Challenge from the drawing board - Saab 9000 keychain
Not all of our project ideas are easy to implement. The deeper we dive into Saab history, the more challenging it becomes. The idea of designing the right key fob for each Saab series is generally appealing. However, he encounters unexpected obstacles, which in our case come from the drawing board.
Saab used its own font in later years, the lettering of the Saab 9-5 and 9-3 are part of the development. It gets exciting with the older models. Saab 9000, Saab 900 - and everything that came before - these are open questions. Could a common font be used here as well?
A look at our print shop's font library reveals the problem. Nothing that would be historically available matches what they used in Trollhättan. The more we deal with it, it becomes clear - these letterings were created on the historical drawing board.
Saab 9000 lettering - drawn on the drawing board
It is fascinating when you dissect the lettering of the Saab 9000 or the 900 on the computer. The smallest deviations become visible, and it becomes increasingly clear that the drawing was done by hand. A special challenge is the "S" from Saab, which has a figure problem. There is more volume at the bottom than at the top, and the three-dimensional representation of the “S” in the lettering creates additional requirements for printing and engraving. Even the zeros in the series of numbers are not completely identical, this is actually drawn and not designed on the computer.
The problem, it seems, is not entirely new. We're not the only ones scratching our heads about what to do with the lettering, which probably dates back to the 1970s. Also in the Stallbacka, at the Saab Scania time and after the entry of GM you had the problem.
Saab and pragmatism
But the Swedes solved it in the early 1990s, when the 9000 CS was introduced, quite pragmatically. You saved yourself what we are facing now. The historic key fobs for the second Saab 9000 generation completely ignored what customers saw in the brochures or on the back of their car.
The then current Saab lettering, as it could be seen on the roof of the administration wing of the Saab factory, had to suffice. And instead of worrying about the 9000 lettering, 9000 CS was engraved in a standard font. A major omission from a marketing point of view, actually a mortal sin, but Swedish pragmatic.
However, we don't want to make it that easy for ourselves. We want to depict what can be seen at the rear of every Saab 9000 or 900 in a historically correct way. And we want to bring the three-dimensionality of the emblems to the key rings.
The consequence? We recreate the historical typeface, spend hours on the computer and produce countless drafts. In fact, we could have had it easier, but in the end we have a faithful reproduction of the original. As a consequence, the engraver who shapes the Saab keychain with a laser is also swearing. The fine details make him sweat, because he transfers the lettering to an area of 4 x 35 mm.
But in the end, the result rewards us. Our Saab 9000 keychains probably look like they should have looked in 92 when the CS premiered. With a little less Swedish pragmatism. But with attention to detail and the brand.
The Saab 9000 keychains are now in our Aero X Store orderable. The ones for the Saab 900 are still in production and will follow soon.
such attention to detail, keep it up!! Better than the original and these days when Chinese copy everything (poorly).
Love in every detail, very beautiful.
... the key fob for the 900 will be a little easier to design, just leave out a zero 😉
Finally she can tell everyone apart now 6 × 2 Saab keys. (haha just kidding) ... but very nice and very Scandinavian perfect for me!
November 22, 1967
That will interest everyone here. The SAAB 99 has its premiere in Stockholm. A charming photo of the presentation can be found on Wikipedia in the entry for the 99th
In the trade fair decoration around and above the 99 you will find the classic logo/emblem (with the B18 and the old lettering) in large numbers, a design that looks like it was from the Art Deco period...
The 99 is also large in many cases. But it is already fat and thick, almost worn out. Furthermore and appropriately (but still small, almost bashful), the new SAAB lettering can already be found several times on the presentation furniture in the background. So the design actually dates back to the 1960s...
So yes, the design was definitely done by hand on the drawing board. But symmetry was already part of the craft back then. Just think of the dials of wristwatches that can withstand any magnifying glass. Flawless design and manufacture were no problem 100 years ago.
Any "deviations" in this lettering, I assume they were all intentional...
For example the S. It comes closer to being associated with a vehicle precisely because it is “heavier” at the bottom. The SAAB lettering indicates a car whose 4 sections are latent. The S is the bonnet (here the music is playing below), the two A's are the passenger compartment and the bold B is a large trunk...
No, I am not crazy. Designers, when they are good, often appeal to the subconscious with their designs. The idea behind it should not be graphic, not obvious and not immediately understandable for everyone. It's much more about the effectiveness of nuances below conscious awareness.
And last but not least, under the brand new 99 you will find a mat and surprisingly large and clear oil stains on it. That's how it was back then. In any case, the revealing picture on Wikipedia is worth a closer look.
Have fun with it everyone.
PS
Your trailer is a stunner, looks very classy.
Maybe it was even the incredible Sixten Sason who also lent a hand with the numbers. Thanks for the expert comments!
Yes, it's incredible...
Sixten Sason, Saab, Hasselblad, Husqvarna, Electrolux. I trust a genius like Sason to do just about anything.
In any case, it wasn't just about optics. Some of his designs and ideas were also functionally effective, more engineering. Example Hasselblad. A great of his time and guild ...
Big thanks to the team!!
The beauty of this is that once the work is done, the blog can use the templates for future ideas and implementation without having to start all over again.
So, and now I have to order right away, I'm happy.
Just great and a "must" for every 9000 driver. Kudos for the commitment.
Really very classy...
Thanks for that
Big praise from me! The pendants are worthy of a cult brand, the trolls love you!
I think so. 🙂 The Saab trolls will be happy. When will the keychains for the Saab 900 come?
In about 3 to 4 weeks I think. Before that we start our spring campaign. We have something special for the Saab Cabriolet faction!
@all Thanks, I'm happy if you like it!
As a convertible driver again from 01.04. I'm looking forward to the convertible campaign until October.
They turned out very elegant! My two CS are retrofitted with it 😉