We identified a need to enhance our communication efforts regarding business innovation beyond our core business.

This encompasses all the significant initiatives within Ventures and New Business and Innovation Office, including their respective sub-functions.

Our goal is to communicate with clarity, consistency, engagement, and relevance to our target audiences, thereby consequently over time strengthening Scania’s desired associations as an innovative and progressive organisation and brand.

To achieve this objective, we've developed a set of strategic tools, including a core narrative, sub-narratives, and a messaging platform for various target groups. The narratives have also been articulated in a visual expression.

Importantly, we've adhered to Scania’s monolithic brand strategy, maintaining the existing tone of voice, visual identity, and toolbox.

Moreover, we've translated the core and sub-narratives, along with the visual expression, into a set of communication examples for key touchpoints. These examples offer guidance and inspiration for future implementations.

The purpose of developing these strategic tools, both the narratives and the visual expression, is to enhance our communication efforts regarding business innovation beyond our core business – while building the Scania brand.

For whom should we use these tools?

Internal and external stakeholders to whom we want to communicate our work with business innovation.

For example:

• High-growth start-ups and scale-ups, entrepreneurs, investors, universities, research institutes, and other partners to join us in this transformation.
• Potential employees that bring a new type of skill set than we traditionally have been looking for.
• Current employees to create a culture of everyday entrepreneurship.

These tools should only be used by the departments Ventures and New Business and Innovation Office. It can be used for both internal and external channels. 

If you don’t work within one of these departments but would like to use the strategic tools, please reach out to Izla.Aho@scania.com with your request.

We have developed one core narrative for how we want to tell the story of how we work with business innovation at Scania.

The core narrative goes under the headline “For all our futures. By all of Scania”. Built on the idea that everyone at Scania including our partners, is part of creating a better future for us all. There is no 'us' versus 'them'. We must work together to drive change.

We identified a need to create a specific story for some of our target groups. Hence, we have developed four sub-narratives built on the core narrative but with their own angle. We have also developed messaging platforms connected to each sub-narrative to highlight our key messages for each target group.

All narratives should be seen as source texts. They can be used as they are or be tweaked to fit a specific situation or channel.

You can find and download the narratives and messaging platforms on our brand portal.

The visual expression for Scania Business Innovation enables us to show the width and depth of Scania’s work with business model innovation. Showing that Scania has more layers to it than one might think.

With inspiration taken from Scania’s motion guidelines and Scania’s angle, we have created a visual framework to showcase our work with business model innovation whilst at the same time clearly signalling that this is a key part of Scania.

Our first building block is the shift element. The shift element for Scania Business Innovation comes in two different versions. A metal version and a translucent version.

This allows for a wide range of applications and target groups while keeping a consistent visual language for Scania Business Innovation. 

Our second building block is photography. This is the most important part when creating visual assets.

The imagery we use for Scania Business Innovation can be divided into four different categories. A large focus is put on people and the human aspects of our business and operations.  

Use the search term businessinnovation to find images about business innovation in Media Portal.

In addition to the shift element and photography, we have graphics as our third building block.

The graphics are used to depict and communicate specific technologies and other abstract or non-tangible things. They should always be rooted in real and relevant cases. 

To keep the graphics visually consistent, we always use a colour scheme based on Scania’s digital colour palette.

If suitable, the graphics can be done in dark/light versions and to visually be fit for a wider range of applications. But please note; some graphics are not suitable for both a dark/light version. Solar panels, for example, lose their characteristic look if done in a light version.