Saab Logo PNG
The Saab logo suggests the brand’s cars are elite and royal, standing out on the road. The emblem conveys completeness, convenience, comfortable interiors, and high-quality parts.
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 model was presented in 1978. The passenger car, the Saab 900, became the best-selling car, and the division was renamed Saab-Scania.
In 1989, the company took another major step when it was restructured as an independent entity and renamed itself 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 was declared insolvent. It filed for bankruptcy in 2011.
General Motors strongly opposed the idea that its technology could reach the Chinese auto industry, which was seeking to acquire the company. He blocked the deal. In 2012, NEVS (National Electric Vehicle Sweden) bought all the bankrupt property. She sought to revive Saab Automobile but failed because the owner of the passenger-car manufacturing license under this name claimed it; it remains with the aerospace corporation of the same name.
As a result, NEVS lost the legal right to manufacture Saab cars under its own brand. Each step of the long-suffering brand’s transition is reflected in its identity, which is why it has a rich history of emblems.
What is Saab?
Founded on Swedish aerospace expertise, the company 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 Saab’s early days, when it was called Vabis and was involved 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 company became Scania-Vabis, it redesigned its logo. It became much more colorful and complex, with more elements. The emblem resembled a car’s steering wheel. However, a stylized propeller with a red griffin on a dotted background, along with the inscription “MALMO,” served as the basis. The developers added a ring with 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 a more refined look. To do this, they sharpened the corners of the trapeziums, paved the background with brick, made the blue more distinct, redrew the red griffin, and added a crown. They also rearranged the inscriptions on the ring: at the top, they placed the word “AKTIEBOLAGET,” and at the bottom, the double name “SCANIA-VABIS.” Miniature crosses separated the two parts of the text 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 featured a schematic cockpit, two large propellers on the engines, and fenders tapering toward the sides. Below it was a large inscription, “SAAB.” It marked the start 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 on the shield’s edging, with protrusions extending upward along the edges.
1949 – 1963
A redesigned logo marked the launch of the first car. The car featured a simple square plate with the 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 and removed unnecessary detail.
1965 – 1967
The image was bolded, and the letters were 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. They retained the existing design (aircraft and brand name) and added a raised, square background with rounded corners.
1969 – 1974
After the transition to Scania, the brand changed its logo. It changed to bold lettering with the new name.
1974 – 1995
The designers 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
After leaving General Motors, the brand 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, which the new owner of the legendary brand now owns. It consisted of a single inscription, “SAAB,” gray, flat, and large.
Font and Colors
The iconic company’s visual identity has been defined by simplicity and modesty for most of its history. It featured restrained tones and minimal elements, with the aircraft as the most challenging element. But when Saab and Scania merged, the logo became pretentious: it featured a crowned heraldic griffin.
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.