Saab Logo

Saab Logo
Saab is a famous Swedish brand of one of the most respected and well-known European car manufacturers. The brand was established in 1937 as an aerospace company and changed its profile in 1945.

Meaning and history

Saab Logo history


Saab is an iconic brand, which is synonymous with reliability and trust. The brand’s visual identity has always been pretty simple and modest, except for 25 years, which started from the Saab and Scania merger. That was a period when the brand used a famous Red Griffin for its emblem.

1949 — 1963

The first Saab logo was created in 1949 and featured a simple blue square with rounded angles of the silver framing and wordmark in all caps, which was sitting on two elongated wings.
The brand used two versions of the logo — the traditional one, blue and silver, and the one, that featured only silver-gray color.

1963 — 1969

The new logo from 1963 featured silver “Saab” lettering above the airplane emblem executed in the same color. It was a stylish and unique emblem, which made the brand stand out.

1969 — 1974

The previous logo was modernized in 1969. Now it is enclosed in a square silver frame with rounded angles and resembles the very first Saab badge. The lettering of the wordmark is arched and looks dynamic and confident.

1974 — 1987

For 13 years, starting in 1974, Saab uses a minimalist and laconic wordmark as its logo. The traditional sans-serif typeface of the capital letters looks bold and masculine. The letters are placed as close to each other as possible, but the nameplate doesn’t look heavy, it is perfectly balanced. The monochrome palette adds power and authority.

1987 — 2000

The Griffin era of the Saab visual identity starts in 1987 after the merger of Saab and Scania. The emblem, designed by Carl Frederik Reutersward, was introduced in 1984 but became official only three years later.
The Saab emblem now features a dark blue circle with a Red Griffin head in the center and two thin silver circles, which add movement to the logo. The Saab wordmark is placed on the top part of the emblem, above Griffin’s head, while the Scania nameplate is placed underneath it.

2000 — 2002

In 2000 the logo is simplified. Two circles are replaced by one, and the Scania wordmark is removed from the logo. The Griffin’s head is enlarged, as well as Saab lettering, which is now located beyond it.

2002 — 2013

The emblem is now three-dimensional due to the use of the gradient color. It looks vivid and dynamic, with the glossy surface. The badge stays with the brand for almost ten years.

2013 — Today

In 2013 Saab decides to come back to the minimalist version of 1974, removing the Griffin from its visual identity image. The Saab logo snow is composed of a bold and strict wordmark with thick lines of the letters, executed in a light gray color. It is a timeless and elegant logo, which shows that “the less the better”.