SAAB

OBJECTIVE

Saab represents a legacy of engineering clarity and purposeful design. Following its collapse, the challenge is to reimagine the brand in a contemporary context without reducing its history to nostalgia or sentiment. This project explores what Saab could become today, an electric and forward-looking identity grounded in its original values. The goal is to build a system that resonates with both existing audiences and new ones, balancing historical integrity with modern relevance and refusing to let the past become merely decorative.

Approach

The identity is rooted in Saab’s history, aeronautics, engineering precision, and a deeply held restraint. Archival references are translated into new forms rather than replicated or celebrated uncritically. Geometry, modular systems, and typographic clarity guide the visual language across products and digital platforms while maintaining specificity. This is where Solaris (1972) becomes relevant: the way memory shapes what we build, and whether a revival can carry the spirit of something original without collapsing into a replica. The past is reinterpreted here, not simply recovered.

project type

Brand Identity

year

2023

keywords

brand positioning, visual identity, digital, visual system