The New Face of SAAB

THE NEW FACE OF SAAB

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© 2011 EMILY SHIELDS

ALL RIGHTS RESERVED.

DESIGNED BY EMILY SHIELDS

TYPEFACES : BERTHOLD AKZIDENZ GROTESK, GARAMOND

Welcome to the new face of SAAB

VÄLKOMMENWelcome to the new face of SAAB

Table of Contents

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FÖDDA FRÅN SKÄMT

TIMELINE

OUR MISSION

OUR IMAGE BEFORE

OUR NEW IMAGE

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OUR DRIVERS

VISUAL STANDARDS

ALL IN THE DETAILS

LOGO USAGE

COLOR SWATCHES

TYPOGRAPHY

NO HIJACKING

BUSINESS IDENTITY

WEBSITE

THE NEXT STEP

PROJECTION CHART

EXTENSIONS

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From street cars and locomotives, to aircraft, automobiles,

computers and missiles—that’s just part of the history of

SAAB—makers of the SAAB automobile. SAAB is an acronym

for Aeroplan Aktiebolaget.

The company’s major effort during the beginning of the 1940’s

was centered around aircraft, with SAAB as the major supplier

of planes to the Swedish Air Force during World War I I . With

a giant investment in machinery for aircraft production possibly

facing the scrap pile at the end of World War I I , and with large

manpower resources and plants, SAAB officials went looking

for new fields of production. Their eyes lit up to the idea of

automobile engineering.

SAAB automobile production began in 1949 with 300 employ-

ees in Trollhättan Sweden. The first car, the SAAB 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.

FÖDDA FRÅN JETPLANSaab Aeroplan Aktiebolaget

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SAAB merges with Scania. Ignit ion switch relocated to center consol.

New SAAB 96 with a more substantial look and more power; leads them to several wins at future rall ies.

SAAB’s f irst car prototype was up and running, clothed in a remarkably sleek, curvaceous body that clear ly showed the influence of its aviation genes.

Production of the SAAB 92 begins. Within weeks, SAAB made their motorspor t debut in the Monte Carlo rally.

The Sonet t prototype roadster is developed for motor spor ts.

Svenska Aeroplan Aktiebolaget (SAAB) was incorporated by the Sweden government, due to growing concern of the German’s intentions. The first factory and air f ield were constructed nor th of Trollhat tan. SAAB 21 twin-boom

fighter-interceptor equipped with new ejection seat.

Twin-engine B18 bombers were delivered to the Royal Swedish Air Force.

The first SAAB-built B3 bomber took to the skies a few weeks af ter the war commenced.

Forbidden by the Versail les treaty 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.

1969

1949 1950 1956

1960

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1937 1939

19441945

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New 9000 introduces SAAB’s patented Direct Ignit ion System, technology eventually adopted by the entire industry.

SAAB builds its one-mill ionth car. Reveal of its Turbo Concept which achieved rapid cult status.

Due to lack of funds, SAAB is unable to pay

employee salar ies forcing the company to shut down. SAAB fi led

for bankruptcy.

SAAB creates a hatchback version of the 99, named Combi Coupe. Establishes signature design for SAAB.

General Motors buys a 50% stake in the SAAB car division.

GM takes full ownership of Saab Automobile AB

New 9-3 model launched, shar ing basic architecture of var ious GM models.Takes aim at Audi A4, BMW 3 ser ies and Mercedes C-Class.

SAAB puts all-wheel dr ive on its models.

GM puts SAAB up for sale.

Spyker purchases SAAB from GM.

1990

20002002

2007

2008-09

1974

19761988

2010

2011

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Despite building a brand that we could be proud of here in

Sweden, there came a point when we were no longer finan-

cially sound independently. In order to save SAAB from

bankruptcy, General Motors purchased our company in 2000.

Over the years, the true soul of SAAB 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 SAAB in 2008, the SAAB loyalists

around the world felt both hope and terror, afraid that SAAB

would be lost forever, but hopeful that the brand would find it ’s

footing once again. As SAAB 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 SAAB loyalists,

truly devoted to the spirit of the SAAB brand.

WRONG TURNA brand known for quality and substance —stripped of its identity.

Loyalists can attest to the fact that the soul of what SAAB

once was, was unmatched by any other brand in the industry.

Known for quality and reliability, the SAAB 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,

SAAB focuses on developing durable quality products as

opposed to just another status statement or fashion accessory.

The future of SAAB focuses on what SAAB 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 SAAB. Our new mission is to inspire our custom-

ers 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.

MAKING IT RIGHTThe future of SAAB speaks to its rich heritage to provide limitless capabilities.

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Our mission is to inspire you to go farther.

VÅR UPPGIFT ÄR ATT INSPIRERA DIG ATT GÅ LÄNGRE

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One well-known fact about SAAB is that our customers are

loyal. Not just loyal in the “I own a SAAB” kind of loyal. They’re

loyal in the “SAAB is the only car I ’ve ever owned and will ever

own” kind of loyal.

Since the beginning, SAAB 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 custom-

ers. 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.

ORIGINALENSNAABSI am a SAAB Snob and I’m proud of it.

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With the new face of SAAB, 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 SAAB, 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.

NYA ANSIKTEThe new face of SNAABS

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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 extrem-

ists? Do they have kids? What’s their favorite way to relax?

Get an adrenaline rush? So on and so forth.

THE DRIVERSHere at SAAB, it is our philosophy to meet the needs of our customers.

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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.

KREATIV EXTREMIST

Kris, 32 Lindley, 34

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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.

STUDENT LÄKARE

Naomi, 29 Patrik, 54

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The SAAB logo has gone through a variety of changes over the

past half century, each new rendering a reflection of a moment in

SAAB’s history.

The new logo represents all that is strong and admirable about

the SAAB brand. It showcases its heritage by incorporating

movement that highlights SAAB’s aviation background. The new

logo represents movement on land, in the air and in the water.

The new SAAB 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 consis-

tency with what the new brand respresents.

THE NEW FACEThe new face of SAAB comes with a new identity that represents it’s new existence.

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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.

FINE TUNINGA good logo requires a lot of fine tuning in order to capture the essence of a brand.

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x

4x

4x

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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.

LOGO USAGELogo guidelines are important to create a unified brand the consumer can trust.

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Pantone 109 C

CMKY 1/10/100/0

RGB 255/221/0

CMKY 1/5/80/0

RGB 255/234/83

Pantone 107 C

CMKY 100/80/0/55

RGB 0/33/91

Pantone 5255

CMKY 0/0/0/10

RGB 230/231/232

Pantone Cool Gray 2C

CMKY 0/2/0/60

RGB 128/127/131

Pantone Cool Gray 10C

CMKY 0/0/0/20

RGB 216/217/218

Pantone Cool Gray 3 C

In order to stay true to SAAB 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

SAAB’s home is, in Sweden, where weather conditions can get

pretty harsh. The nayv is symbolic of the cold and snow that

SAAB’s were manufactured in, resulting in SAAB’s incredible

safety ratings.

COLORSThe color palette is essential in the development of a brand.

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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

BERTHOLD AKZIDENZ GROTESK

GARAMOND MEDIUM


GARAMOND ITALIC


Berthold Akzidenz Grotesk Extended is used for the chapter

numbers, headers and pull quotes and Garamond is used for

the body copy.

TYPOGRAPHYTypography is a crucial element that helps to convey the look and feel of a brand.

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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.

NO HIJACKINGLogos take a lot of time to develop, please don’t create your own version.

NO OUTSIDE COLORS

DO NOW SKEW

DO NOT ALTER RATIOS

DO NOT TURN

DO NOT RE-ARRANGE

NO DROP SHADOW

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The imagery that is to be used within the SAAB 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 SAAB’s mission

to inspire.

PHOTO STYLEImagery helps to solidify the true nature of a brand.

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The design of the stationery and business cards reflecst

the overall look and feel of the new face of SAAB. Only this

stationery should be used for any and all correspondence

within SAAB.

STATIONERYFirst impressions are the most important, even through correspondence.

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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

1340 N. Lincoln Avenue Chicago, IL 60613

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

December 14, 2071

MICHAEL STEVENS

P.O BOX 703 63, SE-107 24

STOCKHOLM, SWEDEN

PHONE: +46 8 463 00 00

FAX: +46 8 463 01 52

JOHN MCCALLISTER

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The look and feel of the website is meant to reflect the brand

guidelines in this book. Please familiarize yourself with the site.

WEBSITEWebsites are a great way for brands to get their name out there.

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As SAAB 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.

NYA MÖJLIGHETERThe new face of SAAB seeks to provide endless opportunities for our customers.

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MARK | Land

AUTOMOTIVE Car, Van, Moped, Snow Mobile

SERVICES GPS, Position Locator, Immediate On-Sight Service

ACCESSORIES Travel pack, First Aid, Clothing, Tent, Walkie Talkies

ACTIVITY Caving, Off-Roading, Hiking, Extreme Skiing, Summiting Mount Everest

LUFT | Air

AUTOMOTIVE SAAB Space Shuttle, Jets


ACCESSORIES Dry Food, Camera, Keepsake Boxes

ACTIVITY Planet Exploration, Star Study, Milky Way Drive-by

VATTEN | Water

AUTOMOTIVE Boats, Jet Skis


ACCESSORIES Travel pack, First Aid, Clothing, Tent, Walkie Talkies

ACTIVITY Scuba Diving, Underwater Cave Exploration, Deep Sea Pods

LAND

WATER

AIR

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In order to be able to stay true to our phi losophy of inspir ing

our customers to go far ther, moving into the naut ica l

industr y only made sense. SAAB has now moved beyond the

restr ict ions of land and aviat ion and moved into the wor ld of

water. From deep sea div ing to submar ines excurs ions , the

opt ions are endless .

VATTEN | Water INTO THE BLUE

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No longer for the priveledged few, SAAB customers can now

enjoy the deep blue without having to wear a wet suit. Subma-

rines 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.

VATTEN | Water SUBMARINES

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How deep is the deepest par t of the ocean? How does

32,000 feet sound? Welcome to the Mar iana Trench, the

lowest point on ear th . For those seek ing the ex treme

underwater exper ince, SAAB wi l l provide you with the

exper ience of a l i fet ime.

No need to worr y about equipment or sk i l l level . SAAB

provides our customers with a l l the necessary equipment

and tra ining needed in order to exper ience the undewater

wor ld to the ful lest .

VATTEN | Water MARIANA TRENCH

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Customers now have the chance to explore the deepest

and darkest places on ear th just below the ear th’s sur face.

Depending on sk i l l level , customers can choose from a

var iety of caves located wor ldwide with var y ing degrees

of di f f icul ty. Customers wi l l have the opt ion to hi re their

own tour guide or they can choose to explore a lone.

Cave div ing lessons provided by our wor ld renowned cave

divers who are eager to share their knowledge and exper i -

ence with those seek ing to explore the underwor ld .

MARK | Land INTO THE EARTH

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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).

MARK | Land ACCOMODATIONS

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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 dif ficulty level customer is seeking. SAAB provides

training from climbing experts who have experience climbing the

most extreme terrain in the most extreme conditions.

MARK | Land ACCESSORIES

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BORTOM GRÄNSER

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As SAAB moves into the future, our goal is to a lways stay

true to SAAB’s r ich her i tage in av iat ion. Customers can

choose any thing from sky div ing and parabol ic f ly ing to

space tours and walk ing on the moon.

With the advances in space tour ism, SAAB now of fers

group travel packages for customers seek ing to see the

stars up close. We of fer a wide range of shut t le s izes so

there’s no group too large or too smal l . We even of fer

space sky div ing for the true dare devi ls at hear t . We of fer

t ra ining and tutor ia ls so no need to worr y about the deta i ls .

LUFT | Air SKY HIGH

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Time to explore.

TID ATT UTFORSKA.

Documents

The New Face of SAAB