A few days ago I was at our in-house print shop. The stickers for the new Saab campaign were on the plan. The remake of historic Saab little things. Time to play some Saab again. Actually, the stickers should be gray, according to the historical model. But that had to do without the aircraft and the associated Saab lettering.
Saab play for beginners. Isn't that strong?
I do not know who invented the historic Saab logo with the B18 aircraft and the corresponding lettering. It was probably the great designer Sixten Sason. If a reader has background knowledge, I am happy to be instructed. One thing is certain, in Trollhättan the designers also played with the plane in 2010 and 11.
The signs, they stood for rebirth.
The plane would have celebrated a comeback with the 2012 model year. In the Saab 9-5 NG and in the new, never-released Saab 9-3 III anyway. Jason Castriota's study showed the way, and the plane would have given the old lettering a new look.
Saab, we also know that, would have said goodbye to the Greif in the coming years and to the blue of the Saab-Scania and GM time. Back to the roots and back to aircraft construction. The slogan could not have been “Born from Jets”, but “Born by Airplane”.
Or something like that.
As we play with the old Saab logo and stickers, the aircraft and lettering are getting bigger and more eye-catching. We say goodbye to the gray hue, move towards supercooled white. At some point we realize that a large Saab aircraft on the rear window, garnished with the lettering, would look just awesome.
Noticeable yes. But not a bit embarrassing.
We briefly consider whether that might not be too much of a good thing. On a Saab 9-3 SC, a 9-5 or a classic 900? It is conceivable. And a small, discreet logo only with an airplane and lettering for all other places where you like it.
After an hour of Saab gimmick it is clear: the old logo would have had potential. Saab-Scania can't keep up, Saab plus Greif is boring. It is not for nothing that some car manufacturers dig deep into their clothes boxes and pull out the old, traditional lettering. Fiat is doing well, and the upcoming Lancia resurrection can also be excited.
Of course, that fits perfectly with a topic that has been making itself felt in some minds for some time. Restomod is the magic word. Build a Saab, classic or youngtimer, newly modernized.
Among other things, the blue logos with the griffin out, the cool old logo with the B18 plane in. Maybe modified carefully, the question being what needs to be modified. Because maybe the old design is timeless.
Restomod would be Saab advanced games. And as I said, a topic that is not only floating around in my head. Maybe at some point it will become a reality on the blog.