Our brand
The Scania brand is one of our most valuable assets. Our brand is valued higher than other brands, contributing to loyalty and our long-standing profitability.
The Scania brand reflects what we promise — what we tell our stakeholders to expect from us — as well as what we deliver. Repeated efforts to deliver on the promise over time are necessary to create a coherent and strong perception of our brand.
The brand is affected by everything that we do, deliver and communicate, but also how we do it.
That is why it is so important to not only build our expressions on our brand platform, but also have a unified tone of voice and visual identity, that supports and enhances our brand expression.
Brand strategy
The brand strategy consists of three parts: our single-brand strategy, the brand platform and our brand governance.
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Brand platform
The brand platform is an internal tool that gives us direction and focus in what to say and what to deliver on, every day and across the organisation. -
Brand governance
We coach and guide, to inspire and empower. Activation is decentralised to be agile and relevant, with accessible guidelines and templates.
Key components
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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. -
Brand archetype
Our archetype expresses the Scania brand as a personality. The human character traits that most accurately reflect Scania in an emotional way. -
Design strategy
The design strategy translates the brand platform into design and gives us a direction for the brand’s visual expression and its tonality. -
Brand history
The Scania brand and trademark has a long history. Ever since 1891, we have been developing transport of both goods and people. -
Brand elements
By applying our brand identity consistently we unify the brand experience across all touchpoints and business areas. -
Naming
Descriptive names are easy to understand and strengthens the master brand. Commercial names should follow Scania’s naming strategy.
What is a brand?
A brand is a person’s perception of a product, service, experience, or organisation. It is shaped by everything that we develop, produce, communicate and deliver.
A part of the brand is the trademark. A trademark is a symbol, wordmark or logotype used to distinguish a product or company from others. Both interact with all our stakeholders: customers, employees, society, investors and other partners.
The Scania brand reflects what we promise — what our stakeholders can expect from us. Continued efforts to deliver on the promise over time are necessary to create a coherent and strong perception of our brand.
The stakeholders we have to relate to are divided into four main groups
The Scania brand
Watch the film below to see and hear Christian Levin talk about the Scania brand and sustainable partnerships.
Read more about our brand promise (sustainable partnerships), brand position and brand values on the brand platform page.
Permission to use
The Scania wordmark, symbol and logotype may only be used by Scania CV AB, subsidiaries of Scania CV AB, and companies that are authorised to market Scania products and services or otherwise licensed to use the Scania trademark in various ways: manufacturers of parts and accessories, bodywork suppliers, workshops and dealers outside the captive Scania network, etc.
To prevent misuse, these other parties are required to obtain special permission for several areas of use. Questions and applications for permission should be submitted to Scania CV AB through Scania Identity Helpdesk.
Any questions regarding marking of vehicle-related products, parts, accessories, software and fluids should be directed to Scania CV AB, through the Parts and Service department.
Our brand
Please log in with your Scania account to access the information on this page, or contact Scania Identity Helpdesk for support.