Co-branding
To protect the strength and impact of the Scania brand, the use of the Scania logotype must be handled with care. Co-branding is highly restricted and must always be well considered.
As a rule, co-branding is limited to strategically important companies — those with a strong reputation in their field, aligned with Scania’s values, and crucial to reaching our business goals.
All co-branding and external use of the Scania logotype must be approved by Brand Management and Corporate Communications via identity@scania.com.
Legal aspects
Trademarks and logotypes are protected by law. The owner of the Intellectual Property Rights (IPR) has the exclusive right to decide how they are used. Using an IPR without permission may lead to infringement.
To use another company’s logotype — such as a partner’s — written approval from the IPR owner is required. This applies both to partners wanting to use the Scania logotype and to Scania using another company’s logotype. Images and film material is also intellectual property that need approval before use.
No special permission is needed to mention another company in text, as long as only the company name is used (without logotypes or wordmarks). However, the reference must be truthful, accurate, and respectful.
When making comparisons with other brands in marketing or communications, take extra care to ensure fairness and accuracy. Comparative advertising must be fact-based, not misleading, and should comply with applicable regulations.
Potential areas for co-branding
While Scania is restrictive with co-branding, there are situations where strategic partnerships can help us achieve our goals. Co-branding may be considered when it enables us to reach new markets, target groups, knowledge, or resources that support our long-term objectives.
Each co-branding opportunity must be carefully evaluated to ensure it strengthens the Scania brand and aligns with our business strategy.
Complementary business
Ventures and New Business mission is to develop transformational and complementary businesses that strengthen Scania’s core and drive the shift towards a sustainable transport system.
The focus areas, aligned with Scania's overarching strategy, are defined by three key sectors:
- Energy and infrastructure – Enabling the transition to fossil-free transport by developing sustainable energy solutions and infrastructure.
- Asset management and circularity – Maximising resource efficiency through smarter asset utilisation and circular business models.
- Autonomy and supply chain – Advancing automation and optimising logistics to create safer, more efficient and more sustainable transport flows.
By exploring and shaping new business opportunities, we accelerate innovation and reinforce our long-term commitment to a smarter, cleaner and more efficient transport system.
Strategic partnerships
We collaborate with ambitious new and longterm partners who share our vision. Together, we work to overcome barriers to sustainable transport and create a bigger impact, faster.
Our partnerships fall into the following categories:
- Research partnerships – Driving innovation and knowledge-sharing to accelerate progress.
- Networks for system change – Collaborating with key players to reshape the transport ecosystem.
- Technology partnerships – Advancing cutting-edge solutions for a more sustainable future.
- Transport sector partnerships – Strengthening cooperation within the industry to enable transformation.
- Infrastructure partnerships – Building the foundation for sustainable and efficient transport systems.
By working together, we push boundaries, challenge norms and create the transport solutions of tomorrow.
Sponsoring and community engagement
Wherever we operate, our engagement in the community is both a contribution and a responsibility.
Why do we engage?
Scania’s sponsorship and community engagement initiatives are based on the firm belief that we can help build stronger communities for all.
Who do we engage with in sponsoring?
We aim to be a partner in projects that support our vision and values. Our goal is to create partnerships that bring benefits beyond business goals.
We have identified four key areas of sponsorship engagement:
- Transport solutions – Strengthening our brand position through relevant showcases.
- Education and skills – Securing a long-term pipeline of talent and expertise.
- A sustainable society – Demonstrating our global commitment beyond transport.
- The great local player – Creating value for our communities and employees.
Note that there are group policies to consider that affects all sponsoring at Scania, SGP 5 and SGP 7.
Dual branding
When Scania is an ingredient brand, supplying components to original equipment manufacturers (OEMs) in the following categories:
- Bus chassis
- Power solutions
In these cases, Scania does not have full product responsibility for the end product, and the partner leads the communication.
On physical end products, ingredient branding is expressed through reduced branding, meaning that only the Scania wordmark is used. As a special case for Power Solutions only, a sticker with the text Powered by Scania can be used.
In Scania’s own communication, the full Scania identity is applied.
In communication done by our partner, signature branding can be used. In this case the Scania logotype must always be subordinate to the partner’s, making it clear that Scania is only contributing part of the offering, not the main brand.
Scania branding must never be applied to products in our portfolio that do not contain Scania-developed components.
Complementary business
When Scania enters new business areas, we typically do so under the Scania brand, leveraging its strength to succeed in new markets.
However, in some cases, it is more effective to manage a new business through a separate company and brand. Read more about exceptions and stand-alone brands: Brand architecture.
Stand-alone brands with their own identity
- A stand-alone brand means that the company has it's own name, logotype and graphic profile.
- Mixing corporate identities is not allowed for companies with their own brand identity.
- It must always be clear who is responsible and who the sender is.
- Independent companies may not use the Scania trademark or visual identity as part of their corporate name or identity.
- The Scania name must not be used in web domains, email addresses, social media names, or similar channels.
- Scania images may only be used with prior approval.
- The amount of connection to Scania is handled as for other companies, based on the value for Scania.
Erinion - an example of a stand-alone brand
Boiler plate examples
Portfolio companies
Erinion
Erinion, is founded by Scania to provide solutions for depot and destination charging, with the aim of accelerating electric truck adoption in line with Scania’s purpose of driving the shift towards a sustainable transport system.
Venture build companies
Elain
Elain, a dynamic startup incubated in Scania’s Venture Portfolio, is at the forefront of revolutionising sustainable logistics. Established within the nurturing environment of Scania, a global leader in transport solutions, Elain pioneers a groundbreaking digital service.
Venture invest companies
Parcelly
Scania’s corporate venture capital fund announces an investment in UK-based Parcelly with growth plans for the US and Europe. Parcelly aims to resolve first and last mile delivery challenges with its proprietary mobile app.
Joint ventures
Joint ventures involve third-party partnerships, meaning Scania does not fully control the entity. Since multiple parties are behind the venture, the Scania brand is not used to represent joint ventures - neither on its own or combined with other brands. This ensures we maintain control over our valuable brand asset.
As a rule, joint ventures are given a separate brand (with a separate name and identity), provided they are long-term ventures with a permanent market presence.
If all parties agree, the connection can be communicated. However, all co-branding must follow the co-branding guidelines, clearly state the relationship between the brands, and be approved by Brand Management via identity@scania.com.
Juna - an example of a joint venture
Strategic partnerships
Our approach to partnerships
At Scania, we believe that collaboration with ambitious partners is key to creating smarter, more sustainable transport solutions. By working together, we can tackle challenges faster and with greater impact.
Through mutual respect, shared contributions, and a focus on profitability, we ensure that our partnerships benefit all involved.
To drive change, we need strong partnerships that help us overcome barriers such as:
- Lack of infrastructure for sustainable transport
- Inefficiencies in logistics systems
- Regulatory and political challenges
- Cost and financing hurdles for adopting new technologies
By sharing knowledge, co-creating solutions, and exploring new possibilities, we unlock bold ideas that shape the future of transport.
Scania collaborates across industries, with governments, and with academia to break these barriers. These partnerships challenge and inspire us, bringing new perspectives that make us stronger.
What defines a strategic partnership?
A strategic partnership is a long-term collaboration that goes beyond everyday operations with customers, suppliers, and other business relations. It must:
- Align with Scania’s corporate objectives
- Benefit the wider Scania organisation by being relevant across multiple functions
- Provide opportunities to explore new areas beyond our current business scope
- Engage senior management in decision-making and execution
- Be driven by a shared vision, with clear scope, goals, and governance
Financial investment is not a requirement but is often part of strategic partnerships.
Examples of partnerships where co-branding and joint communication might be relevant/motivated
Research partnerships
We collaborate with academia and research institutes to advance knowledge, drive joint research and explore innovative solutions.
Networks for system change
Transport plays a vital role in a healthy society.
Through collaborations and networking, we help drive policy and system changes that create positive impact and foster sustainable practices.
Technology partnerships
Scania partners with suppliers who drive innovation, supporting technological shifts and the transition to a circular economy.
Transport sector partnerships
Scania collaborates with transport providers and buyers to pilot and scale renewable solutions across the transport ecosystem. These partnerships help drive the industry forward and support progress towards Science Based Targets.
Infrastructure partnerships
These partnerships are essential for enabling the transition to sustainable transport.
They provide energy solutions, data, and infrastructure support to power more sustainable transport operations.
Suppliers
Co-communication with suppliers
Scania is a strong and well-known brand, which means many suppliers want to be associated with us.
Our goal is to strengthen and protect the Scania brand. That’s why we control how it’s used. As a rule, Scania’s brand should only be communicated by us, not by suppliers or other companies that may use it as a marketing tool or "clickbait".
To maintain this control, our general policy is that suppliers may not use Scania’s name or logotype in their marketing — including references to Scania as a customer, such as on websites or in press releases.
The only exceptions apply to sponsorships, specific situations, and strategic partnerships where Scania has made an active choice to participate because the association adds clear value to our brand.
All exemptions and decisions regarding supplier marketing — including any external use of the Scania name or logotype — are managed by Scania’s Communications department. No employee may participate in customer cases, reference projects, or similar activities without prior approval.
For requests regarding supplier marketing, contact identity@scania.com.
Usage of the Scania logotype
Usage of the Scania logotype in co-branding
The correct and complete version of the Scania lock-up logotype must always be used. The vertical lock-up logotype in full colour is normally the first-hand choice. A monochrome version or horizontal lock-up logotype may be used to align with the size and appearance of other brands.
The logotype must be surrounded by sufficient clear space to separate it from other elements or logotypes. The general rule is to keep different brands clearly apart.
The size of the Scania logotype should reflect the scale of Scania’s involvement. If Scania has a subordinate role in a certain communication or activity, the signature branding approach should be used. In this case, the logotype is usually smaller and placed together with an explanatory phrase such as "Sponsored by" or "In cooperation with".
The phrase "By Scania" must never be used in co-branding or in connection with another brand or company. The only exception is in Power Solutions ingredient branding, where "Powered by Scania" is used as a badge on end products (OEM).
Levels of co-branding
The use of the Scania logotype reflects what role Scania plays in the communicated partnership. Below is an overview of the different co-branding categories used in communication. All use of visual co-branding must be approved by Brand Management.
Corporate branding
Scania has the lead as the main sender and the full Scania identity is used. The partner logo is smaller in size and placed in the opposite corner. The text ”In collaboration with” or similar can be added adjacent to the partner logotype.
Cooperative branding
Joint communication and branding with an equal partner.
The two logotypes have equal size, separated by clear space, preferably also by a vertical thin line. The lead brand is placed to the left. Either partner’s corporate identity may be used, or a neutral identity and generic fonts.
Signature branding
Scania has a subordinate role in relation to the main brand.
The Scania logotype is normally used together with a text, e.g. ”Sponsored by” or ”In cooperation with”. The logo has the same colour, orientation and size as any other partner logotypes.
No other Scania brand assets are used.
Ingredient branding
Ingredient branding applies when Scania provides one or more components but not the entire product, service, or solution. In these cases, Scania is a secondary sender, and the partner leads the communication.
On physical products, ingredient branding is expressed through reduced branding, meaning that only the Scania wordmark is used — not the symbol or full lock-up logotype. This signals that the product is not 100% produced by Scania and that Scania does not hold full product responsibility.
Reduced branding is typically applied by our partners in the following cases:
- Power Solutions end products – Used on boats, stone crushers, gensets, and similar applications powered by Scania engines, often marked with a "Powered by Scania" sticker, which is available in two versions – with or without symbol.
- Dual-brand buses – Only the Scania wordmark is used when Scania supplies the engine and chassis, but the body is built by an external bodybuilder.
No Scania branding
Scania is written in plain text; no logotype is used.
In editorial contexts, such as news articles and press releases, or as customer reference, the Scania logotype is normally not used.
Suppliers that want to refer to Scania as a customer of theirs, are normally not allowed to use the Scania logotype.
Co-branding
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