We are proud to reveal the new brand identity for Scandinavian Airlines, the leading airline in Scandinavia. With the goal to create a stronger emotional connection between SAS and their travelers we developed a new brand strategy, story and brand identity that signals quality, care and warmth, while preserving a strong recognition to the brand’s iconic design heritage.

The previous SAS identity that we created and launched in 2014 was primarily aimed at the airline’s business travelers, i.e. those who fly 5–6 times a year. But in recent years, leisure travelers have taken an increasingly larger share of their business. This insight was the foundation for the new concept “Journeys That Matter”, a new brand experience, relevant to the wider target group. The iconic design heritage of SAS has been retained, complemented by the addition of warmer and more personal elements. In addition to visual elements such as a new bespoke serif font, colors and layout system, we have also developed new concepts for motion and tone of voice. Traveling gives us new perspectives, experiences and lifelong memories. This is expressed within the identity through a personal and story driven image style where we get closer to our travelers and their experiences. Through the use of traveler’s perspective we get to take part in their story, adding a warm, human element to the brand.