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All design at Scania supports our purpose – by enhancing the brand experience of Scania.

Design strategy

Design is one of the most powerful tools that we use to create the brand experience we strive for. A relevant and consistent experience of Scania supports us in building strong and lasting relationships with all our stakeholders. What this experience should be is defined by our brand platform.

The design strategy translates the brand platform into design and gives us a direction for the brand’s visual expression and its tonality.

Core principles

To strive towards our design vision, we apply a set of core principles to our design work.

Designing our experience

We use the design strategy as a guide for how design should support the experience of our brand, and we design with a balance between rigor and creativity to make the experience consistent yet alive.

Designing for relevance

We use design to deliver a brand experience that is relevant and meaningful for our intended target groups, answering to their true needs.

Designing purposefully

We use design with precision, targeted to where it has the most impact on our stakeholders. This ensures that we design for the right context, in the right channels and at the right time.

Design pillars

To achieve a coherent brand experience visually we also need to connect all design to the brand platform. This is done via the design strategy. The design strategy translates the brand values into three design pillars. These give us direction for the brand’s visual expression and its tonality and strongly influence the content in the Scania visual identity toolbox and design systems, e.g. for product identity and digital design.

Confident

We are a brand with a long and successful history as our foundation. This has given us a deep-rooted pride and understanding in what we do today and what we can achieve tomorrow. We are powerful and unafraid in our expressions.

Keywords:

Authentic
Building on our legacy and experience, we genuinely care for quality and consistency in everything we do, including design. We show real people, use real materials and we present real solutions that work. We never hide behind decorations or fluff.

Straightforward
Our design is simple and straightforward, taking complex problems and translating them into easily understood solutions. Our years of experience and understanding means we do not need to be elaborate or overly technical. This is expressed in everything from bold and short copy, to simple yet refined product design.

Reliable

Our brand is a mark of trust. Being a dependable partner to our stakeholders brings a sense of responsibility. This requires us to understand the unique needs of our customers – something that is reflected in our design through its calm and empathetic presence.

Keywords:

Precise
Being reliable is reflected in a structured and systematic approach to the way we work with design. We take great care to understand the needs of our stakeholders ensuring our solutions are never left to chance. We offer high-quality design by being effective and precise in how we fulfil our stakeholders’ needs.

Inclusive
The fact that our products are built for and loved equally by our passionate people, customers and other stakeholders, places high demands on how we approach design. Our design reflects our respectful attitude ensuring accessibility is at the heart of everything we do.

Progressive

Our brand has a long history of successfully navigating change. This has given us a progressive attitude that instils itself in our people, our products, our services and our design.

Keywords:

Intelligent
The intelligence, craftmanship and ingenuity that characterises our people as well as our products and services, is reflected in our design. We combine our insights with innovative thinking to deliver ingenious solutions – thereby offering dynamic, relevant and purposeful experiences that excites.

Agile
A versatile visual identity toolbox allows for our design to be both consistent and progressive in its articulation. This flexible identity framework enables our design to not only be current but to push boundaries, without feeling trendy or short-term.

Leveraging the design pillars

Living up to our core principles places high demands on balancing consistency with flexibility. By carefully leveraging our design pillars to guide and evaluate creative decisions, we can adjust our expression to enhance relevance for stakeholders across the shift, in different channels and contexts, while building a coherent brand experience in totality.