Brand activation
Brand activation is about turning our brand foundations into real experiences. It’s how we make Scania’s purpose, values and personality visible and relevant to the target group – in everything from a mobile app to a global campaign.
By staying true to who we are while making it relevant for each audience, we bring our brand to life - creating stronger connections, building pride and trust.
Brand boost initiatives
Internal brand boost
With the brand platform, employer branding framework and other key framworks as foundation, the internal brand boost initiative describes how we in an emotional way can activate and boost the Scania brand from within.
Read more about the core story and available material on the content page for internal brand boost (only for communicators, Level 2 access required).
External communication
More information will follow autumn 2025.
Films
In addition to the films included in the brand boost initiatives, there are other films available that help showcase who we are and what we stand for, and can be used in connection with presentations or events. The films are available on Level 2 or Level 3 in Scania Media Provider.
2019137-001MOV (3m6s)
Scania company film. For introductions and presentations of our company.
2019131-001MOV (14s)
Scania introduction film. For a quick and short company presentation, e.g. in sponsoring contexts.
2021095-001MOV (1m22s)
Employer branding film - "Drive".
2021196-002MOV (1m10s)
Scania 130 years. Celebrating the history, taking us into the future.
2021089-003MOV (45s)
Introduction film to the Scania brand platform.
For internal use only.
2025182-001MOV (1m4s)
Premium experiences showreel. For intro to events, presentations and similar.
For internal use only.
2025183-001MOV (1m14s)
What makes us Scania. Can be used as intro to an event, presentation or similar.
For internal use only.
Presentations
Content coming soon.
Guidelines
Guidelines for specific areas
Our guidelines describe how to apply the brand elements in specific contexts and situations.
By using our brand elements consistently, we unify the brand experience across all touchpoints and business aspects, creating brand recognition and making our communication more impactful.
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Digital applications
Digital design is key for a coherent and premium brand and user experience across all of Scania's digital touchpoints. -
Employer branding
The employer branding strategy and concept give you guidance and support to create consistent, high quality communication to attract and engage employees. -
Events
The brand assets in the Scania brand toolbox support branding and communication at events. -
Exhibitions
If applying these guidelines Scania will appear as one and the same company across every exhibition. -
Film
The principles for applying the brand assets on film and motion outline the do's and dont’s when producing film. -
Independent companies
Independent distributors and dealers need the right balance between Scania’s visual identity and their own. -
Interior identity
This guideline covers the customer reception, retail shop and the back-office areas at Scania dealers and workshops. -
Internal communication
Use the Scania brand guidelines and assets to create clear and professional internal communication. -
Merchandise
Scania merchandise generates brand awareness, and creates a bond to Scania. -
Office, email and stationery
Guidelines and templates for e-mails, Teams, wallpaper and stationery. -
Service vehicles
All Scania dealers and workshops should have service vehicles with a uniform and clear graphic identity. -
Signage
Scania signs help customers recognise that they are at an authorised Scania dealer. -
Social media
This guideline explains how to use branding in social media channels such as Facebook and Instagram. -
Special edition vehicles
This page includes rules for decoration (e.g. striping) and naming of special edition vehicles. -
Workwear
To convey trust and make Scania personnel easily identifiable, workwear guidelines are available.
Sponsoring
Sponsorship is an additional tool to be used first and foremost to support and strengthen the perception of the Scania brand. Click the link below to read more about Scania's Strategy for Sponsorship and Community Engagement.
Other resources
Templates
Visit the templates page to download useful templates for a correct and uniform use of the Scania identity in communication and documents.
Examples
Visit the page with good practice to find some examples of how the Scania brand and identity is used in different situations.
Images
By using images from our own media library in our brand activation, we ensure that they are both relevant for our business and have the right look and feel.
Digital applications
All digital applications at Scania should use the Tegel Design System to ensure a coherent premium experience across all of Scania's digital touchpoints - and be evaluated according to Scania's Digital Quality Standards, to ensure that they are of the right quality.
Key foundations
To ensure a unified and premium brand experience across all Scania touchpoints and interactions the brand guidelines and assets available on the Scania Brand Portal should always be used as foundation.
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Brand architecture
Scania pursues a single-brand strategy. The Scania brand is always the same, regardless of geographical market or product segment. -
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 elements
By applying our brand identity consistently we unify the brand experience across all touchpoints and business areas. -
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 activation
Please log in with your Scania account to access the information on this page, or contact Scania Identity Helpdesk for support.