saab Logo - History, Design, and Meaning
Company Overview
Saab Automobile AB, better known as Saab, was a Swedish automobile manufacturer that became part of Spyker Cars NV. It held the exclusive automobile royal warrant as appointed by H.M. the King of Sweden. Since its inception, Saab has been recognized for its turbocharging technology, unique designs, safety features, and commitment to 'green' technology.
Key Information
- Founded: 1937
- Founder(s): Saab AB
- Headquarters: Trollhättan, Sweden
saab Logo Meaning and History
The first Saab logo was created in 1949, featuring a simple blue square with rounded corners, a silver frame, and a wordmark in all caps, which sat on two elongated wings.
Saab utilized two versions of the logo: the traditional blue and silver, and a version that featured only a silver-gray color.
In 1967, the logo was modernized, now enclosed in a square silver frame with rounded angles, resembling the very first Saab badge. The lettering of the wordmark was arched, giving it a dynamic and confident appearance.
The Griffin era of Saab's visual identity began in 1987 after the merger of Saab and Scania. The emblem, designed by Carl Frederik Reutersward, was introduced in 1984 but became official three years later.
The Saab emblem features a dark blue circle with a red Griffin head in the center, surrounded by two thin silver circles that add movement to the logo. The Saab wordmark is positioned above the Griffin's head, while the Scania nameplate is placed underneath.
In 2000, the logo was simplified: the two circles were replaced by one, and the Scania wordmark was removed. The Griffin's head was enlarged, along with the Saab lettering, which was now located beyond it.
The emblem became three-dimensional due to the use of gradient color, appearing vivid and dynamic with a glossy surface. This badge remained with the brand for almost ten years.
In 2013, Saab returned to a minimalist version reminiscent of the 1974 logo, removing the Griffin from its visual identity. The new Saab logo consists of a bold and strict wordmark with thick letter lines, executed in a light gray color. It is a timeless and elegant logo that embodies the principle of 'less is more.'
