of specific finishes such as em bossing,

engraving and etching (not show n here) are also perm ittedbut should be authorized by STO N O -B.

Important note:Efforts should be m ade to ensure that w hen theSAS International Logo app ears across a range of related

applications that m ay be seen together, a consistentapproach is taken in size, positioning and color use.

SA S Logo reproduced inspecial color (preferred) version

on single color background .

Th e S candinavian Airlines

w ordm ark is show n reproduced

in S AS D ark Grey, SAS Silver

and b lack.

Single color black version

on black/w hite picture.

Th e Scandinavian Airlines w ord-

m ark is show n reprodu ced in

negative (white reversed out)

and b lack.

SA S Logo reproduced in

special color (preferred ) and

four color process on four color

background . The Scandinavian

Airlines w ordm ark is show n

reproduced in negative(w hite reversed out) and black.

33

3



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Th e preferred sizes of the S AS InternationalLogo on printapplications is show n below . Their purpose is to create a

visual standard, m inim ize variation and co-ordinate printedm aterial.A special version of the SAS International Logo has

been created for larger applications. Please ensure thatthe correct SAS International Logo is used. To ensure

good print reproduction, please observe the m inim umreproduction size for the different versions of the SAS

International Logo.

Note:For usage of the SAS International Logo on very large

applications (logo size above 50 cm ) please contactSTO N O -B.

SAS International Logo for larger applicationsSAS International Logo

SAS International Logo Paper size

for larger application s

50 A1 (841 x 594)

40 A2 (594 x 420)

28 A3 (420 x 297)


18 A4 (297 x 210)

14 A5 (210 x148)

12 E65 (210 x100)

10 A6 (148 x105)

A7 (105 x 74)

At this size it is

im portant to en sure a

high qu ality of repro-

du ction and print for

good legibility of the

w ordm ark.

SAS Logo

5 SAS Logo for use on

very sm all item s.

(It is not perm itted

to use the S AS

Internation al Logo in

sizes below 10 m m .)

All dim ension s are in m illim eters

50

40

28

18

10

14

12

5


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35

Positioning the SAS International Logo on printed m atter

There are four preferred positions for the SAS InternationalLogo on printed m atter. Their purpose is to create a

visual standard, m inim ize variation and co-ordinate printedm aterial.The SAS International Logo should be positioned as

illustrated on this page. Please ensure that a correctlysized SAS International Logo is used in each case. An A4

docum ent should include an 18 m m SAS InternationalLogo, an A5 docum ent should include a 10 m m SA S

International Logo.

Refer to the SAS Brand B ook for positioning of the SASInternational Logo in advertisem ents and com m ercials.

The SAS International Logo should not be used onstationery (e.g. envelopes, letterheads, business cards,correspondence cards).

3


100%

100%

This diagram illustrates thepreferred positions for the SAS

International Logo on printed

m atter w ith a m inim um clear

space of 100 % (1.0)of the logo

height.

Exam ple shown is 55 % of an A4.


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Scandinavian Airlines

87 9

Payoff

4 5 6

36

3


Incorrect usage

It is of the utm ost im portance that the various elem entsof the SAS identity are used in accordance w ith the rules

contained in this m anual. Great care should be show nw hen engaging external suppliers to ensure that they arefam iliar w ith SAS identity rules, that they are supplied

w ith the appropriate artw ork originals and are aw are thatno alterations m ay be m ade to such artw ork or hom e

m adeversions of logotypes created.

For your guidance, som e typical exam ples of incorrectuse of the S AS International Logo are illustrated here.

They contain errors in relation to the letterform s, w ord-m ark, colors, payoffs and rounded corners.

Scandinavian Airlines Cargo Pleasure

1

An old SA S Logo has been

used w ith the SAS square sym bol

and w ordm ark.

2


w ordm ark has been am ended

to includ e other words.

3


w ordm ark has been increased

in size relative to the S AS Logo.

4


w ordm ark has b een printed in

an unacceptable color w hich

destroys the integrity of the

identity.

5

The SAS International Log o has

been com bined w ith a p ayoff.

6

The rounded corners of the

SAS square sym bol have been

squared off.

7

A different typeface h as been

used for the S candinavian Airlines

w ordm ark.

8

The SAS International Log o

has been com bined w ith the

Pleasure w ordm ark.

9

The colors of the SA S International

Logo have been transposed

w hich destroys the integrity of

the identity.

1 2 3


35/90

W ordm arks

The Scandinavian Airlines w ordm ark 39The Scandinavian w ordm ark 40

4


36/90


37/90

4

SAS Identity M anualW ordm arks

The Scandinavian Airlines w ordm ark

The S candinavian Airlines w ordm ark has been createdfor selective use on corporate printed m aterial such as

annual reports, traffic docum ents and m ore exclusivecorporate prom otional item s.The Scandinavian Airlines w ordm ark has been given

a unique letterform style that m ay never be altered.Tw o versions have been created for good legibility in

various sizes.

The preferred colors for the Scandinavian Airlines w ord-m ark are SAS D ark G rey, SAS Silver, black or reversed out.The Scandinavian Airlines w ordm ark can only be used

w ith authorization from STO N O -B.


w ordm ark for

larger app lication s.

39


w ordm ark.


38/90

The Scandinavian w ordm ark

The Scandinavian w ordm ark has been created for use asa decorative elem ent on e.g. prom otional item s, inflight

and lounge products.The Scandinavian w ordm ark has been given a unique

letterform style that m ay never be altered.

Tw o versions have been created for good legibility invarious sizes.

The preferred colors for the Scandinavian w ordm arkare S AS D ark G rey, SAS Silver, black or reversed out.

It can only be used w ith authorization from STO N O -B.

40

4

SAS Identity M anualW ordm arks

The Scandinavian wordm ark

for larger applications.

The Scandinavian wordm ark.


39/90

Sub-brands

SAS Cargo Logo 43Clear space 44

Background control 45Positioning the SAS Cargo Logo on printed m atter 46Preferred sizes for print applications 47

SAS Pleasure Logo 48

5


40/90


41/90

43

5

SAS Identity M anualSub-brands

SAS Cargo Logo

SA S Cargo has been designated as an SA S sub-brandand therefore has its ow n logo.

The SA S C argo Logo has been created by adding theCargo w ordm ark to the SAS Logo.These illustrations show the approved relationships

betw een the S AS Logo and the C argo w ordm ark, creatinga distinct sub-brand logo.

The Cargo w ordm ark has been given a unique letter-form style to w ork in conjunction w ith the SAS Logo.

A special version of the S AS Cargo Logo has been

created to im prove legibility at sm aller size. This versionshould b e used in applications w here a lack of space

and vertical form at m ake the use of the standard S ASCargo Logo unsuitable.To ensure consistency in use, the SAS Cargo Logo

m ust alw ays be reproduced from m aster artw ork w hichis available from STO N O -B.

For further guidance refer to the SAS Cargo IdentityG uidelines or STO N O -B.

Preferred version of theSA S C argo Logo.

This version of the SAS C argo

Logo should only be used

on vertical form ats w hich do not

perm it usage of the preferred

SA S C argo Logo.


42/90

Clear space

The SAS Cargo Logo is displayed to best effect w hen

positioned in clear space. This is im portant in order to

protect the integrity of the SAS Cargo Logo. To achieve

this and ensure m axim um im pact, a clear space area

has been defined.

The am ount of clear space is in direct prop ortion to

the size of the SAS Cargo Logo and m ust not be altered.

The preferred m inim um clear

space is 50 % (0.5)of the height

of the S AS Cargo Logo.

The m inim um clear space is

25 % (0.25)of the height of the

SA S C argo Logo.

44

5


Sub-brands

50 %

50 %

100%


43/90

45

Background control

5


Sub-brands

The SAS Cargo Logo is available in different reproduction

versions to ensure high quality im age reproduction across

a w ide range of publications and printing techniques.

The reproduction versions of the SAS Cargo Logo can

be applied to different backgrounds. This page illustrates

the correct SAS Cargo Logo to use w ith a series of possible

background colors. It acts as a guide for correct application

of the logo.

A range of specific finishes such as em bossing, engra-

ving and etching (not show n here) are also perm itted but

should b e authorized by STO N O -B.

Important note:Efforts should be m ade to ensure thatw hen the SAS

Cargo Logo app ears across a range of related applica-

tions that m ay be seen together, a consistent approach

is taken in size, positioning and color use.

For further guidance refer to the SAS Cargo Identity

G uidelines or contact STO N O -B.

SAS Log o in special color

(preferred) version on single

color background. The S AS Red

version of the Cargo w ordm ark

is preferred.

Single color black version on

black/white picture. The C argo

w ordm ark is show n reproduced

in negative (w hite reversed out)

and black.

SAS Log o in special color

(preferred) and four color

process on four color back-

ground. The C argo w ordm ark

is show n reproduced in

SAS Red (preferred color)and negative (white reversed

ou t).


44/90

46

5


Sub-brands

Positioning the SAS Cargo Logo on printed m atter

There are four preferred positions for the S AS Cargo

Logo on printed m atter. Their purpose is to create a visual

standard, m inim ize variation and co-ordinate printed

m aterial.

The SAS Cargo Logo should be positioned as illustra-

ted on this page. Please ensure that a correctly sized

SA S C argo Logo is used in each case. An A4 docum ent

should include an 16 m m SA S C argo Logo, an A5

docum ent should include a 12 m m SA S Cargo Logo.

Refer to the SAS Cargo Identity G uidelines for

positioning of the SAS Cargo Logo in advertisem ents

and com m ercials.

100%

100%


preferred p osition s for the

SA S Cargo Logo on printed

m atter, w ith a m inim um clear

space of 100 % (1.0)of the

logo height.


45/90

47

5


Sub-brands


The preferred sizes of the SAS Cargo Logo on print

applications is show n below . Their purpose is to create a

visual standard, m inim ize variation and co-ordinate

printed m aterial.

A special version of the S AS Cargo Logo has been

created for larger applications. Please ensure that the

correct SAS Cargo Logo is used. To ensure good print

reproduction, please observe the m inim um reproduction

size for the different versions of the SAS Cargo Logo.

Note:For usage of the SAS Cargo Logo on larger applications

please contact STO N O -B for guidance.

SAS Cargo Logo for larger applications

S AS C arg o Lo go for P ap er size

larger applications

44 A1 (841 x 594)

34 A2 (594 x 420)

24 A3 (420 x 297)

SA S C argo Logo

16 A4 (297 x 210)

12 A5 (210 x 148)

E65 (210 x 100)

10 A6 (148 x 105)

A7 (105 x 74)

5 For use on very sm all

item s.

All dim ensions are in m illim eters

24

SAS Cargo Logo

16

10

12

5


46/90

48

5

SAS Identity M anualSub-brands

SAS Pleasure Logo

SAS P leasure has been designated as an SAS sub-brandfor use w ithin the leisure m arket and therefore has its

ow n logo.These illustrations show the approved relationships

betw een the SAS Logo and the Pleasure w ordm ark,

creating a distinct sub-brand logo.

The Pleasure wordm ark has been given a unique letter-

form style to w ork in conjunction w ith the SAS Logo. Toensure consistency in use, the S AS Pleasure Logo m ust

alw ays be reproduced from m aster artw ork.

G enerally, the sam e rules as for the SAS Cargo Logoapply to the SAS Pleasure Logo, except that the color

of the Pleasure w ordm ark is blue.For further guidance refer to the SAS Brand Book or

contact STO N O -B.

Preferred version of theSA S Pleasure Logo.

This version of the SAS Pleasure

Logo should only be used w hen

lack of space or vertical form at

m akes use of the preferred SA S

Pleasure Logo unsuitable.


47/90

Specified Business Areas

Definition of Specified Business Areas 51Background control 52

6


48/90


49/90

51

D efinition of Specified Business Areas

The SAS Specified Business Areas/subsidiaries show nbelow are perm itted to use their ow n logo, w hich is a

specially designed com bination of the SAS Logo and therespective nam e. This logo shall not be altered in any w ay.Special rules have been established to determ ine w hich

business areas/subsidiaries m ay use their ow n logo.These logos should be applied in accordance w ith the

rules for use of the SAS International Logo (see C hapter 3

regarding SAS International Logo).

The SAS S pecified Business Area logos have beencreated in tw o sizes. Please ensure that the correctSAS Specified Business Area logo is used.

6

SAS Identity M anualSpecified Business Areas


50/90

Background control

The SAS Specified Business Area logos are available indifferent reproduction versions to ensure high qualityim age reproduction across a w ide range of publicationsand printing techniques.The reproduction versions of the SAS Specified

Business A rea logos can be applied to different back-grounds. This page illustrates the correct SAS Specified

Business A rea logos to use w ith a series of possible back-ground colors. It acts as a guide for correct application of

the logo. N ote that it is not perm itted to use SAS D ark Grey

or SAS Silver for the text in Specified Business Area logos.

The only colors perm itted are those show n on this page.

A range of specific finishes such as em bossing, engra-

ving and etching (not show n here) are also perm itted butshould b e authorized by STO N O -B.

Important note:Efforts should be m ade to ensure that w hen the SAS

Specified Business Area logos appear across a range ofrelated applications that m ay b e seen together,a consistent approach is taken in size, positioning andcolor use.

Special color (preferred) versionon single color background .

Specified Business Areas nam e

is show n reproduced in black.

Single color black version on

black/w hite picture. Specified

Business Areas nam e is show n

reproduced in negative (w hite

reversed out) and black.

Special color (preferred) and

four color process on four color

background. Sp ecified Business

Areas nam e is show n reprodu -

ced in negative (white reversed

out) and black.

6

SAS Identity M anualSpecified Business Areas

52


51/90


52/90

Graphic program core elem ents

Prim ary typeface Scandinavian 55Secondary typeface Sabon SAS 58

Typography exam ples 59Identity colors 62Pictures 64

Poem s 66

7


53/90

Prim ary typeface Scandinavian

7

SAS Identity M anualG raphic program core elem ents

This typeface has been specially created for SAS to act asthe prim ary SAS typeface for all applications and all iden-

tity im plem entation. This is the only sans serif typefaceto be used on all SAS applications.For further inform ation on the application of SAS

identity rules in corresp ondence and stationery, see theSAS Stationery M anual.

The typeface is available from STO N O -B.

abc54


54/90

7


Scandinavian Light

Scandinavian Light Italic

Scandinavian R egular

ABCD EFG H IJKLM N O PQ RSTU

VW XYZ?!@ $1234567890abcdefghijklm nopqrstuvw xyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ?!@$1234567890abcdefghijklmnopqrstuvwxyz



Scandinavian Extra Light

55

The Scandinavian typeface is an im portant elem ent ofSAS identity. It is a classic sans serif em bodying a high

level of typographic quality. Clarity, legibility and func-tionalism have been the w atchw ords in the design of thisunique typeface.

The strength of this typeface lies in the sim plicity of

the letterform s, w hich, in com bination w ith the general

open nature of the letters, gives elegance and excellentreadability.

This also applies to the num bers, w hich have a high levelof readability even w hen used in sm all sizes (e.g. SAS

Travel Book). The characteristic letters are s, c, a, g and t.The typeface is available in eight different w eights for

flexibility. H ow ever, the prim ary fonts are Scandinavian

Light and Scandinavian B old. These should be used unless

the application has special requirem ents.

Scandinavian Extra Light is intended for lim ited use,e.g. for very large headlines.


55/90

7


56

Scandinavian Bold

Scan dinavian Bold Italic

ABCDEFGHIJKLMNOPQRSTU

VWXYZ?!@$1234567890abcdefghijklmnopqrstuvwxyz



Scandinavian Italic

Scandinavian Black


Scandinavian Regular is suitable for use in sm all sizes innegative (white reversed out) text against a photographic

background to achieve better legibility.The Italic fonts should be used very sparingly, e.g. to

accentuate a w ord or phrase in the text.

Scandinavian Black is for very restrictive use w henspecial em phasis is required.


56/90

7


58

Secondary typeface Sabon SAS

The serif typeface S abon SAS, has been sp ecially m odified

for SAS. This classic serif typeface com plem ents the

prim ary typeface, and should be used to im prove legibility

in docum ents and publications w ith lengthier text e.g.Inside SASand Scandinavian W ords.

Important note:Please ensure this is the only serif typeface used onall SAS applications.

The typeface is available from STO N O -B.For further inform ation on the application of SAS

identity rules in corresp ondence and stationery, see the

SAS Stationery M anual.

Sabon S AS Regular


ABCDEFGHIJKLMNOPQRSTU

VWXYZ?!@$1234567890abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ?!@$123456789oabcdefghijklmnopqrstuvwxyz

Sabon SAS Italic

Sabon S AS Sm all Caps


57/90

Tracking Font size/ Font size/ Font size/ Font size/

Track amount Track amount Track amount Track amount

Scandinavian Extra Light 2/4 24/-3 72/-7 250/-8

Scandinavian Light 2/3 24/-3 72/-7 250/-8

Scandinavian Light Italic 2/4 24/-3 72/-6 250/-7

Scandinavian Regular 2/1 24/-5 72/-8 250/-9

Scandinavian Italic 2/2 24/-4 72/-7 250/-8

Scandinavian Bold 2/1 24/-6 72/-9 250/-10

Scandinavian Bold Italic 2/2 24/-5 72/-8 250/-9

Scandinavian Black 2/-2 24/-7 72/-9 250/-10

7


59

Typography exam ples

This page illustrates the preferred typographic style ofthe Scandinavian typeface and som e incorrect exam ples.

Blocks of type should be aligned left or, if the application

requires, justified.In Q uarkXPress open the H yphenation & Justification

dialogue box (H & J) in the Edit m enu and set the character

spacing to 0 % in the m inim um , optim um and m axim um

setting boxes. D o not use track setting in M easurem entsdialogue box. Also in the Edit m enu, set the space setting

to m inim um 70% , optim um 85 % and m axim um 115% .

D o not activate Single W ord Justifysetting inH yphenation & Justification (H & J) dialogue box.

The preferred line-feed is 10.5 pt w hen the type sizeis 9 pt. Type used at other sizes should visually m atchthis exam ple.

Important note:Type generated in com puter form ats other than AppleM acintosh Q uarkXPress should be set to m atch the

styles show n w ithin this guideline.

Lorem ipsum dolor sit am et, con sectetuer adipiscing elit, sed diam nonum ynibh euism od tincidunt ut laoreet dolore

m ag na aliquam erat volutpat. U t w isienim ad m inim veniam , quino strud

exerci tation ullam corper sus cipitlob ortis nisl ut aliquip ex ea com m odocons equat. D uis autem vel eum iriure

dolor in hendrerit in vulputate velit.

Lorem ipsum dolor sit am et, cons ectetueradipiscing elit, sed diam nonum m y nibheuism od tincidunt ut laoreet dolore m agna

aliquam erat volutpat. U t w isi enim adm inim veniam , quis nostrud exe ci tation

ullam corper suscipit lobortis nisl ut aliquipex ea com m odo consequat. D uis autem

vel eum iriure dolor in hendrerit in vulputate velit esse m olestie cons equat vel.

Incorrect letter spacing, + 2

Type is too open

Incorrect letter spacing, -2

Type is too tight

Correct letter spacing , 0

Letter sp acing (Tracking)

Line-feed (Leading)

Lorem ipsum dolor sit am et, con sect

etuer adipiscing elit, sed diam nonum m y

nibh euism od tincidunt ut laoreet dolore

m ag na aliquam erat volutpat. U t w isi

enim ad m inim veniam , quis nos trud

exerci tation ullam corper sus cipit

lobortis nisl ut aliquip ex ea com m odo

cons equat. D uis autem vel eum iriure.


etuer adipiscing elit, sed di am nonum ynibh euism od tincidunt ut laoreet dolore

m ag na aliquam erat volutpat. U t w isienim ad m inim ven iam , quis no strud

exerci tation ulla m cor per sus cipitlobortis nisl ut ali quip ex ea com m odocons equat. D uis autem vel eum iriure

dolor in hendrerit in vulpu tate velit.


etuer adipiscing elit, sed di am nonum m y nibh euism od tincidunt ut laoreet

dolore m ag na aliquam erat volutpat. U tw isi enim ad m inim ven iam , quis no strudexerci tation ulla m cor per sus cipit

lobortis nisl ut ali quip ex ea com m odocons equat. D uis autem vel eum iriure

dolor in hendrerit in vulpu tate velit essem olestie con sequat, vel illum .

Lorem ipsum dolor sit am et, cons ectetuer adipiscing elit, sed diam nonum m ynibh euism od tincidunt ut laoreet dolorem ag na aliquam erat volutpat. U t w isienim ad m inim veniam , quis nos trudexerci tation ullam corper suscipit lobortis nisl ut aliquip ex ea com m odo consequat. D uis au tem vel eum iriure dolor inhen drerit in vulputate velit esse m ol estieconsequat, vel illum dolore eu feugiatnulla facilisis at veroexerci tation ullam .

Incorrect line-feed, 9/13 pt

Line-feed is too op en

Incorrect line-feed, 9/9 pt

Line-feed is too close

Correct line-feed, 9/10.5 pt


58/90

7


60

Typography exam ples

This page illustrates how different w eights of the prim aryScandinavian typeface can be used to create an elegant,

contem porary layout. It should be used as a visual guideonly.Please refer to STO N O -B for further guidance.

Body text lorem ipsum dolor sit am et, consect

etuer adipiscing elit, sed diam nonum m y nibheuism od tincidunt ut laoreet dolore m agna

aliquam erat volutpat. U t w isi enim ad m inimveniam , quis nostrud utem exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea

com m odo consequat utem vel eum .U t w isi enim ad m inim veniam , quis nostrud

exerci tation ullam corper suscipit lob ortis nislutem vel eum .

Sub-head

D uis autem vel eum iriure dolor in hendrerit invulputate velit esse m olestie consequat, velillum dolore eu feugiat nulla facilisis at vero

eros et accum san et iusto odio dignissim qui

blandit praesent luptatum zzril delenit utem .

D uis autem vel eum iriure dolor in hendreritin vulputate velit esse m olestie consequat, vel

illum dolore eu feugiat nulla facilisis at veroeros et accum san et iusto odio dignissim quiblandit praesent luptatum zzril delenit.

D uis autem vel eum iriure dolor in hendreritin vulputate velit esse m olestie consequat, vel

illum dolore eu feugiat nulla facilisis at vero utaliquip ex ea com m odo consequat suscipit

eros et accum san et iusto odio dignissim quiblandit praesent luptatum zzril delenit utem

vel eum consectetuer.Lorem elit, sed diam nonum m y nibh odio

euism od tincidun ut laoreet dolore m agna

aliquam accumsan erat utem volutpat et iusto.

Satisfactory

H eading:

Scandinavian Light18 pt

Sub-head:

Scandinavian Bold

9/10.5 pt

B ody text:

Scandinavian Light

9/10.5 pt

9 pt indent

Scandinavian Light Italic

9/10.5 pt


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7


61

This page illustrates how different w eights of the prim aryScandinavian typeface can be com bined w ith the

secondary Sabon SAS typeface in longer, m ore form aldocum ents. It should be used as a visual guide only.Please refer to STO N O -B for further guidance.

Body text style lorem ipsum dolore sit amet, consectetuer adipiscingelit, sed diam no nummy nibh euismod eros et accumsan et iustoodio tincidunt ut laoreet dolore magna aliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation eum iriuullamcorper velet sususcipit lobortis nisl ut aliquip ex ea commodovel eum iriure dolor in hendrerit in vulputate consequat.

Duis autem vel eum iriure dolor in hendrerit in vulpu tate velit essemolestie conse quat, vel illum dolore eu feugiart nulla facilisis at vero

eros et accumsan et iusto odio dignissim qui blandit praes hendentluptatum zzril delenit.

Sub-head style

Lorem ipsum dolor sit amet, consecte-tuer adipiscing elit, sed diamnonum my nibh euismod tincidun ut laoreet dolore magna aliquamerat molestie consequat, vel illum dolore eu feugiat volutpat.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit essemoles tie consequat, vel illum dolore feugiat nulla facilisis at veroeros et accumsan et iusto odio autem vel eum iriure dolor in hendreritboeing dignissim qui blandit praesent luptatum zzril delenit.

Ut wisi enim ad minim veniam, quis nostrud accumsan et iustoodio dignissim qui blandit praesen exerci tation ullamcorper sus cipit

in eu lobortis erat nisl ut aliquip lobortis hend nisl ut aliquip nonumconsequat.Nonummy nibh euismod tincidunt ut sus-cipit lobortis ame nisl ut

aliquip laoreet dolore magna velit aliquam erat volutpat.

Sub-head style

Lorem ipsum dolor sit amet, consecte-tuer adipiscing elit, sed diamaliquam erat vel illum dolore et iusto odio volutpat.

Ut wisi enim ad hend minim veniam, quis nostrud exerci tationcommodo nonummy nibh euismod tincidunt ut laoreet dolore magnaullamcorper sus-cipit lobortis nisl ut aliquip ex ea com amet modo.

M ain headingIntroduction style dolor sit am et, consectuer adipiscing elit euis,

m od tincidunt ut laoreet dolore m agna aliquam era volutpat.

M ain heading:

Scandinavian Light

18 pt

Introduction :Scandinavian Light

10/11.5 pt

B ody text:

Sabon S AS Regular

11/12.5 pt

11 p t indent

Sub-head:

Scandinavian Bold

10/12 .5 pt

B ody text:

Sabon SA S Italic

11/12.5 pt

B ody text:

Sabon SAS Rom an

Sm all Caps

11/12.5 pt

11 p t indent


60/90

7


Identity colors

It is essential that the identity colors are alw ays repro-duced accurately.

To get the closest color m atch, please ensure the special

Pantone* colors are alw ays used for visual m atching.A printed color w ill vary in hue and density according

to the surface it is printed on. To overcom e this, thecolors should m atch the sam ples provided at the end of

these guidelines. Alw ays refer to the sam ples and nevergive suppliers previously produced m aterial as a color

reference.

62

A coatedcolor sam ple should alw ays be supplied form atching purposes in connection w ith printing (special

color and four color process on coated or uncoated).This also applies w hen printing on surfaces other thanpaper (e.g. glass).

* Th e colors show n in this reproduction guide are not intended

to m atch Pantone color standards. Pan tone is a registered tradem ark

of Pantone, Inc.

SAS Light GreyPantone* Pastel 90 83 C & U

Pantone* W arm G rey 1C & U

Fou r Color Process C :

13 % Yellow, 5 % M agenta,

6 % Cyan, 0 % Black

Fou r Color Process U :


6 % Cyan, 0 % Black

RG B Color

R 2 04, G 204 , B 2 04

SAS BluePantone* 2738 C

Pantone* 072 U

Four Color Process:


100 % Cyan, 0 % Black

RG B C olor

R 0 , G 0, B 153

SAS RedPantone* 172 C & U

Four Color Process:


0 % Cyan, 0 % Black

RG B C olor

R 2 55, G 51, B 0


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7


63

WhiteRG B Color

R 2 55, G 2 55, B 2 55

SAS Medium GreyPantone* W arm Grey 5C & U

Four Color Process:



RG B Color

R 15 3, G 153, B 15 3

SAS Dark GreyPantone* W arm Grey 9C & U

Four Color Process:



RG B Color

R 102, G 102, B 102

SAS SilverPantone* 877 C & U

BlackFour Color Process:



RG B Color

R 0, G 0, B 0

SAS Pleasure BluePantone* 299 C

Pantone* 2995 U

Four Color Process:



RG B C olor

R 0, G 153, B 20 4


62/90

Pictures

7


Pictures are the ultim ate language. They aw aken curiosity

and stim ulate feelings. Pictures allow us to be m ore per-

sonal and to m ore clearly em phasize our Scandinavianprofile. Pictures w ith a distinct character and feeling oftheir ow n form one of the central com ponents of the SAS

identity.D escribing pictures in w ords is a com plicated task. It is

a question of conveying a feeling, an approach or a m ood.O ur pictures should have personality, be unpretentious

and avoid stereotypes. W hen w e show people, theyshould be natural and relaxed, not in posedsituations.O ur landscapes should have a m odern approach, w ith

original angles and variations in the landscape and

lighting. All our pictures should avoid trivia and the

obvious. The SAS pictures are divided into tw o categories:

SAS corporate pictures and SAS Toolbox pictures.SAS corporate pictures have been taken w ith great

sensitivity by w ell-know n Scandinavian photographers.

The pictures reflect various interpretations of Scandina-vian m oods and environm ents. They are photographic

art; representing a p ersonal view rather than portrayalsof tangible objects. The subjects include nature, people,

objects and abstractions, all photographed from the p er-spective of SASs tonality: individual, personal, inform al.SAS corporate pictures are intended for use solely on

strategictravel docum ents and printed m aterial.

64

SAS corporate pictures


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7


65

SAS Toolbox pictures are intended for use for all SAScom m ercial purposes. These pictures also dem onstrate

a high level of quality and have the sam e general charac-ter as the corporate pictures. The im ages are m ore dow nto earth and often associated w ith SAS offers: products

and product elem ents, custom ers, em ployees, travelsituations and destinations.

For further inform ation regarding SAS Toolbox pictures,

see SA S Toolbox.

SAS Toolbox pictures


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Star Alliance and partner airlines

Star Alliance 69Joint partner logos 70

8


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SAS Identity M anualStar Alliance and partner airlines

69

Star Alliance

This page show s the p referred

versions of the Star Alliance logo-

type.N ote that there are tw o version s

ofthe logotype for use on

different backgrounds: Version 1,

in w hich the star sym bol is

created w ith three shades of

grey and Version 2 using w hite,

grey and black.

Version 1 is used on the preferred

Star Alliance backg round colors

black or w hite.

Version 2 is used on photographic

or color background.

For further guidance regarding

use of the S tar Alliance

logotype in com m unication

(background con trol, etc.) see

the SA S B rand Bo ok.

W e cooperate w ith a num ber of airline partners to extendour netw ork coverage and offer global service.

SAS is a founder m em ber of Star Alliance .This alliance is represented by a m ark m ade up of a

sym bol and a unique letterform designed to w ork along-

side and endorse the corporate identities of the m em berairlines.

It m ust alw ays be quite clear that SAS is the signature

in all our com m unication. Star Alliance m ust not appear to

be an airline or a com pany. H ow ever, since our m em ber-

ship of Star Alliance gives our custom ers significantbenefits, it is im portant to include the Star Alliance logo-

type in all SAS advertising, prom otion m aterial andspecified stationery. The Star Alliance logotype shouldnot be included in joint advertising involving a partner

that is not a Star Alliance m em ber.W hen using the Star Alliance logo externally it m ust

alw ays appear with the logo(s) of one or m ore of them em ber airlines, e.g. Star Alliance and S AS together

(though not necessarily placed alongside each other).


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SAS Identity M anualStar Alliance and partner airlines

70

In certain situations, joint logos w ith one or m ore of our

partners are used as an advertising signature. The distance

betw een the partner logo and SA S Logo should alw aysbe equal to the SAS Logo. The baseline of the joint logoshould align w ith the baseline of the letterform s in the SAS

m asterbrand logo.Specially designed versions of these logo com binations

are available from STO N O -B on diskette or as artw orkoriginals.

For further guidance regarding use in com m unication,see the SA S B rand B ook.

Joint partner logos


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Identity applications

Stationery 73System ized usage of the identity program 74

Applications 76Prom otional articles 78Sponsoring and event m arketing 79

Inflight item s 80The S AS U niform W ardrobe and W orkw ear 81

Lounges 82O le, the childrens spokesperson 83

Signage 84Ground equipm ent and corporate vehicles 85Aircraft livery Boeing 737-600 86

9


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73

This page show s exam ples of applications on stationery.

For full inform ation see SAS Stationery M anual or contact

STO N O -B for details regarding the design.

9

SAS Identity M anualIdentity applications

Stationery

Scandinavian Airlines System Denmark Norway SwedenSE-195 87 Stockholm, Sweden, Telephone: +46 8 797 00 0 0

Scandinavian Airlines System

Denmark Norway SwedenDept: STONOSKSE-195 87 Stockholm, SwedenVisit: Frsundaviks all 1, SolnaPhone: +46 8 797 18 38Fax: +46 8 797 16 60Mobile: +46 70 997 18 38e-mail: [email protected]

LarsLarssonManagerCorporate Identity and Branding

Scandinavian Airlines SystemDenmark Norway Sweden


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System ized usage of the SAS Identity Program

To help increase the cost efficiency of SAS com m unication

and utilize the possibilities provided by the SAS identity

program to the fullest extent, w e show this exam ple ofhow the production of SAS printed m aterial w ithin, forexam ple, a business area or project can be system ized by

developing a com m unication and design hierarchy.O n the first level are printed m aterial and prom otional

articles of significant or strategic im portance. The designis of the highest quality in relation to contents, choice of

paper, pictures and printing m ethod. For exam ple,corporate pictures and poem s are used on corporate

com m unication item s such as strategic travel docum ents

and corporate brochures. At this level, each item of printed

m aterial is individually designed. Strategic, com m ercial

74

9


printed m aterial for business areas or projects can bedesigned w ith a sim ilar high level of quality.

The second level covers printed m aterial and prom o-tional articles for im portant products and offers. In thiscase the production can be m ore basic and design

tem plates be developed for recurrent item s. H ow ever, allproduction m ust conform to the ground rules found in

this m anual.O n the third level are item s of tactical printed m aterial,

such as local tim etables, m ore basic travel docum ents,price lists and routine m ailings. D esign tem plates shouldbe prepared to achieve the highest possible cost and

production efficiency for this type of production. Again,the ground rules in this m anual m ust be com plied w ith.


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1

2

3

Co nd itions of carriagefor passen gers

SAS 2000+ SASBaggag e S ervice

MessageSp ecial Delivery

Prislista fr Travel PassGiltig fr o m m ars 1999

SAS Travel PassAlla dina resor p ett kort!

Conditions of Carriagefor passengers and bagg age

Vilkr for transp ortav passasjer og bagas je

Bokning&checkinfr dig som reser biljettlst

BstaPetterPrint,

VarsgodhrkommerdittSASTravelPass,medobegrnsatantalinrikesresorfrettheltr!

Tack frattdu valtattresamed SAS iettheltrframver.DittkortgllerfrobegrnsatantalresorpSAShelainrikesnt.Giltighetstiden rtolvmnaderfrn detdatum du sjlvbestmde vid kptillfllet.

Du reserheltbiljettlst,enkeltoch bekvm t.Med hjlp avkortetidentifierarvisnabbtdig och din bokning pflygplatsen.

Du kan bokadinaresordygnetrunt,retrunt,viadin PC,TalsvarellerInternet.Viharlagtmed en PC online

diskettmed m anual.Ibokningsguiden frdu utfrlig information om alladinam jligheterattbokasnabbtochenkelt.

Brukardu kaFlygbuss?Du kerkostnadsfrittmed Flygbusskortetsom d u frhemskickatinom ngradagar.

TravelPasshelrskortgerdig medlemskap iSAS EuroBonusp Guldniv.Du hartexalltid garanterad platspflyg,om du bokarinom visstid.Och du haralltid hgstaprioritetpvntelistan.Dessutom frdu tam ed dig20 kg extraincheckatbagage.Som E uroBonusG uld medlem rdu alltid vlkomm en tillSAS Stockholm

Lounge,terminal4 pArlanda.

Du kom meratthraifrn ossigen igod tid innan dittkortgrut.Hardu n grafrgorinnan dessrdu alltidvlkommen attringadin resebyrellerSAS Direktp020-72 7 727.Vihopp asattdu frgldje avdittTravel

Passoch viserfram emotattoftafhlsadig vlkomm en ombord pSAS.

Med vnlig hlsning

Scandinavian AirlinesSystem

Marketing & SalesSweden

HansAnderssonMarknads-& Frsljningsdirektr

OBS!Sam tligaflygresorsom fretasgenom utnyttjandeavdittTravelPassrunderkastadeSAS villkorfrtransportavpassagerareoch

bagage(SAS C onditionsofCarriage)som bifogasdettabrev.Genom attundertecknadittTravelPasskortpbaksidan bekrftardu attdu

tagitdelavdessavillkorsamtde handhavandereglerfrTravelPasssom ocksbifogas.

TravelPass

PetterPrint

Ngongata

123 45 Ngonstans

PETTER PRINT

029 383 131

PETTER PRINT

029 383 131

NAME

COMPANY DATE

Travel BookOctober25, 1998 March27, 1999

Den 25september fickstorkunder och agenter bekantasig mednyaSAS ien hangar pArlanda. Arrangemangetgavgodatillfllenattknytakontakter. Hr sesen avSAS danskastorkunder, tillhger,med SAS fretagssljare RobertBrinkenfeldt.

D N U pdateFross iSAS Marketing & Sales Division,decem ber19 98

Earn points withAll Nippon Airways

0/SE/E/1201 Sweden/E

SASNewsFocus on EuroBonus April - May 1999

Opportunities for earning and redeeming

EuroBonus pointscontinue to expand, as

on March 28 , 1999E u roBonu s join ed

hands witha new partner - All Nippon

Airways, the largest domestic carrier in

Japan, the largestairline inAsia, and the

world's 8th largest carrier interms of

passengers flown per year.

EuroBonus members earn a minimum

of 300 Extra points inEconomy Class and

a minimum of 600 Extra points in

Business Class on flights operated by

All Nippon Airways. Please note that you

earn points on ANA domestic flights only

if the booking is in connection with an

international ANA flight. ANA European

gateways to Japan include Frankfurt,

London, Moscow, Paris, Rome and Vienna.

SAS EuroBonus voted Best Frequent-FlyerProgram - for 3rd consecutive year

We did it again!Ina ballotof 84,000 international frequent

flyers,EuroBonuswas votedthebest inter-

national frequent-flyer program for the

third consecutive year, winning the 4th

annual competition for the Freddie Award

arranged byInside Flyer magazine. The

ov era ll s c oreforE u roBon usw as8 .86of a

possible 10points.

The award for 1998makes EuroBonus

the international program thathas won the

mos t aw ard ss in cet h efi rs t Fred d iefor

international programs was given in1995.

Hat trick for EuroBonus

- Winning for the third consecutive year is

fantastic, says Eva-Karin Dahl, Director of

E u roBon u s . I ' d l i ket o t h an kal l ou rmem-

bers for their loyalty, and we're aiming tobe

even better inthe future.

EuroBonus was also awarded top honors

for1998 inthefollowing sub-categories:

BestNewsletter SAS News and

EuroBonus Offers

BestEliteLevel EuroBonusGold

Best Web site

Best Bonus Promotion

Star Alliance, comprising SAS, Air

Canada, Air NewZealand, AnsettAustralia,

Lufthansa, THAI, United Airlinesand VARIG,

won the first "Industry Impact Award" from

Inside Flyer magazine "for introducing and

defining the standardfor all frequent-flyer

program alliances".

In addition to the Freddie Award,

EuroBonus was alsovoted "BestFrequent-

Flyer Program - Europe, Africa &Middle

East" in1998by subscribers to the OAG

World Airways Guide.

nside this little book

there is a wealth of adventureshere is a wealth of adventures

People, places, thoughts, feelings,

and theyre all yours

Welcome on boardelcome on board


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9


The follow ing pages show som e exam ples of correct useof the SAS identity program on corporate printed m atter

and strategic travel docum ents.

Applications


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Prom otional articles

A keyring, pen or T-shirt bearing the SAS Logo is a m edium

that com m unicates SASs identity and values. Since all

such objects represent SAS it is im portant that they arequality products, designed to reflect our quality standards,values and identity.

The sketches below show exam ples of suitable position-ing of the S AS Logo and w ordm arks on prom otional

articles.

All approved prom otional articles are available for order

via SAS Toolbox.For further guidance or when in need of products

other than those available via Toolbox, contact STO N O -B.

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Scandinavian Words 07 Scandinavian Words 08


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Sponsoring and event m arketing

SAS participates in sponsoring activities to strengthenaw areness of the SAS brand, our values and p ersonality.

SAS is very selective w ith regard to sponsorship partici-pation. For a project to be of interest to S AS, it m ust be inline w ith our values and personality, as w ell as being

associated w ith good taste and high quality. O ur involve-m ent m ust be long-term and com m ercially justifiable.

Choosing the right activities in w hich to participate isonly one of the im portant factors involved. O thers are the

w ay w e carry out our involvem ent and the im pression ofSAS conveyed by the activity. G ood taste, high qualityand a professional approach are fundam ental require-

m ents. The overall environm ent in w hich w e appear m ustalso be line w ith SASs values and identity.

A design program for sponsoring activities has beenproduced as part of the new SAS corporate identity toenable us to live up to the above requirem ents. All spon-

soring activities m ust conform to this design program .For further general guidance regarding sponsoring

activities, refer to the S AS Brand Book. For detailed,

specific guidance regarding the design contact STO N O -B.

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Inflight item s

This page show s som e exam ples of correct use of the SASidentity program on inflight item s.


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The SAS U niform W ardrobe and W orkw ear

O f the m any elem ents that m ake up an airlines identity,the uniform is one of the m ost im portant in relation to

conveying the personality of the airline. It is w orn by thepersons w ith w hom the custom er has personal contactand w ho are responsible for the all-im portant service

delivery.A uniform has several functions. It not only conveys the

identity and personality of the airline but m ust also signal

and identify persons w ith authority and provide functional

w orkw ear for people w ho perform a dem anding job.The new SAS uniform has been designed by a trio of

young Scandinavian designers to the specifications

provided by SAS. It is based on the concept of a w ardrobeoffering a variety of com binations rather than strict set

pieces.It has a dark blue look for colder weather and a sand

colored look for w arm er conditions.

The design has its roots in the Scandinavian heritageof SA S. It is therefore based on the concept of sim plicty,

functionality and flexibility. It conveys a strong identityusing natural, discreet colors and a soft feeling to em pha-

size friendliness.

For m ore details, see the SAS U niform W ardrobe

Guidelines and SAS W orkwear G uidelines.


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82

The S AS Lounges are a vital part of SASs identity andan im portant tool for conveying our interpretation of

Scandinavian hospitality. The lounges convey a Scandi-navian style of inform al elegance and w ell-being.The use of natural m aterials, w arm colors and a light, airy

spaciousness com bine to create an inviting, dom esticatm osphere.

Lounges

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83

O le, the childrens spokesperson

Children are im portant to S AS. M ore and m ore children are

flying w ith us. M any children, especially in Scandinavia,

w ill grow up to be am ong our m ost im portant custom ers.Taking special care of children is a self-evident andim portant factor in relation to the credibility of SAS posi-

tioning w hen w ords such as caringplay a central role.To take special care of the children w ho fly w ith us and

m ake their flight an experience they w ill look forw ard torepeating, w e have created O le. O le, the childrens

spokesperson at SAS, is aim ed at children betw een 0 and12 years of age, takes children seriously, is independent

and clearly sides w ith children. (For this reason, O ledoesnt alw ays think and do precisely w hat SAS w ants...)

To give O le a high degree of believability as a spokes-person for all children w ho fly w ith us, it is im portant thatO le is used in the right w ay. O le m ay only be used in

connection w ith products and service elem ents that areunique to S AS and m ake it easier, m ore fun and m ore

exciting for children to fly w ith us.O le can only be used w ith the authorization of

STO N O -B. For further guidance, see the SAS BrandBook.

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Signage

Signage m ust have a very high level of visibility andrecognition, often in unusual form ats and in difficult,

cluttered environm ents such as airport term inals.For this reason, a special adaptation of the SAS corporateidentity has been designed for signage applications.

The blue color is used as the dom inant feature, bindingthe various elem ents together visually to form a w hole.

Since the SAS Logo is not alw ays show n to advantageon signage applications (e.g. long banner signs) an alter-

native design has been created. This is com prised of a

blue background w ith the S AS letterform s in w hite andtext in SAS Light G rey.

A few exam ples of correct signage applications areshow n below for inform ation. Com prehensive guidelinesare available in the SAS Signage M anual. For additional

assistance, contact STO N O -B.

3rd Floor

Flight Academy


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Ground equipm ent and corporate vehicles

This page illustrates the correct use of SAS letterform sand SAS colors applied to ground equipm ent and corpo-

rate vehicles.

A. G round equipm ent

The standard design for SAS ground equipm ent isSAS B lue and the SAS letterform s. SAS R ed m ay be used

on certain ground vehicles for w hich greater visibility isrequired. All SAS ground vehicles should be fitted w ith

reflective m aterial in accordance w ith the specificinstructions issued.

B. Com m ercial vehiclesIf com m ercially desirable, SAS vehicles can be decorated

in a design based on S AS Light G rey w ith red as an accentcolor.

C. O ther corporate vehiclesSAS vehicles that do not w arrant the design m entioned

under B. above should be w hite w ith the SAS Logo.For further rules and guidance regarding design of

ground equipm ent and corporate vehicles, see the SASG round Equipm ent and Vehicle Identity M anual or con-tact STO N O -B.

9



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Aircraft livery Boeing 737-600

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The Scandinavian w ordm ark

app ears on the engine w hite out of

the SA S Red background.

Th e Scandinavian Airlines w ord-

m ark appears in two lines on the

aircraft. The w ord Scandinavianis

produ ced in SAS Silver, and the

w ord Airlinesappears w hite ou t of

the S AS Light Grey background.

The SA S Lo go, Scandinavian

sym bol and aircraft nam e are

positioned together at the front

of the fuselage.

An appropriate poem from the

SA S p oem s is positioned by the

passeng er entrance to the aircraft.

The Star Alliance m em bershipendorsem ent.

The SAS environm ental sym bol.

The sym bol can only be used w ith

authorization from STO N O -B.


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87

The SAS letterform s are applied to

the tail fin and rudder of the plane.They appear white out of the SA S

Blue background.

The Scandinavian sym bol has

been designed to represent

N orw ay, Sw eden and Denm ark.

O nly to be used on aircraft livery

or as an interior design elem ent

in aircraft cabin or lounges as

authorized by STO N O -B.

The aircraft bod y is painted to

m atch SA S Light G rey.


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89

Appendix

Checklist 91Coated color sam ples 93

10


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10

SAS Identity M anualAppendix

Checklist

The below list w ill enable you to m ake a quick, final checkto confirm that your layouts for printed m aterial are in

accordance w ith the basic rules and guidelines in thism anual.

LayoutClean lines, spaciousness and sim plicity in the layout.

A balanced, asym m etric design that conveys a sense ofm odernity, restraint and subtlety.

LogoLogo correctly positioned in a corner of the layout, not

centered.Clear space around the logo.

Correct color/colors to ensure legibility and clarityagainst the background involved.

TypographyClarity and readability.

Text aligned left or, if the application requires, justified.The appropriate Scandinavian typeface is used, or

Sabon SAS in applications w ith large am ounts of bodycopy.

A m axim um of three sizes of type is used.The correct line feed (leading) and tracking/kerning

(letter spacing) is applied.

Correct paragraph indent is used.Text is in upper and low er case (never all capitals),

except for abbreviations, codes, etc. (e.g. SAS).

ColorsBody copy is black, SAS D ark G rey or white, never blue.

Backgrounds (other than photographic) are in preferred

colors: SAS Light G rey or SAS M edium G rey.Accent colors used are SAS Red or SAS Silver.

PicturesThe choice of pictures is in line w ith the picture brief.

Bleed pictures are used w herever possible.

PrintingA carefully chosen silk m att paper (especially for print

m aterial w ith pictures) or w hite uncoated paper for m orebasic printed m aterial.H igh quality repro and printing.

Consistency

Is the printed item one of a series? Avoid doing a new lay-out for each occasion.

N ever hesitate to contact STO N O

Documents

SAS Identity Manual