Update 13: 01
The new owners of the Saab factory in Trollhättan want to further develop the Saab brand. The first step is a new visual identity that will represent the Saab logo in dark gray or silver. The National Electric Vehicle AB logo, however, will remain black.
For certain appearances and applications, such as on the hood, the lettering will be black with a white background or vice versa. The website will highlight the four seasons and their special conditions. A taste of the future brand appearance can be found on Saabcars.com.
The new appearance was developed in collaboration with the Stockholm Design Lab AB agency. The investors see Saab as a strong brand that they can use and develop through a license agreement with Saab AB.
Everything as usual? It seems so, and I think that's good. It speaks for continuity and respect for the brand. Saab was also connected to nature in the past, a great deal of Scandinavia was found on the Web and in the print media. The Saab logo would have replaced even under Spyker direction the griffin gradually. Thus, under the new ownership conditions, the direction that Saab design boss Simon Padian had set for the iconic brand is following.
Are we really satisfied? The logo for the bonnet seems flawed and it is the point where I expected more. I would have wished for the aircraft symbol as part of the brand identity. But you just can not have everything.
Image: National Electric Vehicle Sweden AB