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Interior Identity

This guideline describes the interior design concept of the customer reception, retail shop and the back-office areas at Scania dealers and workshops. The design concept is standard, based on requirements connected to the Scania brand identity and safety, health and environment.

The interior identity guideline shall be implemented in the facility projects when building new facilities or refurbishing existing premises.

By using this guideline the planning and implementation of the interior will be more time and cost effective, and it will also make the communication with architects and contractors easier.

The complete guideline available on Teamroom (link below) also includes layouts etc.

Interior concept

Connecting the exterior and interior is part of developing one coherant image of the Scania brand. The whole interior: furniture, lighting, reception desk and brand wall, should convey the feel of Scania and its brand values – pride, trust and progress.

The experience made through touch, smell, sound and sight and by keeping the premises tidy should leave a positive impression that stays with the customers even after they have left the building. 

Trust is translated into high quality in materials, aesthetics, comfort and ergonomics. Transparency shows a generous and honest company, with nothing to hide.

Scania plays a great part in the Swedish industrial history and heritage, based on a combination of traditional quality and innovation. Materials should be honest and durable, made to last over time, the design should be simple, clear and of high quality, the lines robust. 

Developed on factors of identity and functionality, the concept is made to be long-term as well as contemporary. It allows continuous change by adding and altering components, in order to stay up-to-date.


Customer experience

The communication of the Scania core values: customer first, respect for the individual and eliminate waste can be secured when applying the this guideline to all of Scania’s dealers and workshops.


Modular reception and shop systems, different heights in seating, etc make up a flexible system for combining branded environments depending on site and demands.


The concept is set up in such a way that it easily can be tailored for different cultures and budget circumstances. A limited, but versatile material palette makes it easy to alter furniture in order to achieve the right look and function after individual wishes.

Functionality and design

The Interior Identity concept has been developed  fully for the needs and demands in service, support  and sales at a Scania customer center. Solutions are unique.


The life-cycle costs are decreased when using high-quality products. Money and as well as time is also saved through using these guidelines, as it shortens the building and ordering process.


The Interior Identity concept is a guideline for all building projects, both internally and in communication  with external consultants and project managers.


Scania strives to minimise the environmental impact of its products, both during manufacture and during use. We take into account the environmental effects throughout the entire life cycle.

Environmental ambition has been high in terms of striving for longevity in durability and aesthetics,  using genuine and renewable materials, and optimising  material use through flexibility and modularity, as well as a limited material palette.


Ergonomics means adapting the work environment to the person doing the job. It promotes health and safety in the workplace and optimises productivity. Above all this, caring about ergonomics show caring  for people.

The different ergonomics handled in the customer center mainly deals with desk work – using a material for desktops which is lenient on the eyes, using height-adjustable desks and optimising  the measurements of the reception counter to fit both work at the computer  and providing  service to customers. 

Focus areas

Reception area

The main purpose of the reception area is to greet the customer when entering the facilities. It should also provide service and information, as well as  act as a shop register.

Make sure the area shows its very best, by keeping it clean and uncluttered, providing the correct signage and lighting it well.

The reception desk should be located straight ahead from the entrance, with the Scania brand  wall directly behind it.

The white wall next to the brand wall is dedicated to local diplomas and- plaques. Be selective in what you mount, and use proper framing and hanging methods. Do not place your planning board here.


The shop provides customers with Scania parts, accessories and merchandise. With the correct placement and assortment, it is a possibility to build brand awareness, but also generate extra income.

Location of the shop area should be close to the customer waiting area as well as the reception.

Lighting is very important in the shop environment to lead the customer in to the shop area, as well as highlighting the products.

Always make sure the shop is kept neat and tidy, shelves and hangers hold the right amount and type of products, that clothes are hung or folded neatly.

  • Remove products without trunover or that are out of season
  • If a product isnt selling - try moving it to a different spot
  • Remove clothes and branding products from plastic
  • Fill bags etc with material to make them bulky
  • When displaying items in gift boxes (watches, sunglasses, key rings etc) – always keep at least one box open so that the customer can see the product.
  • Try to always have one product of each size available on the shelf in your shop
  • Make sure the shelves are frequently cleaned and look tidy.
  • Volume sells! Make sure to fill upp the shelves
  • Spotlights are good for making the products “pop” and stand out

Customer waiting area

The customer waiting area serves customers waiting for vehicles to  be repaired. It can also be used for informal meetings between customers and staff. 

The atmosphere needs to be comfortable, with access to warm and cold drinks, TV, magazines and comfortable seating.

The customer waiting area should be located to the side, with visual contact with both reception desk and shop.

The customer waiting area should always be placed so that natural daylight is possible. Artificial lighting should be warm and inviting.

Sales station

The sales station is a mix between sales office and smaller conference room, used for inhouse sales discussions and holds all information needed to display vehicle and service options. 

The sales station should be easy accessed on the ground floor, with possibility to be closed off for privacy.

The type of furniture should be closer to that of conference rooms rather than offices – a round table and 2–4 conference chairs upholstered in either fabric or leather.

Conference rooms

The design of the conference room is similar to the sales station, but is larger in size and equipped with the basic technical aids needed for general meetings.

It is preferably located on the first floor, adjacent to offices.

Extra consideration should be taken to flooring, lighting and accessories, to create a comfortable environment.

Use textil or woven vinyl carpeting and combine general lighting with suspended armatures.

Back office

The back office is a part of the reception area, and should be located in connection with the reception desk, preferably directly behind the brand wall.

Back office work stations are placed in open office solutions, with work stations generally in groups of two. To provide some level of privacy, table mounted screens are available.

Finish of the furniture in this area should be high. Make sure to keep back office work stations tidy, and avoid clutter and excess personal belongings, in order to give a professional impression.


The canteen is in some instances accessible for customers, and should therefore be part of the customer service area.

It should preferably be located on the first floor, with natural daylight and overlooking the workshop.

The canteen should always be kept neat and clean, without clutter. Floor should be ceramic tiles and furniture materials easy to clean. Make sure to keep tables tidy and put magazines in stands.

The environment should be well lit using general lighting combined with suspended armatures hung on different heights to create a dynamic and interesting environment.

Drivers’ over night room

The drivers’ room is reached by a separate entrance, located nearby the customer centre entrance. It is accessible to drivers who have to wait long hours or over night and wish to rest while their truck is being repaired.

The interior is simple, but should be kept clean and tidy. Although it is not a general public area, it should communciate the Scania brand values. Care for the customer is vital.

Materials should be of high quality, durable and easy to clean in order to present a neat impression for every new driver.

Changing rooms

The main focus for design of restrooms and changing rooms are that they are percieved as functional and clean spaces. Materials should be of high quality, durable, easy to maintain and clean. Good lighting is important for the impression of cleanliness.

The changing rooms shall be divided into two sections, one “clean” and one “dirty” section.

In the changing room, use ceramic tiles for floors. A grey tile with grey seams is practical.

Walls may be painted white, preferably in a higher shine value to be easy to clean. For walls in shower rooms, use white tiles.

Rest rooms

Like changing rooms, the main focus for design of restrooms are that they are percieved as functional and clean spaces. Materials should be of high quality, durable, easy to maintain and clean.

Use ceramic tiles for floors and walls. A grey tile with grey seams on the floor and glossy white tiles with light grey seams on wall are practical and give a neat impression. All fittings should be brushed stainless steel.

Make sure to provide good lighting in rest rooms and changing rooms. Check several times a day that restrooms are kept clean and fresh, especially if they are for public use.

Interior signage

Interior logos

Display of the Scania logotype and symbol should always follow corporate identity manuals. It is also important to consider factors such as size, location, quantity and light.

The Scania brand wall is designed to fulfil the wanted representation of the Scania logo – placed at eyelevel, in direct vision from the entrance, it presents the customer to the brand.

The Scania brand wall in glass is placed behind the reception desk, to welcome visitors into the interior in a professional manner.

Informational and directional signage

Above the reception desk, lighting is combined with informational signage in order to reduce the amount of objects hanging, at the same time providing sufficient task light at the work station. The signage system is designed to cover the basic needs of informational and directional signage at the customer centre.

There is a variety of suggestion sign layouts for different purposes. These have to be produced within each local project. Large size wall mounted and suspended signs are used in combination with arrows to guide customers to the correct function.

By doors, smaller signs with pictograms or text can be used to inform customers what is behind, these are to be used mainly at public functions like restrooms or conference rooms.

By sales and other office rooms, preferably post a sign with name of staff. Depending on size of the dealership, larger summarising signs may be used to guide customers to the correct person. All informational and directional signs are lacquered matte dark grey with silver lasercut graphics in the Scania Sans (regular) typography.

Display interior

The Scania identity and display material is used to achieve a professional, clear and easily identified Scania profile.

The material may be used by Scania representatives (e.g. dealers and workshops) in their premises, during activities, events and similar. These items are for internal use only and are not to be sold to end customers.

Scania Corporate Identity product assortment includes material for indoor and outdoor use, such as flags, sunshade, display stands, signs, banners, roll-ups, brochure racks, conference materials, stickers, bags etc.


Make sure to keep campaign graphics updated and remove those out of date to keep the interior uncluttered.


Lighting influences the way we percieve an environment, and is therefore an important part of architecture.

Especially in retail environments, light can be used to direct focus and attract attention to desired points – whether it is a product you want to sell, or a reception you want to direct customers to.

There are three main kinds of light effects to use when planning. These are ambience lighting, highlighting and sharp detail lighting. The different types of lighting are obtained by varying the amount of light and kind of armature.

  • For a good general ambience lighting, an average illumination level of 500–800 lux should be obtained. The light temperature in the immediate entrance zone, corridors and restrooms can be cool, 4200 K.
  • In the customer waiting area and at the reception desk, the light should be warm and inviting to create a relaxed and pleasant atmosphere. Illumination level should be 650 lux and the light temperature 3000 K.
  • At the reception desk, additional working illumination is needed. This is best obtained by using the suspended lighting suggested in the interior program.
  • An example of sharp detail lighting is in the shop area. Products on display in the shop should be lit by spotlights for effect, emphasis and accentuation. The light should be warm, e.g. 3000 K and the illumination level high, around 1000–1200 lux.
  • Illumination level in offices should be 500 lux.


The material choices have been derived from the perception of Scania, and make up a limited but flexible palette. All materials are chosen to be of high quality, easy to maintain and last for many years of use, both visually and practically. Make sure to use the recommended materials or materials that are equivalent in colour, structure and quality.

Simple white walls and ceiling provide a neutral and sophisticated base to the interior program, as well as reflects and spreads natural and artificial light. Subtle and elegant dark grey tones in wood and stone, together with shiny metals and accents in bright red form a distinct and simple platform for the Scania brand. 

Flexibility is key – materials that are easy to get hold of, floor materials for a number of different needs, a variety of upholstery fabrics to choose from depending on situation.

When talking about materials, there is also the different experiences to consider. Painting a wall in Scania blue does not give the same impression as translating it into blue glass, which with its shiny surface and depth gives associations to the sky.

Interior material and colours


Ceiling shall be white.

Recommendation: Acoustic panels Ecophon Focus Dg, 2400 x 600 mm. Orientation of boards should be leading towards reception desk. If lighting rails are used, these should be placed in joint lines.

Walls and skirting

Walls shall be painted white.

Recommendation: e.g. NCS 0500-N, shine 7 for walls e.g. NCS 0500-N, shine 40 for skirting.

Doors and framework

Doors and framework of glass partitions shall be matte dark grey (e.g. NCS 8500-N).

Recommendation: System walls Moelven Eurowand Glass Front. 

Textile carpeting

Textile carpeting is favorably used in conference rooms and offices for noise reduction. 

Requirement: In this instance, the carpet shall be darkgrey and wall-to-wall. Tretford Plus 512 Dapple Grey.

Floors in all public areas shall be beige ceramic tiles, e.g. NCS 3010-Y20R. Tiles shall be square and layed in a  perpendicular grid in reference to the entrance facade.

Recommendation: Floor Gres, Chromtech Warm 2.0, 400 x 400 mm  or 600 x 600 mm for public areas.

Floors in restrooms and dressing rooms shall be grey  ceramic tiles, e.g. NCS 7500-N. Tiles shall be square and layed in a  perpendicular grid in reference to the entrance facade.

Recommendation: Floor Gres, Chromtech Warm 4.0,  200 x 200 mm for restrooms.

Reception desk and back office

Work stations shall be blonde wood.

Customer waiting and sales station

Table tops shall be white.

Conference room

Table tops shall be white or blonde wood

Office storage and shelving

Shall be dark grey or blonde wood.

Back office table stands

Shall be dark grey or silver.


Work stations and back panels of shop interior shall be blonde wood. Orientation of wood should be horisontal / length-wise.

Construction board

Reception and shop interior shall be ingrained, black mattelacquered MDF.


Off white curtain textiles.

Recommendation: Svensson Markspelle Karat 3020 (off-white) for curtains where sunlight and insight needs to be limited. 


Metal parts in shop shall be black (e.g. RAL 9021, NCS 9500-N).


Treatment of shelves and shop fittings shall be silver.



Recommendation: Elmo Soft VII 99999 (black) for upholstery of lounge chairs and conference chairs.


Dark grey textile for lounge chairs and sofas.

Recommendation: Kvadrat Hallingdal 180 (dark grey) for upholstery of lounge chairs and sofa units.


Dark grey textile for lounge chairs and sofas.


Kvadrat Remix 183 (dark grey) for upholstery of office chairs and conference chairs. Can also be used for work station partitions.


Red textile for conference chairs. 

Recommendation: Kvadrat Pro 2 193 (red) for upholstery of conference chairs

Customer experience

Scania is a premium brand, meaning that everything that we do and deliver always is on a high standard offering high customer value.

The brand values, Pride, Trust and Progress, are the emotions we want to achieve, what we want people to feel about Scania, and experience in every encounter with Scania.

It's affected by our products and services, our behaviour, the interior design and standard, but also the details. Make sure that the interior always is welcoming and professional. That everything is functioning, clean and in good order.

  • Set up cleaning routines. Clean shelves and furniture regulary
  • Check marketing material so that it's up to date – remove outdated material to avoid a cluttered impression
  • Check that coffee machine etc. works
  • Make sure that staff is friendly and professional
  • Use graphic profile correctly on all material
  • Remove assortment from the shop that isn't selling or is out of season

Need help?

Concerning facility production and workplaces and offices respectively, please see the links below for more information.