Brand elements
Scania’s brand identity toolbox consists of several useful brand elements that represent our brand and help creating the desired brand experience.
By using our brand elements consistently we unify the brand experience across all touchpoints and business areas, creating brand recognition and more impactful communication.
Below is an overview of Scania's brand elements.
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Typography
With our custom-made and unique font family Scania Sans we achieve a strong and unified brand expression. -
Colours
Through a harmonised and systematic use of colours we create brand recognition and provide clear information. -
Grid system
The Scania grid system is the framework for all the visual elements and guides the layout of all that we create. -
Imagery
Our images are effective communication tools, conveying emotions and strongly contributing to the brand experience. -
Infographics
Use infographics to present information in a unified, clear and professional way. -
Illustrations
With the Scania illustration style we harmonise the representation of the Scania brand across all illustrations. -
Pictograms
The Scania pictograms and icons play a vital role for a unified impression, and are specifically designed to structure and clarify complex content. -
Motion
Guidelines for how we create a coherent and premium experience through the use of movement, including animations of texts, graphics and digital components. -
Sound
Guidelines for how we create a coherent and premium experience through sound. -
The shift element
The fifth element complements the brand identity toolbox and can be used when there is a need for an additional graphic treatment to design. -
Materials
In the Scania material palette we use natural materials connected to our products and operations of the highest quality. -
Tone of voice
Whatever we’re writing or saying as Scania should sound ‘like us’. Our voice is real and relevant, accessible and inviting, and feels confident and secure.
Visit the Guidelines section to read more about how the brand elements are used in specific contexts and situations.
Download our useful templates to ensure a correct and uniform use of the brand identity in communication and documents.
You can also read more about the foundations for our brand such as the brand platform, our single-brand strategy and design strategy.
Please contact Scania Identity Helpdesk if you have any brand-related questions or for advice.
Brand strategy
The brand strategy consists of our single-brand strategy, the brand platform and our brand governance.
