History: SAAB Logo through the years
January 14, 2013 in Editorial
That Saab has had a wide range of different logos is no secret and sometimes one might wonder what they were thinking. But if we keep in mind that NEVS are trying to create something that will probably last for many, many years the logo which is found on a number of key places in the car such as the steering-wheel, wheels and the bonnet need to be time-less. In other words they need to work just as well today as 10-20 years from now regardless of how fashion develops.
Less is More were the prevailing words yesterday as the new logo was introduced. But NEVS logo is actually nothing new, well we all knew that but almost an exact replica of the logo existed on SAAB cars from 1981-1984, mainly on the SAAB 900 version.
LEFT is SAAB 900; RIGHT is NEVS SAAB Logo
The only difference back then, was that it was white on black compared to todays silver on white.
I think all of us loved the SAAB wording on the steering wheel of the new 9-5 and 9-4x when we first saw it. But in fact that way of writing SAAB in that location was nothing new. The original idea dates back as far as SAAB 96 year model 1968.
LEFT is SAAB 96; RIGHT is NEW SAAB 9-5
A big thanx to Ákos Égő and Peter Bäckström for the Photos and history details!
Jesse Crandle said on January 14, 2013
I’m ok with the logo design, but as far as readability? I think unless you get right up close to it you won’t be able to read it. The visibility of the silver on gray is limited, but the wording Saab inside of the circle is fine.
Romac said on January 14, 2013
I don’t see “Silver on gray” in NEVS’ wording. I see “Silver or grey” for the Saab word and “silver against a white, circular background” for the bonnet/wheel badge. Sounds fine by me!
Romac said on January 14, 2013
Sorry, that should have been “the Saab brand in dark grey or silver” for the Saab word.
I need a couple of wheel centre badges, wonder it they need anyone to trial some?
Angelo V. said on January 14, 2013
I might be in the minority—-but I welcome the subtlety of silver on gray. I want their car design to be so strong, we won’t need to be close to the badge to see what kind of car it is. And as an afterthought—-all the better if someone sees the car, can’t make out the “SAAB” on the badge, and chases down the car to get a closer look. The closer people look at Saabs, the more likely they are to buy one!
kochje said on January 14, 2013
I agree and do not forget that the SAAB name , in silver on a silver background,was the badge on the first Saab 92 as well.
So in fact NEVS has taken this first badge of the Saab car which went into production.
JasonPowell said on January 14, 2013
To me it is perfect, it has enough history tied to it and is understated enough that to let the vehicles speak for themselves.
Coke is it said on January 14, 2013
It just hit me when looking at the SAAB logo that it has aircraft references in it. Look at the character A. It looks like the view from a cockpit approaching the runway with the white lines in the middle. Was that the intention when they created that SAAB wordmark back in the 60′s?
Pacey said on January 14, 2013
I think that’s just what an uppercase A looks like. The Saab word mark is nice, but really it’s just well-kerned Helvetica Black Extended, a staple of 1960s design (and ubiquitous since).
hilmar said on January 14, 2013
I like it. Clean and modern writing, the essential is told. It fits to the Scandinavian design language of the cars. But the logo should not contain cheap plastic or foil. And for the folks who think it is boring – the cars with this logo will be interesting all the more.
Wittendorff said on January 14, 2013
It has been used before..
http://www.flickr.com/photos/stewf/8352005414/in/pool-70507867@N00%7Cstewf/
OddJob said on January 14, 2013
Nice indeed. The grained (hammered?) surface on this emblem create a nice contrast to the glossy ring and wordmark. Maybe something to pick up when they make the real thing?
MarcB said on January 14, 2013
The major criteria to a logo should always be readability and distinctiveness.
The Saab logo has been a very clean, easy to read modern type face for a long time … reference the Saab 96 steering wheel … and it was good to see the retention of that type face which has also built awareness over the years, and thus retains a continuity to the history ofn the brand.
The problem is the silver on white, with clearly limited contrast … put simply, white on black is much easier to read.
Magnus Olert said on January 15, 2013
Well said!
Red J said on January 14, 2013
SWAN had a similar centre hub cap for the 20″ Turbo Star Rims for the 9-5 II
http://shop.speedparts.se/shop/13102/art2/h0665/11010665-origpic-a7a1bf.jpg
BTW, I hope they only put the SAAB wording on the steering wheel like on the 9-5 II
Perret said on January 14, 2013
And you might remember this:
http://farm3.static.flickr.com/2653/3750592657_5e99f21c8e.jpg?v=0
and that:
http://www.hubcaps.org/hubcaps/saab/saab-99-centercaps-sabc11b.jpg
or this…
http://www.hubcaps.org/hubcaps/saab/saab-99-centercaps-sabc12b.jpg
Suddenly my 1974 Saab 99 is looking rather contemporary
It’s a great day today for Saab, getting rid of the Scania Griffin and becoming Saab again…
Troels, Denmark said on January 15, 2013
Yes! – Looks good and modern!
Christian said on January 14, 2013
I love, love, love the “SAAB” wordmark on the NG9-5′s steering wheel. Perfect look – modern and classic at the same time, always recognisable as a SAAB. Would look classy either on the grill or on the bonnet. So, why the circle? Why grey? It still doesn’t make sense to me. However, I will have to get used to it, no?
Ralph said on January 14, 2013
Why not gold again: http://www.flickr.com/photos/payl/151122419/
Tim said on January 14, 2013
I wouldn’t want a gold logo on my car =P But hey, someone might =)
Ralph said on January 14, 2013
Heheh, well, that example was done in a real modest size and matte instead of bling…so at least there it visually worked.
Tim said on January 14, 2013
I think in the future NEVS will go for the SAAB wordmark on the steering wheel… but this first 9-3 from NEVS will probably use the same materials as the previous version and thus need a round logo.
Christian said on January 14, 2013
Tim, this argument came to my mind as well, and as far as the shape is concerned, it would indeed make sense. However, what we have here is a dark grey wordmark on a lighter grey background. This cannot be directly transferred/translated into silver/chrome over a dark background because it is the opposite contrast. The problem I have with this new logo is that it is THE new corporate design for all SAAB cars as it was announced – and as such it just doesn’t work. … I don’t want to be a bellyacher over this issue here, as I love the SAAB brand just too much. I agree to many other here you said that they rather care for the design of the future car models than for the badges that these cars wear. If this is a next step for NEVS towards a brighter future and new models then I’d close this case for now.
Christian said on January 14, 2013
It should read “I agree with many others here who said …”
Damn, it’s getting late.
Magnus Olert said on January 14, 2013
I would prefer a black or dark blue background. Also, the text should be slightly bigger. Otherwise the logo is OK.
But this one is even better:
https://www.facebook.com/photo.php?fbid=10151053458474633&set=a.175431359632.116753.701679632&type=3&theater
kochje said on January 14, 2013
Agree in some sense but when you are honnest to yourself; the one with the aircraft is a bit outdated for modern cars in the 2013 and beyond, not?
Magnus Olert said on January 14, 2013
Outdated or classic? It’s in the eye of the beholder.
Is this one outdated or classic?
http://upload.wikimedia.org/wikipedia/en/thumb/2/24/Alfa_Romeo.svg/180px-Alfa_Romeo.svg.png
kochje said on January 14, 2013
It is not oetdated while this brand stayed on the market and Saab did not.
So this is THE moment to change to a new look.
kochje said on January 14, 2013
It is not outdated while this brand stayed on the market and Saab did not.
So this is THE moment to change to a new look.
Red J said on January 14, 2013
The thin font is also a little bit outdated, quite ’60s of the last century. Somebody may like it but I don’t think that many do.
kochje said on January 14, 2013
Everything in life should progress with time so if that Logo needs to be a bit bigger; that’s fine.
My point is just the name SAAB in Silver on a greay or silver back ground; that was the first official badge on the first Saab produced cars.
Ben said on January 15, 2013
Yep, have to agree, that logo is awesome.
kochje said on January 14, 2013
Just hope as well they did not spend a huge budget while in fact this logo is a CLASSICAL.
worpswede said on January 14, 2013
See part# 0205146 or 0205088, sonett wheel emblems.
ajstel83 said on January 14, 2013
we don’t know what the material is yet, do we?
if this were made of glass or some sort of acrylic, a combination of etching and translucency, combined with an embedded LED diode could be kind of cool. given automakers’ love of LED details, and Saab’s earlier use of it on their headlights, it’s not that far fetched of an idea (of course, on the wheel centers, this probably wouldn’t work).
i remember buick showed something like this on a riviera prototype, and i’ve since seen it as an aftermarket item for almost any car. if tastefully done straight from the factory (not as bright or blue as the Buick’s), it might not be a total disaster.
http://www.buickpedia.org/the-buick-riviera-is-back
Or, remember when Bentley used the color of the badge to represent the engine (I think the red label was the highest output)…Saab could change the background color to represent an electric versus petrol versus diesel powerplant.
Anders_Sweden said on January 15, 2013
Looks good, but silver on white is hard to read/see. It should have been silver on blue och silver och black instead…
Anders_Sweden said on January 15, 2013
Don’t know why I wrote “och” (Swedish for “and”) instead of “or”, perhaps because “silver” is “silver” in Swedish as well as in English and I because of that switched to Swedish…
Steve C. said on January 15, 2013
I do like that they kept the long-time Saab word mark and carry on that tradition. And, since I had a 1984 900, I had that steering wheel with that roundel logo!
Anders_Sweden said on January 15, 2013
I also recognise that steering wheel roundel logo (upper right picture), my parents had a 1981 Saab 900 during the 1980s.
Jasper said on January 15, 2013
Simple and elegant.
Probably the first of several more to come.
Geoff Nolan said on January 15, 2013
Well, it’s understandable considering the production cost side for the bonnet etc. and one could make all the excuses in the world. But that is one rubbish-looking badge.
Greg Abbott said on January 15, 2013
It’s very two dimensional. Perhaps they can add some texture or light reflective material to the light grey background, to separate the perceived plane of the background from the text, and give it more of a three dimensional feel.
3cyl said on January 15, 2013
I am not sure about the color combination and there is lot of empty space, but if they come out with a car that I like the logo will be of little consequence.
terry9000k said on January 15, 2013
.
Back light it, so it’s eliminated when the lights are on.
That will help with the colours distribution.
A nice chrome ring [real metal] would be nice too….
dcpattie said on January 15, 2013
I’m I the only one who thinks its 98% the same logo as before. And for the record I like it!
Angelo V. said on January 16, 2013
Agreed.
ryanonsrc said on January 15, 2013
The new logo looks spot-on. They managed to capture Saab’s heritage and understated design aesthetic quite well. While I am sure a lot of folks were pondering a modern spin on the retro airplane logo, the fact of the matter is: the SAAB wordmark is beautiful enough to stand on it’s own, and is a true symbol of Saab’s everlasting spirit.
Dannii said on January 15, 2013
I find the comments off mantra on the Vote extremely in bad taste. I for one don’t care much in terms of what the logo is as long as it tells me what the product is. Look at the kidney grille of BMW and you will instantly recognize this is as Bavarian Motor Werke. See the word “Saab” and you will kno exactly what it is. I once parked my MY01 Saab 9-5 at a shopping mall in western Namibia about 12 years ago and upon returning found an old Swedish couple (tourists) looking at the car and the gentlemen told me he recognized the logo and interestingly, the hockey stick silhouette in a flash.
I currently live in Ethiopia, Eastern Africa and have seen many Chinese knock-offs here that sometimes gets me to look twice to recognize some semblance of a Hyundai/Mercedes in some of the cars being assembled here, i.e. one outfit called Lifan. They have a Mini knock-off, a Hyundai knockoff, and various bits and pieces thrown in that looks like a BMW/Mercedes etc.
The only thing that helps me to identify the real makoya from the knockoff is the logo or emblem as those of the OEM are so ingrained in any petrolhead DNA that one look is enough to tell the difference.
Why are people getting so hysterical and worked up on a logo – the product is what gets me excited. Produce the cars and sans the logo, if they are good, they will sell. How many of Saabists have driven their cars with peeling logos? It was a necessary annoyance but not one that would deter you from getting into a Saab showroom, right?
The product, the product, the product!
Daniel B said on January 15, 2013
+1
Tim said on January 15, 2013
Well there are three articles here covering the new logo, not having comments off, on the fourth article I dont see as a big deal…
Angelo V. said on January 15, 2013
Geez Tim, I haven’t made nearly enough comments about this on the other three stories—nobody knows where I stand. I was chomping at the bit to start commenting on the poll—-damn you for turning off the comments!
JasonPowell said on January 15, 2013
Thanks for adding humor to that comment, I agree. Silly to look for little things like that to complain about. Many other posts to comment about what you thought of the logo and the post in question is just a poll, that’s what it’s there for.
Dannii said on January 16, 2013
Jason – just be careful calling other people silly for airing an opinion. This is a free blog that was put up there for Saab enthusiasts around the world to air views of commonality within the house ground rules.
JasonPowell said on January 16, 2013
I’m about the most non confrontational person on here and if I offended you I’m sorry but there really was many places on the site that were available for commenting about the logo. It just seemed like criticism for the sake of criticism and I don’t get that.
Dannii said on January 16, 2013
Jason, I think I have been here longer than you and you will not read one single criticism from me circa 2005. I joined the then Trollhattan Saab in November 2005 at the premises of a Saab dealer in Johannesburg South Africa where I bought my MY01 9-5 new and have never looked back. I love the sight and the aft comments and will never offend someone for the sake of offending or criticism. Funny, I dig your posts! Griffin up!
Angelo V. said on January 15, 2013
I agree about product being everything. For the record—-I think they made a wonderful decision with the logo too—-but it all boils down to the cars, not the emblems.
Carlo A said on January 15, 2013
Tim why not adding, inside the circle, on top of the wording SAAB the motive taken from the grille?
http://www.leftlanenews.com/spyker-saab-partner-with-chinas-hawtai.html
Mark said on January 15, 2013
I don’t want to upset anyone, but I’m afraid it kind of looks boring to me. Like a faded impression of what preceded the Saab-Scania Griffin emblem. Not everyone liked the Griffin but at least it had some colour.
Angelo V. said on January 15, 2013
I own a 2004 Saab with the “colourful” Griffin emblem. Yes, it has some color (has some color AGAIN after it peeled and was replaced under warranty). I don’t want to upset anyone either—-but in contrast to the SAAB logotype that NEVS is going with—–I view the Griffin as a bit tacky/pretentious. I think the simple SAAB is classy and understated. I also think that in time, maybe it will escape the circle and just be letters. One thing that might have made it interesting is if they would have put the word SAAB in an oval that was tight around the letters—-then put the oval in the circle. Would have looked like an eye opening—-”Open your eyes to Saab” could have been the ad campaign!
Peter Gilbert said on January 15, 2013
As a former graphic designer I think that the “SAAB” logo on the NG 9-5 is just perfect and most contemporary. The logo in the circle is not as appealing to the eye.
Chris Ivory said on January 15, 2013
The new logo?
Just have a look at the elephant’s ears badges on a 96.
Always said that car was years ahead.
Thylmuc said on January 16, 2013
Would love to that badge to have as a green glowing background in the dark (Superlumi fluorescence dye, e.g.), so anybody approaching sees that green glowing. Of course, that is not allowed
Thylmuc said on January 16, 2013
pls delete the first “to”. Arggh
Joaquinho said on January 19, 2013
look at my idea for an alternative Saab logo ….