A new identity for Saab

Swedish car brand Saab is rolling out a new identity, developed by Stockholm Design Lab.


The Saab Automobile brand, which was established in 1947, was recently acquired by National Electric Vehicle Sweden.

NEVS, which is primarily aimed at the Chinese market, has bought rights to Saab’s manufacturing and testing plants, as well as the right to manufacture the Saab 9-3 vehicle.

However, while NEVS is able to use the Saab brand name, it was unable to use the previous Saab logotype, which currently used by former Saab Automobile parent company Saab Group, a defence and aerospace company.


Swedish consultancy Stockholm Design Lab has developed a new Saab identity, which can be used by NEVS.

The visual identity features the company name National Electric Vehicle Sweden AB in black, and the Saab brand in dark grey or silver.

On car bonnet and wheel covers, the Saab brand will be applied in silver against a white circular background.


The logo is also used as an image holder, and NEVS says, ‘The four seasons and their respective road conditions will be visible using both images and together with the brand.’

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