There’s been a fair amount written about the future of Saab’s Griffin logo and the advancement of the Saab word mark in it’s place.
Our original belief was that a 20-year agreement for Saab Automobile to use the Griffin would expire in 2010. Further to that, we learned that Saab would need to pay what’s believed to be an excessive fee in order to use the Griffin on an ongoing basis.
Late last week, I received some clarification on the situation from a staffer involved with Saab’s brand management people. I’ve got his OK to share the information here.
The basic news is that we will, indeed, see much more exposure of the SAAB word mark. The good news for all you Griffin lovers is that the bird will remain, albeit in a changed role.
Here’s what I’ve received:
The reason for changing to the wordmark, primarily in marketing communication, is to set a stage for a new and independent Saab. In the beginning we wanted to introduce the change with the launch of the 9-5 but it was decided not to wait.
The wordmark is also easier to recognize which makes it more suitable to use on advertising or on the internet.
The reason for the move has nothing to do with usage rights whatsoever. The Griffin will continue to be used on corporate communications such as flags and stationery, as well as on dealerships. It will also be used on the car albeit less prominently, exactly where will become evident on the 9-5 when it is launched.
So it looks like we get the best of both worlds.
When I first heard the Griffin might be going I reacted as a traditionalist would: I resisted. The more I’ve considered it, though, the more I’ve grown comfortable with it. The name’s more important than the badge, and the badge hasn’t been around forever.
The news that the Griffin will still be around in some form is good news, but I’m more than happy to have the SAAB name taking center stage.
That’s the news, straight from the source. My thanks to the Saab brand people for the clarification.