Media Portal

Media Portal


Sound is a strong carrier of emotions. Through sound we can untap new ways of experiencing the Scania brand, based on a common sound design in the vehicle and in other touchpoints. These guidelines give direction in how we create a premium experience through sound, by translating the brand values into something that can be embodied in sound.

The purpose of sonic branding for Scania is to secure and build a fuller, strong and coherent brand experience. It needs to support different tonalities and messages; be serious, encouraging or happy, while still staying true to the Scania brand.

With our branded sounds we will also be recognised by sound in addition to our visual identity, which creates new opportunities to communicate our brand and create emotions.

The sonic branding guidelines and vehicle sound design are both derived from the same sound design strategy, and based on the brand values and design pillars. This enables a cohesive sound experience throughout the organisation and all touchpoints. Recognition is not key, but those who know us should recognise it as Scania. 

Sonic concept

Our sonic concept is the core of the sonic identity, which is the bridge between the brand platform and how Scania sounds.

Advancing with presence

It's about building a premium experience in every encounter, where every sound comes with purposeful intent. We are constantly moving forward, driving the shift, and advancing. But we don’t force our way without thought. Our drive is about precision, presence, and focus.

Building on our legacy there is a sense of gravity, depth and solidity in what we do. We have a sense of duty, not only to bring peace of mind and trust, but to bring hope and aspiration. We want to give those who meet us a desire to be part of the journey.

This is the basis of our sonic identity – advancing with presence.

Sonic principles

To build a coherent, consistent and strong brand experience, the sonic principles builds on the values and ambitions from the brand platform. These principles steer sonic decision making and production.


Precision is building on our legacy of careful engineering through craftsmanship, and applying it to sound.

Nothing gets left to chance, every detail is thought through. A sound that is purposeful and straight-forward, confident with thorough execution.

- Engineered 
- Thorough 
- Confident 
- Straight-forward 
- Purposeful intent

- Vague 
- Eccentric, pretentious 
- Decorative 
- Playful


Presence brings authenticity and calm to our sound, building trust and peace of mind.

Our sound embodies presence, a profound and smooth sound that is composed, and has a sense of weight and depth.

- Depth, weight 
- Organic 
- Composed, calm 
- Profound 
- Smooth

- Light 
- Thin 
- Cute 
- Cozy


Drive is infusing aspiration, a forward-leaning attitude, and energy to our sound. A sound that is visionary and has a driving force.

Building on our dedication to move forward, and bringing people with us on the journey.

- Visionary 
- Aspirational 
- Contemporary 
- Driving force 
- Momentum

- Monotonous 
- Repetitive 
- Intense, fast 
- Scattered

Balancing the principles

When creating content and working with audio and motion, the whole experience needs to be taken into consideration. To convey a message, create a dramaturgy and set a scene.

Depending on target group, context, channel, and the message we are trying to convey, the principles can be balanced to communicate differently. E.g. a formal announcement needs more presence, but a brand film would need more drive.

Also to take into consideration is that footage, graphics, music and voice should complement each other. They need to work together, but can also act to balance each other. E.g. if the music has drive, the voice could have less drive and add more presence instead.

Information video

Marketing video

Music guidelines

Music plays an important role in how we and the message we are communicating are perceived. In addition to our own custom sonic theme, we sometimes have the need to use other music.


Our sonic theme is designed to harmonise with and be a fully integrated part of our brand identity. As such, it should always be considered our primary choice when selecting music. 

Music help us strengthen messaging, elevate events and complement various content. Different applications have different needs. Note that the theme is available in different versions and as modular stems, meaning it can be tailored for many different purposes. Depending on target group, context, channel, and the message we are trying to convey; the intensity, mood and instrumentation of the music becomes a powerful tool.

But there are exceptions. It could be that we need music for a campaign with a specific concept, or music for some type of event with a certain theme, to name just two examples. In cases like these, we may have to produce a new piece of music, or purchase a piece of stock music. But in both cases, our sonic concept and sonic principles should be considered the foundational starting point for the brief to the producer or the person purchasing stock music.

Producing new music

The initial approach when producing a new piece of music, should be to create a new version of our existing sonic theme. When doing so, we are not bound to genres or any specific instrumentation as long as the music harmonises with our brand and sonic principles. For instance, we may do a seasonal version with bells for Christmas. Or, an acoustic version with strings for The Scania Museum. There is plenty of room to play with ones imagination here.

If this route doesn’t feel viable, and an entirely new piece of music must be produced, the starting point should always be our sonic concept and sonic principles. Use that as the basis and outer frame for the brief, followed by clear direction on how this new piece of music should differ from the sonic theme and why. Also the additional references in this section comes handy to ensure a consistent expression of the Scania brand. 

Purchasing stock music

The starting point when purchasing stock music should, again, be our sonic concept and sonic principles. In other words, look for music that conveys a general feeling of ‘advancing with presence’ while also being defined by its precise, present and driving characteristics. You can also quite literally use our sonic principles and do's and don’ts, e.g. ‘’precise’ and ‘confident’, as search terms when browsing through the vast libraries out there.

But when doing so, remember that Scania is a premium brand with a rich history of precise and purposeful engineering. Stock music is quite often, by nature, the opposite to that. In other words, avoid everything that sounds artificial, prefabricated and mass-produced.

Please note: Remember to always ensure that you license the stock music correctly, so that you actually own the rights to use it the way you intend to, in the geographic region in question and in terms of time period.


Below are a few additional examples of music and music descriptions to use as a reference and guidance when producing new music and purchasing stock music.

Please note: You are not allowed to use any of these references in any internal or external purposes, usage right does not apply. These are solely used as a guiding example in these guidelines.

Music reference 1
This track by Jon Hopkins is called “A Drifting Up”. It’s well produced, checking all the boxes in terms of ‘precision’ and ‘engineered’. The mood is ‘calm’ with ‘depth’, without  being too ’cozy’. The tonality feels ‘visionary’ and ‘contemporary’ without getting ‘intense’.

Music  reference 2
This reference is the track Canone Infinito by Lorenzo Senni. It's a piece that is ‘aspirational’ yet ‘profound’. And ‘confident’ and ‘thorough’ without being ‘decorative’ or too ‘playful’. An ‘engineered’ approach that has ‘momentum’.

Music  reference 3
This reference is a snippet of a track for M+ Museum in Hong Kong, by Fredrik Folkestad. It has a ‘presence’ with ‘weight’ and ‘calm’ to it. The track is accompanied by an ‘aspirational’ and ‘smooth’ melody. 

Music reference 4
This reference is the track Digital Pulse by Clint Gomez and Michael Scherchen. The track has a ‘visionary’ mood with a ‘driving force’. It's ‘confident’ with a built in ‘momentum’.

Voice over guidelines

We encounter voice, speech and use of voice over in many ways, from video productions, presentations, events and interviews. Voice is a powerful tool to build on our brand values.

These guidelines help us to navigate vocal qualities like tone, rhythm and texture to fit into the Scania brand. For the tonality in manuscripts or spoken word, read the tone of voice guidelines.

The guiding principles for voice over needs to be used differently depending on context and who is speaking, and how used the speaker is to take direction.

The principles are to be seen as directives for the voice over, across platforms. It can be used as briefings for voice actors and agencies. Depending on the production, and the context it is to be used, the principles may be weighted differently.

In the cases where we interview “real people” our main aim is to stay true, authentic, and not too staged – we let the experts do the talking. These principles can be used to coach the people talking, or as guidance for the interviewer. However, be mindful about the situation and make sure to not oversteer the situation.

Voice over principles

When putting the sonic principles in practice through voice, we have a set of guidance points and do’s and don’ts how to do so. 

Our voice is clean and clear and conveys expertise. It has confidence and speaks to the point.

- Confident
- To the point 
- Purposeful 
- Clean

- Shy, gentle 
- Verbosity 
- Harsh, hoarse 
- Strong English accent 
- Too polished, staged

Our voice is humble and authentic and communicates trust. It is calm, with presence and depth.

- Calm
- Profound
- Sympathetic
- Sincerity, authentic

- Light, thin, weak
- Artificial
- Excessive

Our voice is positive and carries energy. It is inspiring yet steady, with a sense of aspiration.

- Aspirational
- Energy
- Inspiring
- Steady pace

- Monotonous
- Melancholic
- Fast


Voice reference 1
This example is a woman around 40-50 years, her voice is calm, and sympathetic, with a steady pace. 

Voice reference 2
This example is a man around 35-45 years, his voice is calm, present and clear, with character and humbleness.

Voice reference 3
This example is a woman around 40-50 years, her voice is calm, present and clear, with character and weigth. 

AI-generated voice

We suggest to primarily use actual humans to record voice overs, but there may be situations where we must utilise voices generated by artificial intelligence (AI), for instance, text to voice systems or Synthesia.

AI voices are tools designed to mimic human speech. Despite the intention to sound human, there is a possibility that the voice may appear robotic and stilted. The way the voice sounds and its manner of speaking may significantly influence how stakeholders perceive it.

Therefore, be careful when selecting a voice and make sure it matches our sonic identity. Adhere to voice over principles and directives, and ensure to use a voice that sounds natural and realistic. Write the script so that it feels easy and natural to say, not like machine.

How to pronounce Scania

Scania derives from the Latin name of Sweden’s southernmost province Skåne and is is pronounced /'ska:niə/  Click to listen to how Scania is pronounced.

Sonic assets

Below are a selection of ready-to-use sonic assets, designed to articulate our sonic concept and principles through sound. They can be used as is and may not be replaced or tweaked in any way.

There are also separate parts and stems of the sonic theme for added flexibility.

Login required to download

Please note that you need to be logged in with your Scania account to download the sonic assets. If you cannot see the download button, click the blue button in the header to login.

The Scania sound logotype

Our sound logotype is the auditive equivalent to our graphic logotype. As such, it’s an important brand carrier, designed to create the right associations and to strengthen the brand experience in an extremely short amount of time.

The sound logotype is composed of the same parts and instrumentation as the theme (primarily the rhythm stems) – this to create a coherent and strong brand experience.

The sound logotype can be used stand-alone (e.g. in a digital product) or together with the theme and other content (e.g. a brand video). But it should always be treated as respectfully as the graphic logotype. In other words, it may not be replaced or adjusted as one see fit.

Our sound logotype is designed to harmonise with our animated logotype but stands well on its own.

Sound logotype
The sound logotype is our unique audio signature that helps to reinforce brand identity.

Animated logotype with sound
The combined motion and sound logotype to be used as end logotype.

Sonic theme

Our sonic theme is the musical embodiment of our sonic concept and principles. In other words, it’s composed to convey a general feeling of ‘advancing with presence’ while also being defined by its precise, present and driving characteristics. 

Sonic theme
This is the full length (3 min) version of our theme that is our own tailored music working as a brand carrier. 


The sonic theme is available in shorter (~1 min) versions with different moods.

Low intensity
The low intensity version is suitable as background music for interviews or instruction videos. 

Mid intensity
The mid intensity version can be used for occasions at the heart of Scania, like a brand video or similar. 

High intensity
The high intensity version can be used for launches, product videos and other high impact cases.

Parts and stems

Our sonic theme consists of parts and stems. The parts are the different sequences of the theme; the intro, the verse, the break, the outro, etc. The stems are the different elements of the theme; the rhythm, the bass, the melody, the pads, etc.

Parts and stems exist to make our theme as flexible as necessary, allowing us to adjust length, intensity and tonality to our message, context and purpose.

Different parts and stems have different characteristics that embody different aspects of our concept and principles to different extent. This can be used to emphasise certain aspects in certain situations and create a rich and full experience in others.

Please note: The stems are available to be used by professionals with the appropriate training and experience.

Working with the stems

There are two types of stems available to work with; full version stems and loopable stems. Depending on the needs of flexibility, you may choose the appropriate type of stems to work with.

Full version stems is the sonic theme at its full length, divided into instrumentation groups. This type of stems is useful when you would like to use the full version or parts of the sonic theme, but want to adjust different instrumentation groups. 

Loopable stems is a more modular process of working. The stems are divided into detailed sound files and separated instruments, and are made to loop and sequence after one another. With this type of stems you can produce new versions of the sonic theme in a very flexible way. It is recommended to only work with the loopable stems with relevant sound editing competence.

Please note: The stems are available to be used by professionals with the appropriate training and experience. Work with the stems in appropriate audio editing software and layer the stems in individual tracks.

Concept in practise

Below follows an example how the concept works in practise, through different elements of the theme. This can serve as a guidance when working with the stems. 

The calm and steady yet intricately produced rhythm evokes precise and purposeful motion. A thoroughly engineered truck on the road, if you will.

The synth bass adds depth, drive and momentum to the mix. It’s a confident and straight-forward melody, yet optimistic and visionary in character.

The melody brings in organic presence, contrasting nicely to the more driving and electronic elements. A hint of the person behind the wheel or the desk.

Our bigger purpose is most present in the pads, profound and aspirational in tone, with a sense of depth and weight to them.

Sonic theme as stems
This is the full length version of our theme with the different stems (instrument groups) separated for individual mixing.

Sonic theme loopable
This includes more detailed loopable stems with each instrument as separate sound files. Very flexible — for the advanced user only.

Event assets

Ready-to-use assets for both physical and digital events. The countdown is a 15 minute soundtrack to be used prior to an event, to create ambience and anticipation. It can be used as whole, or edited to start from a specific time stamp.

The event intro is a 15 second asset that is used to get attention, when the event starts or when the keynote speaker enters the stage.

The two assets can be combined, and are also available with a custom animation. The reveal is an alternative version of the intro with a higher intensity and a longer reverb.

A 15 minute track to be used before an event starts.

wav and mp3


Event intro
A 15 second long introduction.

Countdown + Event intro
The countdown transitions into the enter stage asset. 

A special version of the intro with higher intensity.

wav and mp3


PowerPoint pptm


On-hold call

The on-hold call asset can be played to a caller who is waiting on hold during a phone call, to indicate that they are still connected and will get assistance soon. It can for example be used in a switchboard for customer services lines. 

On-hold call
The on-hold call asset is loopable and seamless.

UX sounds

A selection of UX sounds for digital and app purposes will be available within short in the Tegel Design System.

Please note: These UX sounds are not for in-vehicle usage.

Confirmation 1
The confirmation sound confirms the successful execution of an action.

Confirmation 2
The confirmation sound confirms the successful execution of an action. Alternate version.

Notification 1
The notification sound is available to get the user's attention and help guide their focus.

Notification 2
The notification sound is available to get the user's attention and help guide their focus. Alternate version.

Error/cancel 1
The error/cancel sound indicates that an action was cancelled, not successful or that an error has occurred.

Error/cancel 2
The error/cancel sound indicates that an action was cancelled, not successful or that an error has occurred. Alternate version.

Haptic tap
The haptic tap sound is a tactile feedback to confirm user interactions.

Refresh pull
The refresh pull sound confirms the user's action of pulling down on the screen to refresh content.

The scroll sound is a feedback that confirms the user's action of scrolling. This preview is an example of the scroll in a sequence. The scroll sound is available as a individual sound for implementation.

wav and mp3


More information

Sound may be used in different contexts and situations, e.g. during events and in films. Below you find links to read more about these areas. 

If you have any questions, contact Scania Identity Helpdesk for support.