branding vehicle guidelines - saabgroup.com · tion strategies, see saab brand portal. our design...
TRANSCRIPT
BRANDINGVEHICLEGUIDELINES
2 SAAB GUIDELINES SAAB GUIDELINES 3
GUIDELINES > BRANDING VEHICLE
The Saab brand con-veys a movement: from defence to civil security, from advanced techno- logy to usibility, between history and future, from product to safety and action.
SAAB GUIDELINES 3
The fundemental task is to convey the movement expressed in the design plat-form without losing the clean and straight-forward approach.
For a full description of our communica-tion strategies, see Saab Brand Portal.
OUR DESIGN PLATFORM
4 SAAB GUIDELINES SAAB GUIDELINES 5
GUIDELINES > BRANDING VEHICLE > ESSENTIALS
When designing vehicle branding using the Saab logotype, always use full colour. There is just one single logotype for the entire Saab Group. It is a strong and constant icon that keeps the brand together. The logotype must never be changed, reproduced, crop-ped or distorted.
Providing support to our custumers and partners offers a great opportunity to con-nect high-quality service to the Saab brand through attractive and well-thought-out vehicle branding. However, when it comes to vehicles there are also some risks con-nected to branding worth considering. Their material value might attract unwanted attention in the form of burglary, sabotage and interception. The person driving might be harassed or attacked. Cultural aspects are also important to regard. This guideline aims at promoting a positive branding with a minimum of risks and negative effects.
It might be necessary to consult the custo-mer when the vehicles are meant to operate on their areas or in their cities. If a need arises to connect the branding to external parties, for example a customer or an au-thority, a consultation is also required.
The fundamental visual tone of voice is clear and uncluttered. It applies to print lay-outs, exhibitions, presentations etc. White space is a main element and we avoid visual information overload.
Branding of vehicles must be approved by Saab corporate communications and secu-rity departments, see Contacts.
BRANDING WITH SECURITY IN MIND
6 SAAB GUIDELINES SAAB GUIDELINES 7
GUIDELINES > BRANDING VEHICLE > ESSENTIALS
Keep in mind that the branding is supposed to highlight the service provided by the ve-hicle and not to promote specific business units or products. The focus should lie on the purpose of the vehicle from the point of view of the customer.
Make sure that the purpose of the vehicle is reflected in the branding while keeping it in line with Saab’s overall communication strategies.
A vital part of the branding is to convey the feel of the high-quality service we at Saab always strive to give our customers. On the left, you can find some approved sugges-tions on how to use the text element to put a spotlight on the service provided.
TECHNICAL SUPPORT
CUSTOMERSERVICE
SUPPORT SOLUTIONS
SUPPORT
SERVICE
MAINTENANCE
The main typeface is brought up from the logotype, to provide continuity and consistency, and to strengthen the inherent motion within the Saab brand.
ABCDEFGHIJKLMNO PQRSTUVWXYZ1234567890
Neue Helvetica Extended thin
Neue Helvetica Extended heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
8 SAAB GUIDELINES SAAB GUIDELINES 9
GUIDELINES > BRANDING VEHICLE > ESSENTIALS
Illustrations and graphic design elements are clean, simple and clear in their message.
The website address clearly states the iden-tity of the messenger.
The circle is extracted from the symbol in the logotype, representing the motion inherent in the brand. Using circles and orbital patterns in designs strengthens the sense of unity and continuity.
Circles
Website address
SAABGROUP.COMThe base colours of the graphic identity are white, black and cool grey. These are used to strengthen the position of Saab as a technological company, with their sharp contrasts and clean look. To stay consistent to the base colours, choose a white vehicle whenever it is possible as the artwork is black and grey.
NCS
RAL
PMS
NCS
RAL
PMS
NCS
RAL
PMS
S 0300-N
9016
-
S 3000-N
7030
422 UC
S 9000-N
9070
PROCESS BLACK
10 SAAB GUIDELINES SAAB GUIDELINES 11
GUIDELINES > BRANDING VEHICLE > VEHICLES
Commercial minivan Commercial van
BRING ITALL TOGETHER
The logo is centrally placed on the rear section of the vehicle. As shown in the examples, the two circles, stretching from top to bottom, connect to the logo on their way. The logotype may vary in size, use sound judgement and check the size with Corporate Communications (see Contacts) if there is any uncertainty.
The text element is to aligne with the centre of the logo to give a clean and uncluttered look. www.saabgroup.com is to be featured on the back of the vehicle, see the examples for inspiration.
SAABGROUP.COMSAABGROUP.COM
TECHNICAL SUPPORT
TECHNICAL SUPPORT
12 SAAB GUIDELINES SAAB GUIDELINES 13
GUIDELINES > BRANDING VEHICLE > VEHICLES
Pickup
SAABGROUP.COM
TECHNICAL SUPPORT
Sedan/Station wagon
SAABGROUP.COMA minimum branding of a vehicle consists of the Saab logo with the two circles and www.saabgroup.com. This minimum bran-ding is recommended for vehicles whose main purpose is to transport persons from A to B.
14 SAAB GUIDELINES SAAB GUIDELINES 15
GUIDELINES & BRANDING
• Stefan de FlonMail: [email protected]
HR/SECURITY
• Benny Krönfeldt Mail: [email protected]
• Joakim Brandberg Mail: [email protected]
CONTACTS
GUIDELINES > BRANDING VEHICLE > VEHICLES GUIDELINES > BRANDING VEHICLES > CONTACTS
Trailer
SAABGROUP.COM
TECHNICAL SUPPORT