Saab Logo PNG
According to the Saab logo, the brand’s cars are elite and royal, standing out on the road. The emblem demonstrates completeness, convenience, comfortable interior decoration, and high-quality car parts.
Saab: Brand overview
Meaning and History
Initially, the company was in aerospace and only later entered the automotive industry. Its first model to enter mass production was the Saab 92. It appeared four years after the trademark’s birth, in 1949. The next iconic sample was presented in 1978. The passenger car, the Saab 900, became the best-selling car, and the division was renamed Saab-Scania.
In 1989, another major step in the company’s operations took place, after which it was restructured into an independent entity and renamed Saab Automobile AB. Fifty percent of the shares went to the automobile giant General Motors. In 2000, the American concern sold its acquisition to a Dutch company. However, it failed to expand its consumer base and declared the brand insolvent. The bankruptcy petition was filed in 2011.
General Motors strongly opposed the idea that its technology could reach the Chinese auto industry, which was seeking to acquire the company. And he blocked the deal. In 2012, all the bankrupt property was bought by NEVS (National Electric Vehicle Sweden). She sought to revive Saab Automobile but failed due to claims by the owner of the passenger-car manufacturing license under this name; it remains in the hands of the aerospace corporation of the same name.
As a result, NEVS lost the legal right to manufacture Saab cars and to do so under its own brand. Each step of the long-suffering brand’s transition has been reflected in its identity, which is why it has a very rich history of emblems.
What is Saab?
This company, founded on Swedish aerospace expertise, produced cars distinguished by a unique blend of Scandinavian functionality and aviation-inspired design. It gained popularity for distinctive features, including an ignition switch between the seats, turbocharged engines across the lineup, and signature windshields inspired by fighter jet cockpits. These cars attracted architects, scientists, and professionals who valued thoughtful design and uniqueness over mainstream luxury.
1891 – 1900
The debut identity mark dates back to the early days of Saab, when it was called Vabis and was engaged in flight transport. It looked modest, consisting of a single letter in an oval with double edging. The font had subtle serifs. The letters were elongated.
1900 – 1911
After the transformation into Scania-Vabis, the company undertook a logo redesign. It has become much more colorful and complex, with more elements. The emblem was very similar to a car’s steering wheel. However, a stylized propeller with a red griffin on a dotted background and the inscription “MALMO” served as the basis. The developers put a ring on it, consisting of a wide dark blue stripe and capital lettering. Above was the word “SCANIA,” below was the almost circular phrase “MASKINFABRIKS AKTIEBOLAGET.” Three trapezoids protruded from three sides of the ring.
1911 – 1937
The designers refined the next version of the logo, giving it an exquisite look. To do this, the authors sharpened the corners of the trapeziums, paved the background with brick, made the blue color more distinct, redrew the red griffin, and added a crown. In addition, they rearranged the inscriptions on the ring: at the top, they placed the word “AKTIEBOLAGET,” and at the bottom, the double name “SCANIA-VABIS.” Both parts of the text were separated by miniature crosses located on the right and left.
1937 – 1946
After developing the flight division, which became aerospace, the company received a radically different logo. It showed an airplane. It was placed in profile and consisted of a schematic cockpit, two large propellers on the engines, and fenders tapering to the sides. Below it was a large inscription “SAAB.” It was the first logo of a new era in developing a technical enterprise, so both the name and the font changed. The developers removed serifs, simplifying the identity as much as possible.
1946 – 1947
The emblem took the form of a vertical shield, with scarlet and golden symbols separated by two diagonal lines. Gold also appeared in the edging of the shield, with protrusions extended upwards along the edges.
1949 – 1963
A redesigned logo marked the launch of the first car. The car was adorned with a simple square plate with the figured inscription “SAAB.” The background and title were blue.
1963 – 1965
The designers brought back the old emblem (1937-1946) by simply moving the name over the plane. They also strengthened the lines in the drawing and removed unnecessary detail.
1965 – 1967
The image has been bolded, and the letters have been aligned.
1967 – 1969
The next stage of the company’s development brought new changes to its identity. To do this, the authors combined the previous logo with the 1949-1963 version. Retaining the existing design (aircraft and brand name), they added a raised square with rounded corners as a background.
1969 – 1974
After the transition to Scania, the brand changed its logo. It was changed to bold lettering consisting of the new name.
1974 – 1995
The designers have made the logo round. Inside, against a blue background, were two thin white rings that intersected. In the center was a red griffin with a golden crown. The upper and lower crescents bore the words “SAAB” and “SCANIA” in bold oblique sans serif type.
1995 – 2000
The developers have removed the double ring, leaving only one as the border around the blue circle. They raised the griffin with the crown up. In addition, the designers have removed one letter from the word “SAAB,” keeping the word “SAAB.”
2000 – 2012
Following its departure from General Motors, the brand has updated its logo. The edging strip was changed (there were two of them), and the color palette was updated (it now has a gradient with highlights). The authors also changed the rings’ color from white to silver.
2012 – 2014
This logo was present on the first National Electric Vehicle Sweden cars, the new owner of the legendary brand. It consisted of a single inscription, “SAAB,” gray, flat, and large.
Font and Colors
The visual identity of the iconic company has been characterized by simplicity and modesty for most of its history. It was characterized by restrained tones and minimal elements, the most challenging of which was the aircraft. But when Saab and Scania merged, the logo became pretentious: it featured a heraldic griffin with a crown.
One of the permanent logo typefaces is Gill Sans, designed by Eric Gill. But its author was based on the London Underground, a font proposed by Edward Johnston in 1916. Another lettering style is a corporate typeface from the British Broadcasting Corporation. The next option is United Colors by Benetton, Tommy Hilfiger, and AT&T. The most modern version of the font is Helvetica Neue Black Extended.
The corporate palette consists of black, blue, silver, red, gold, and white.