Media Portal

Media Portal

Independent companies

It is important for both Scania and our partners (independent distributors, dealers and workshops) to create the right balance between Scania’s visual identity and those of the partner companies.


Product identity versus company identity

There are several reasons to separate the Scania logotype from the name of the independent legal entity, the partner company. 

Out of legal reasons it is important to use the logo/graphical profile of the marketed offering and the actual company name/legal entity in the right situation.

A logotype/graphical profile is used in marketing to represent and promote the products and services of the brand in question. In all communications produced by an independent authorised Scania dealer, the Scania logotype represents only the Scania product and services.

The sender of the communication is not Scania but the dealer. Therefore, on invoices and similar documents, it is important to state the correct company name of the dealer, the legal entity.

Appropriate distinctions between the product information and the company’s identity must be maintained. This is created visually by separating and noticeably varying the respective sizes of each logotype. These distinctions are especially important on stationery, particularly with regard to letterheads and forms involved in clearly legal matters, e.g. invoices and order forms.

An independent company may not use the Scania trademark as part of its own corporate name or identity. Neither may the name Scania be used in the web top level domain, in the sending email domain, social media name or similar.

Before any commercial use of the Scania logotypes as shown on this page, the user must sign a written contract linking it to the authorised Scania organisation.


Independent dealers should use signage from the global Scania signage assortment to show that they represent Scania. 

  1. Multibrand - wall signs
    For Scania dealers also representing other brands, Scania signs may be combined with signs for other brands as long as they are cleary separated from each other. If possible, it is preferable if the signs are placed in opposite corners or on different walls of the premises.
  2. Multibranding signs
    In the Scania global signage assortment there are also multibranding signs available. The signs are designed in a modular system with the Scania logotype in the top part and replaceable panels beneath.

Reception area

The Scania facility is one of the most common and important places where our customers meet the Scania brand. To secure a harmonised and good brand and customer experience it is essential that Scania standards and guidelines are followed when designing the facilities.

For dealers representing both Scania and other brands, the Scania guidelines should be followed as far as possible. The different brands are kept apart as much as possible, e.g. through separate receptions or desks. No products or communication must be mixed. Consumables, parts and accessories on display should be placed on separate shelves and in separate bins. Marketing material should be placed in separate brochure racks.

Business cards

On business cards it may be appropriate to emphasise the product. The distinction between the product and the dealer is represented visually by noticeably varying the respective sizes of each logotype. Whether it is more important to highlight the product or the dealer will vary for different companies and in different situations.

  1. Business card with dominant product identity. 
  2. Business card with dominant company identity. 
  3. Business card with dominant company identity and several product logotypes.

Letters and envelopes

  1. On letterheads and forms, e.g. orders, invoices, etc., the Scania trademark may be used only provided that the independent dealer’s identity is so clearly dominant that there can be no doubt as to who is legally responsible.
  2. On envelopes, the dealer’s identity should normally be dominant. For product-related activities, the Scania identity may be given a more dominant appearance. However, the Scania and dealer identities must not be mixed.

Invoices should follow the standard for invoicing, a document describing the requirements and recommendations when it comes to the layout and content of customer invoices issued by a Scania authorized dealer or workshop.


Scania as main logotype

When Scania is the main logotype on a vehicle, the vehicle must always be white. Sticker and text are Scania blue and the Scania logotype is in full-colour.

The Scania logotype must be placed on the vehicle where it is suitable, depending on the design of the specific vehicle but always in the corresponding place on both sides of the vehicle. The vehicle must always be kept clean and the decorations in good order.

All Scania stickers must be ordered via the B2B webshop and it is not allowed to produce locally.

Full-colour horizontal lock-up logotype is used for the side of the vehicle. The vertical lock-up logotype is used for front and back.

When Scania is the main business, the Scania logotype must be dominant and all other logotypes (e.g. sub-brands or dealer logotype) must be smaller than the Scania logotype.

The Scania Assistance sticker may only be used by markets connected to Scania Assistance. Please contact Scania Assistance for more information.

All items shall be ordered and delivered through the Scania B2B Webshop for Business units and dealers. Log in with your XDS account to view the assortment. All employees at captive units have a view only account as default. To be able to place orders an order access is requested via ScaniaNow.

Employees at Independent Scania units need to apply for the view and order access in ScaniaNow.

Dealer name as main logotype

All Scania stickers must be ordered via the B2B webshop and it is not allowed to produce locally. The Scania logotype must be represented equivalent in size as the logotypes of the other brands.

Co-branded ads

Scania versus independent company as dominant identity

Scania assets such as templates, typography and colours may only be used for promoting Scania products and services and when Scania is the dominant brand. In this case, the dealer's trademark should always be secondary and in one colour, Scania Blue or Scania White. 

For situations where the independent dealer's identity is dominant, the Scania assets and design should not be used. The distinction between the product and the independent dealer is represented visually by noticeably varying the respective sizes of each trademark.

  1. Ad when the identity for Scania is the dominant
    Logotypes for subbrands should always be smaller when Scania is the main sender.
  2. Ad when the identity for the independent company is the dominant
    The Scania logotype must be represented equivalent in size as the logotypes of the other subbrands.


The basic principle for distributors and dealers representing several brands is to keep the different brands apart. Each brand is to be marketed and communicated using the graphical profile of the specific brand in question (independent/non-captive distributors/dealers may also use their own graphical profile).

This means that in any Scania channel, like Scania website or Scania social media – or when using Scania templates for brochures, ads etc. – only Scania content is allowed. That is, only Scania products and services – and related products and services (like VRS) – may be promoted when using Scania’s graphical profile and Scania channels and templates.

For other (vehicle) brands, the graphical profiles of those brands should be used. Alternatively the graphical profile of the independent distributor/dealer, if it is not a Scania-owned distributor/dealer.

A Scania branded mobile page with Scania content.
A dealer page with Scania content only.
When using Scania's graphical profile only Scania content is allowed.
Use the unique graphical identity for each brand.
The dealer's own identity can also be used.
When marketing other brands - Scania's graphical profile may not be used.

Signage and logotypes

The general rule is to keep the different brands apart as much as possible (e.g. place signs on different walls, marketing material and display products on separate shelves etc.).

For dedicated Scania distributors/dealers, Scania must always be the dominant brand (the biggest logotype).

For multi-brand distributors/dealers the general rule is that the size of the logotype/exposure of a brand should be proportional to the size of the business for that brand. So, if Scania is the main/dominant business, Scania should also be the dominant brand.


For maximum recognition and a coherent user experience, all Scania distributor sites are 100% Scania branded (applicable for both captive and independent distributors). Only Scania brand assets are allowed and only content about Scania (products and services) must be published.

For a coherent user experience when visiting also Scania dealer websites, a unified dealer header must be used, as illustrated below. Read more in the section digital applications.

The dealer logotype is placed in the upper left corner. If the dealer does not have or want to promote its own logotype, it is replaced by the dealer name set in Scania Sans Headline Regular. Scania’s horizontal lock-up logotype is placed in the upper right corner. The lock-up logotype is used to signalise dealer site.

When scrolling down, the Scania horizontal lock-up logotype should prefarably be replaced by the Scania symbol in the upper right corner and the dealer logotype by the main navigation.

The easiest way to achieve correct Scania branding is to use the Scania ComOn concept (Scania’s global Content Management System, CMS) or Scania's digital design system Tegel.

Please note that only content regarding Scania products, services and related offerings may be published on Scania branded websites (but not content regarding other brands).

Independent dealers and workshops may not use Scania in the web top level domain.

For example, Scania is not allowed to be used as:
Instead, Scania is preferably used as:

For mobile / tablet devices, the dealership logotype is the primary sender, placed top and center. The Scania symbol is placed in the upper right corner and the Scania wordmark is placed bottom center as the final sender.

Multi-branded distributors and dealers

Multi-branded independent dealers and distributors, representing and promoting both Scania and other brands, must use their own website concept. In this case the following principles apply:

  1. Do not simulate a Scania branded website, instead use own website solution, design and brand assets.
  2. Do not use the Scania logotype (or the Scania wordmark or symbol) as the source of communication on the website. The main logotype should be that of the distributor/dealer.
  3. Only use the Scania logotype as part of the website content - to show that Scania is represented by the distributor or dealer. Here the vertical lock-up logotype is the primary version to use. The horizontal lock-up logotype may be used as alternative. Only using the Scania symbol or wordmark is not allowed.
  4. For more information about Scania products and services it is advisable to use a link to the national Scania distributor or the global Scania website. Information about Scania products and services may only be published on the dealer site if there is a well-functioning routine to keep the information updated.

Please note!

When linking to a national distributor or the global website, this website must be opened in a new window or tab.

On multi-brand websites the Scania logotype must not be used to brand the site. It can only be used to represent the products offerted.
Website with the dealer's own identity


Independent companies may not use "scania" in the sending email domain.

For example, the following set-up is not allowed:

However, the following set-up may be used:

The Scania logotype may be used in the email signature, to show that the company represent Scania (and market Scania products and services). The independent company’s own logotype must then be clearly separated from the Scania logotype (follow the rule of “free space” according to the logotype section). See the guideline for email signature for more informaiton and examples. 

Social media

Social media such as Facebook, Instagram can be an important channel to reach customers and other stakeholders and start a dialogue. It is also a way to share content from the corporate channels.

Independent dealers should use their own brand, logo and name on social media.


To convey trust and make the dealer staff easily identifiable, staff members who have contact with customers or other visitors shall be uniformly dressed in garments with the company name or logotype and/or the Scania logotype (symbol, wordmark or lock-up logotype). More information is available in the Scania Workwear - Brand and Design Guideline.

A multi-brand dealer may choose to have only the company name/logotype on the garments and/or the logotypes of the represented brands. If several logotypes are to be applied, they must be clearly separated from each other. To avoid a cluttered impression it’s recommended to not have more than three different logotypes on the garments.

Promotional items

All Scania-branded products are handled by the department Brand Assortment at Scania headoffice in Sweden, in collaboration with a global merchandise partner. No local production, nor co-branding is allowed on Scania-branded products.

More information is available on the merchandise page.

Scania merchandise can be ordered by the Scania network in the B2B webshop.

Google My Business

Search related result pages such as Google My Business, and Baidu should also be considered an important part of the overall brand experience online.

Important to know is that information presented in Google MyBusiness must be “claimed”. An unclaimed Brand information can be edited and changed by anyone.

What does claiming your business mean?

Google My Business is a way for local businesses to ‘claim’ their business name, location and other information on Google. This means when local customers search for words associated with your business, Google is likely to show them your business – along with important information like contact details, directions, a clear link to your website and a ‘click to call’ button.

Why claim your business?

Some benefits include:

  • Google has more of your business information on record, which means it’s more likely to show you as a search result
  • Online users can find your business information more easily
  • Your business will appear when customers search using Google Maps
  • You can control what information is shown about your business
  • No other business can ‘claim’ your business address or name

How do I claim my business?

The first part of claiming your Google My Business listing takes a few minutes. After you’ve claimed your business, you can use the free tools and the profile Google provides to improve your appearance in search results.