Naming
Descriptive and semi-descriptive names are easy to communicate and do not need legal protection. They are branded by putting the Scania name in front of them and by always using Scania’s unique typography, Scania Sans. This policy avoids duplicated efforts, makes it easier to understand what Scania offers, and strengthens the brand.
A commercial designation may be justified if it can be proved to influence the company’s ability to command a premium price. Such a name should be expressive, recognisable as typically Scania and easily accepted on the market. Creative names for new products should be restrictive. Campaigns will be the basic method to commercialise new features.
Special combinations of products and services that are marketed internationally carry the same name in all markets. More generic products and services of the sort that every supplier offers may have their names translated into local languages. However, the translated name must be a faithful translation of the original English name defined by Scania Head Office. Examples are “Scania Parts” and “Scania Vehicle Accessories”.
Principles for naming
The following principles are guiding naming at Scania:
- Strengthen the brand
- Follow Scania naming strategy
- Express customer benefit
- Descriptive (transparent)
- Follow industry practice
- Consistent (in context)
- Associating right
- In short but avoid abbreviations
- Sound good and easy to say
- Modern language (morphology)
Writing rules and naming principles are managed by the Scania Designation Committee. The committee has the responsibility to strengthen the Scania brand by steering the organisation with relevant marketing and commercial names and designations in accordance with Scania’s naming strategy.
Topic proposals for the Designation Committee can be sent to identity@scania.com.
Type designations
For all type designations there are rules for how they should be used and written, which should be followed consistently. It is adapted with regard to external and internal target groups. In many contexts, parts of a complete type designation may be omitted
- Range (The Scania truck range)
- Series (L-, P-, G-, R- and S-series)
- Model (25 L,480 G, 620 R, 560 S, etc.)
To specify the vehicle range in all external communication we use the expressions L-series, P-series, G-series, R-series and S-series or L-, P-, G-, R- and S-series written one at a time or in a group, only in this way and in this order.
When a short collective designation is needed, the expression LPGRS-series may be used.
The truck model is visually identified by the first four characters of the chassis type designation written in the badge on the front.
It's composed of the Cab type and Power codes, e.g. R 620 written with space after the letter. S cabs and the new 13-litre engine have a reversed naming order with the power code (hp) first, followed by the character for the cab type. Electric vehicles are distinguised by a two digit power code followed by cab type.
Standard 4333 describes how type designations shall be written and used internally and externally.
Naming
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