SAS Identity Manual

SAS Identity Manual
Foreword
Introduction
For over 50 years, the name SAS has been synonymous
with quality air transportation. Our logo is one of the
best-known in Scandinavia. As the cornerstone of our
identity and symbol of the SAS brand it embraces our
traditions, our service and the people who make our
organization the living, evolving entity it is.
As we continue to grow in an increasingly competitive
market, our identity takes on even greater weight.
It must set us apart from the rest, while symbolizing our
commitment to service and expressing our personality
and the position we want to achieve.
The identity described in this manual is based on
our tradition and on our Scandinavian heritage. It has
been designed to help us effectively develop and convey
a personality that is open and caring, innovative and
reliable.
For this identity to work, it must be applied consistently

and with care. In a way that maintains its authority
and protects its legal status, without sacrificing creative
flexibility.
Our challenge is to manage our identity to protect it,
respect its values, use it appropriately and build it into
everything we do. Only then will our customers recognize,
trust and identify with SAS.
The SAS management team fully endorses the
principles behind these identity guidelines, and the rules
and advice contained herein.
The management of our identity is part of a long-term
strategy to protect and develop our strengths, our customers interests and our values. In this respect, you have
an important part to play. The integrity of our identity is in
your hands. Please treat it with the respect it deserves.
Jan Stenberg
President and CEO
The SAS Group
SAS Identity Manual

Contents
Contents
Foreword
1 Identity program and structure

Identity program
The Scandinavian design platform
Brand structure
Naming structure
Trademark protection
How to use these guidelines
7
8
10
12
13
14
SAS Logo
Clear space
Clear space examples
SAS Logo reproductions and background control
Preferred sizes for print applications
Positioning the SAS Logo on printed matter
Incorrect usage
17
19
20
22
23
24
25
SAS International Logo

Clear space
SAS International Logo reproductions
and background control
Positioning the SAS International Logo
on printed matter
Incorrect usage
29
30
31
The Scandinavian Airlines wordmark

The Scandinavian wordmark
39
40
SAS Cargo Logo

Clear space
Background control
Positioning the SAS Cargo Logo on printed matter
SAS Pleasure Logo
43
44
45
46
47
48
Definition of Specified Business Areas

Background control
51
52
2 Masterbrand
3 SAS International Logo
33
34
35
36
4 Wordmarks
5 Sub-brands
6 Specified Business Areas
SAS Identity Manual

Contents
7 Graphic program core elements

Primary typeface Scandinavian
Secondary typeface Sabon SAS
Typography examples
Identity colors
Pictures
Poems
55
58
59
62
64
66
8 Star Alliance and partner airlines

Star Alliance
Joint partner logos
69
70
Stationery
Systemized usage of the SAS Identity Program
Applications
Promotional articles
Sponsoring and event marketing
Inflight items
The SAS Uniform Wardrobe and Workwear
Lounges
Ole, the childrens spokesperson
Signage
Ground equipment and corporate vehicles
Aircraft livery Boeing 737-600
73
74
76
78
79
80
81
82
83
84
85
86
Checklist
Coated color samples
91
93
9 Identity applications
10 Appendix
10
Identity program and structure

Identity program
Brand structure
Naming structure
7
8
10
12
13
14
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SAS Identity Manual
Identity program
SASs new identity is rooted in our history. We want to
convey the basics of Scandinavian design: simplicity,
functionality, informal elegance and a respect for
materials and resources. We also want it to clearly signal
two of our most important values: care and trust.
The new SAS identity program is based on a carefully
modernized logo, unique graphics and colors, as well
as our own pictures and poems.
Pictures are the ultimate language. They awaken feelings and curiosity. Pictures allow us to be more personal,
describe ourselves more clearly and accentuate our
Scandinavian profile.
What we refer to as poems are perhaps not poetry in

the traditional sense, but more in the form of a greeting,
a glint in the eye. They are a gentle reminder that SAS
is first and foremost about people our customers and
ourselves.
The SAS Logo, graphics, colors, pictures and poems
unite to create a strong, unique identity with possibilities
for many different forms of expression.
Graphics
Pictures & Poems
Colors
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SAS Identity Manual

The three Scandinavian countries, Denmark, Norway
and Sweden, have a unique common bond based on
history, language, geography, culture and lifestyle. It also
forms the basis of a Scandinavian character: informal
and unpretentious, straightforward and honest, modest
and with a lighthearted glint in the eye.
This is the way SAS should be, too, and nothing could
be more natural than for the Scandinavian way to be the
foundation of our SAS identity. A Scandinavian identity
that also reflects our values: caring and reliable, businesslike and progressive. Values that should be as appealing
to our customers in Scandinavia as those from other parts
of the world. A Scandinavian identity that is ours alone.
The difference between the seasons determines the

way we live. It gives us the possibility of varied forms of
expression, in feelings, colors and design.
A clear blue sky, a warm orange sunset, the subdued
colors of an autumn landscape, winter with every shade
of grey and sharp, dramatic contours. The seasons
and the Scandinavian landscape comprise an unusually
rich and varied palette.
Emphasizing the character of the various seasons
and utilizing the Scandinavian light helps us to create a
dynamic and unique identity.
There is a special characteristic that makes Scandinavian design unique: simplicity. Simplicity can be traced
1
SAS Identity Manual
to our history where scarcity of materials and other

resources forced us to simplify.
Simplicity characterizes the Gustavian style that today,
perhaps more than ever, is appreciated far beyond
Scandinavia. Simplicity and unpretentiousness are also
characteristics of the successful modern Scandinavian
design.
Scandinavian simplicity should not be confused with
meagre, penny-pinching or boring. It is rather a matter
of replacing continental magnificence and overstatement
with simplification and refinement. We have developed
an informal elegance that brings harmony to the eye
and rest to the soul.
The tradition of opening our homes to guests is something unique to Scandinavia. In most other countries
socializing, especially in the context of business, mainly
takes place in public environments. We Scandinavians
meet in the home. Or perhaps at a summer retreat,
something we have greater access to than most. It is
therefore natural that our lounges, airport interiors and
meals have a domestic, home-like touch. This creates
warmth and personality and separates us from the
almost formal character that dominates many of our
competitors.
1
SAS Identity Manual
Brand structure
The brand structure of SAS is developed in accordance
with the SAS masterbrand strategy as described in the
SAS Brand Book.
The general rule is always to use the SAS Logo or
the SAS International Logo.
Exceptions from this general rule are permitted for the
SAS sub-brands and Specified Business Areas specified
on the next page.
For guidance regarding the usage of the Radisson SAS
joint logo please refer to the Brand Book of Radisson SAS.
10
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SAS Identity Manual
The masterbrand logo of

Scandinavian Airlines System.
Referred to as the SAS Logo
in these guidelines.
Masterbrand logo
Masterbrand logo international version
Wordmarks
The international masterbrand logo for use outside of

Scandinavia and Finland and for
a limited number of specific
applications. Referred to as
the SAS International Logo in
these guidelines.
The wordmarks created for
selective use on corporate
material such as annual reports,
traffic documents e.g.
Logos of the two SAS sub-brands

and the Radisson SAS joint logo.
Sub-brand logos
The nine authorized Specified

Business Area logos.
Specified Business Area logos
SAS Commuter
SAS Component
SAS Flight Academy
SAS Flight Support
SAS Hosting
SAS Media
SAS Technitrade
SAS Trading
Scandinavian Airlines Data
Graphics for all other subsidiaries,

divisions, business units and
areas, departments, products,
marketing concepts and projects.
All other parts of the SAS business
SAS Abcd
Examples
SAS Business Division
SAS Business Lounge
SAS Oil Norway A/S
SAS Scandinavian Lounge
11
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SAS Identity Manual
Naming structure
In order to ensure conformity with the SAS masterbrand
strategy, a restrictive policy is applied in relation to
allocating SAS-specific names to offers, products and
service elements.
The basic rule is that offers, products and service
elements that are unique to SAS or sold to our customers
can be given an SAS-specific name if this is justified by
the market situation or communication requirements.
The name shall be based on the customers situation
and should describe as simply and clearly as possible the
offer, product or service element involved.
Unless the circumstances require otherwise, all SASspecific names should be in English.
Examples: SAS Business Sleeper, SAS Weekend.
The descriptive words it contains should be written in
upper and lower case (i.e. a capital should be used at
the beginning of each word). However, in cases where
names are in local language, the grammatical rules of
that language should be applied. E.g. SAS Easter Special
will be SAS Pskspecial in Swedish.
Products and service elements that are not offered for
sale but are provided as an integrated part of an offer or
12
a product should not normally be given an individual

name. An exception may be made if the offer is unique to
SAS or an individual name makes it much easier for the
customer to understand or eases the travel process.
Example: SAS Scandinavian Lounge.
Internal individual names, such as those of projects,
are permitted if the project concerned is major and if
such a name would significantly improve internal communication and execution of the project. Such names must
only be used internally.
Please note that SAS-specific names may not be used
in combination with any SAS logo. The SAS masterbrand
or sub-brands must always be the dominant feature of
an advertisement or item of promotional material, rather
than the product name.
All new names, even those used in local markets, must
be approved by STONO-B.
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SAS Identity Manual
SAS logos and wordmarks are trademarks used by SAS
to market itself and its services. SAS has exclusive rights
to these trademarks. This means that no one else may
use SAS trademarks for commercial purposes.
These exclusive rights, however, only cover SAS trademarks as they are represented in this manual. The correct
use in accordance with what is stated herein contributes
towards strengthening the SAS trademarks, which in turn
strengthens our exclusive rights.
SAS logotypes and wordmarks must therefore only
be used in accordance with the rules and guidelines contained in this manual.
SAS identity is also made up of an own typography,
own unique pictures and an own set of colors. The SAS
typography, covering the typefaces Scandinavian and
Sabon SAS, SAS corporate pictures and SAS Toolbox
pictures are the property of SAS and may only be used
by SAS and in accordance with the rules and guidelines
contained in this manual.
All unauthorized use of the SAS identity as indicated
in this manual, whether external or internal, should be
reported immediately to STONO-B.
13
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SAS Identity Manual

The SAS Identity Manual describes the basic elements
of the SAS corporate identity and provides detailed
examples of its application. The correct application of the
basic elements is essential to maintain the integrity of
our corporate identity. Consequently, these guidelines
must be followed closely as any deviation will weaken the
overall image.
The SAS Identity Manual is intended for use by the
business as a whole, and by graphic designers, advertising
agencies, printers and other outside consultants or
manufacturers who have responsibility for the design,
creation or production of any item that is seen to belong
to SAS.
The circulation of this manual is deliberately restricted
to ensure that the information contained is treated
with due consideration. Photocopying for information
purposes only is permissible at your discretion. However,
for reproduction purposes only the artwork originals
provided on the CD that accompanies this manual shall
be used. This manual is also available in a brief version
SAS Identity Manual Brief Version for wider distribution
to advertising suppliers.
14
More specific information about various aspects

of SAS identity is available from other publications.
Those currently available are:
SAS Brand Book
SAS Cargo Identity Guidelines
SAS Ground Equipment and Vehicle Identity Manual
SAS Promotional Articles Manual
SAS Signage Manual
SAS Sponsoring and Event Marketing
SAS Stationery Manual
SAS Toolbox
SAS Uniform Wardrobe Guidelines
SAS Workwear Guidelines
Star Alliance marketing and identity manuals
To obtain these manuals, please contact:
Scandinavian Airlines System
Corporate Identity and Branding Department, STONO-B
SE-195 87 Stockholm
Sweden
Tel: +46 8 797 00 00
SAS Identity Manual
Masterbrand
SAS Logo
Clear space
Incorrect usage
17
19
20
22
23
24
25
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SAS Identity Manual
Masterbrand
SAS Logo
The SAS Logo is made up of two specially drawn elements:
the SAS letterforms and a square symbol with rounded
corners.
These elements and their relationship must never be
altered or modified in any way.
The distinctive letterforms have rounded details.
Note that the first and second letter S differ in character.
The rounded corners of the square symbol have a set
radius that may not be altered or modified in any way.
72,5
78,9
78,9
There are three versions of the SAS Logo that differ in

relation to the radius of the rounded corners and in the
weight and spacing of the letterforms. This has been
done to maintain the same visual character of the logo
when used in various sizes.
78,9
17
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SAS Identity Manual
Masterbrand
SAS Logo
Scandinavian Airlines System is represented by the
SAS Logo. It has distinctive design elements that ensure
maximum impact and awareness of SAS.
The SAS Logo is displayed to best effect when positioned in clear space, which helps to protect the integrity
of the SAS Logo.
The SAS Logo should always be reproduced in special
color SAS Blue unless the application demands four
color process or single color black.
18
2
SAS Identity Manual
Masterbrand
Clear space
The SAS Logo is displayed to best effect when positioned
in clear space. This is important in order to protect the
integrity of the SAS Logo. To achieve this and ensure
maximum impact, a clear space area has been defined.
The amount of clear space is in direct proportion to the
size of the SAS Logo and must not be altered.
The preferred minimum

clear space is 50 % (0.5) of
the height of the SAS Logo.
The minimum clear space
is 25 % (0.25) of the height
of the SAS Logo.
100 %
50 %
50 %
19
2
SAS Identity Manual
Masterbrand

The SAS Logo should never be overcrowded by or linked
to other elements which will reduce its legibility and
visibility. The amount of clear space varies in direct
proportion to the size of the SAS Logo.
The preferred clear space in advertisements is
50 % (0.5) of the height of the SAS Logo. The minimum
clear space is 25 % (0.25).
The amount of clear space surrounding the SAS Logo
should never be less than illustrated on this page.
This diagram illustrates the

preferred minimum clear space
for the SAS Logo in advertisements, 50 % (0.5) of the logo
height.
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aliquip commodo cosequat molestie consequa.
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tatetation nulla facillis at vero eros et facilisis accumsan et quis
nostrud exerci tation ullamcorper iusto odio dignissim.
50 %
50 %
50 %

minimum clear space for the
SAS Logo, 25 % (0.25) of the
SAS Logo height.
Note that the minimum clear
space to paper edges in advertisements should never be less
than 50 % (0.5) of the SAS
Logo height.
volupat. Ut wisi enim ad minim veniam, quis nostrud exerci

25 %
50 %
50 %
20
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SAS Identity Manual
Masterbrand
The amount of clear space surrounding the SAS Logo

should never be less than illustrated on this page.
The SAS Logo should never be placed on a dark area
of a photograph or other graphic element.

correct use of clear space with
a photographic background.
All dark areas must be kept
outside the clear space area,
in this example 25 % (0.25)
of the SAS Logo height.
25 %
25 %

incorrect use of clear space.
The SAS Logo has been positioned
over an unsuitable area of the
photograph. The dark area affects
legibility of the SAS Logo.
25 %
25 %
21
2
SAS Identity Manual
Masterbrand

The SAS Logo is available in three different reproduction
versions to ensure high quality image reproduction across
a wide range of publications and printing techniques.
The three reproduction versions of the SAS Logo can
be applied to different backgrounds. This page illustrates
the correct SAS Logo to use with a series of possible
background colors. It acts as a guide for correct application of the logo.
A range of specific finishes such as embossing, engraving and etching (not shown here) are also permitted but
should be authorized by STONO-B.
Special color version

(preferred) on single color
background.
Special color (preferred)

and four color process on
four color background.
Single color black version

on black/white picture.
22
Important note:
Efforts should be made to ensure that when the SAS
Logo appears across a range of related applications that
may be seen together, a consistent approach is taken in
size, positioning and color use.
The SAS letterforms must always be white.
There may be exceptional cases in which the application requires that the SAS Logo appears against a dark
background. For this reason a special outline version
of the logo has been produced. Please contact STONO-B
if you wish to obtain and use this version of the logo.
2
SAS Identity Manual
Masterbrand

The preferred sizes of the SAS Logo on print applications
is shown below. Their purpose is to create a visual standard, minimize variation and co-ordinate printed material.
A special version of the SAS Logo has been created for
larger applications. Please ensure that the correct SAS
Logo is used.
To ensure good print reproduction, please observe
the minimum reproduction size for the different versions
of the SAS Logo.
SAS Logo
Note:
For guidance regarding usage of the SAS Logo
on very large applications ( logo size above 50 cm)
please contact STONO-B.
SAS Logo for larger applications
18
50
14
12
40
10
28
SAS Logo for larger applications
Paper size
50
A1 (841 x 594)
40
A2 (594 x 420)
28
A3 (420 x 297)
SAS Logo
18
A4 (297 x 210)
14
A5 (210 x 148)
12
E65 (210 x 100)
10
A6 (148 x 105)
A7 (105 x 74)
SAS Logo for use on

very small items.
All dimensions are in millimeters
23
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SAS Identity Manual
Masterbrand

There are four preferred positions for the SAS Logo
on printed matter. Their purpose is to create a visual
standard, minimize variation and co-ordinate printed
material.
The SAS Logo should be positioned as illustrated on
this page. Please ensure that a correctly sized SAS Logo
is used in each case. An A4 document should include an
18 mm SAS Logo, an A5 document should include
a 10 mm SAS Logo.

preferred positions for the
SAS Logo on brochure covers,
with a minimum clear space
of 100 % (1.0) of the logo
height.
100 %
100 %
24
Refer to page 73 for positioning of the SAS Logo on

stationery.
Refer to the SAS Brand Book for positioning of the
SAS Logo and payoffs in advertisements and commercials.
Please note that the only application in which the
SAS Logo is placed in a central position on printed matter
is the SAS external letterhead.
2
SAS Identity Manual
Masterbrand
Incorrect usage
It is of the utmost importance that the various elements
of the SAS identity are used in accordance with the rules
contained in this manual. Great care should be shown
when engaging external suppliers to ensure that they are
familiar with SAS identity rules, that they are supplied
with the appropriate artwork originals and are aware that
no alterations may be made to such artwork or home
made versions of logotypes created.
1
An old SAS Logo has been
used within the SAS square
symbol.
For your guidance, some typical examples of incorrect

use of the SAS Logo are illustrated here. They contain
errors in relation to the letterforms, placement of the
letterforms, colors, formats and the radius of rounded
corners.
2
The SAS Logo letterforms have
been incorrectly positioned
within the SAS square symbol.
3
The SAS Logo has been
printed in an unacceptable
color.
4
The square symbol has been
altered and lacks rounded
corners.
5
The colors of the SAS Logo
have been altered.
6
The SAS Logo letterforms
have been replaced with the
wrong typeface.
7
The corner radius of the
SAS square symbol has been
modified.
25

Clear space
SAS International Logo reproductions
and background control
Positioning the SAS International Logo
on printed matter
Incorrect usage
29
30
31
33
34
35
36
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SAS Identity Manual

The SAS International Logo is for use, when necessary,
outside of Scandinavia and Finland. It should only be
used when there is no other indication (picture or text)
in the advertisement or printed matter concerned that
the sender is an airline.
The 'Scandinavian Airlines' wordmark in conjunction
with the SAS Logo create the SAS International Logo.
The SAS International Logo should always be reproduced in special color SAS Blue unless the application
demands four color process or single color black.
To ensure consistency, the SAS International Logo must

always be reproduced from master artwork, available
from STONO-B.
29
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SAS Identity Manual
Clear space
The SAS International Logo is displayed to best effect
when positioned in clear space. This is important in order
to protect the integrity of the SAS International Logo.
To achieve this and ensure maximum impact, a clear
space area has been defined.
The amount of clear space is in direct proportion to
the size of the SAS Logo and must not be altered.
The preferred minimum

clear space is 50 % (0.5) of
the height of the SAS Logo.
The minimum clear space
is 25 % (0.25) of the height
of the SAS Logo.
100 %
50 %
50 %
30
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SAS Identity Manual

The SAS International Logo should never be overcrowded
by or linked to other elements which will reduce its legibility
and visibility. The amount of clear space varies in direct
proportion to the size of the SAS International Logo.
The preferred clear space is 50 % (0.5) of the height of
the SAS Logo. The minimum clear space is 25 % (0.25).
The amount of clear space surrounding the SAS
International Logo in advertisements should never be
less than illustrated on this page.

preferred minimum clear space
for the SAS International Logo
in advertisements, 50 % (0.5)

50 %
50 %
50 %

minimum clear space for the
SAS International Logo, 25 %
(0.25) of the SAS Logo height.
Note that the minimum clear
space to paper edges in
advertisements never should
be less than 50 % (0.5) of the
SAS Logo height.
volupat. Ut wisi enim ad minim veniam, quis nostrud exerci

25 %
50 %
50 %
31
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SAS Identity Manual
The amount of clear space surrounding the SAS

International Logo should never be less than illustrated
on this page.
The SAS International Logo should never be placed
on a dark area of a photograph.

correct use of clear space with
a photographic background.
All dark areas must be kept
outside the clear space area,
in this example 25 % (0.25)
25 %
25 %

incorrect use of clear space.
The SAS International Logo
has been positioned over an
unsuitable area of the photograph.
The dark area affects legibility
of the SAS International Logo.
25 %
25 %
32
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SAS Identity Manual
SAS International Logo reproductions and background control

The SAS International Logo is available in different reproduction versions to ensure high quality image reproduction across a wide range of publications and printing
techniques.
The reproduction versions of the SAS International
Logo can be applied to different backgrounds. This page
illustrates the correct SAS International Logo to use with
a series of possible background colors. It acts as a guide
for correct application of the logo.
The four different color versions of the Scandinavian
Airlines wordmark shown below have been produced to
provide a high level of legibility on a variety of backgrounds. (The SAS letterforms must always be white.)
A range of specific finishes such as embossing,
engraving and etching (not shown here) are also permitted
but should be authorized by STONO-B.
Important note:
Efforts should be made to ensure that when the
SAS International Logo appears across a range of related
applications that may be seen together, a consistent
approach is taken in size, positioning and color use.
SAS Logo reproduced in

special color (preferred) version
on single color background.
The Scandinavian Airlines
wordmark is shown reproduced
in SAS Dark Grey, SAS Silver
and black.
SAS Logo reproduced in

special color (preferred) and
four color process on four color
background. The Scandinavian
Airlines wordmark is shown
reproduced in negative
(white reversed out) and black.
Single color black version

on black/white picture.
The Scandinavian Airlines wordmark is shown reproduced in
negative (white reversed out)
and black.
33
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SAS Identity Manual

The preferred sizes of the SAS International Logo on print
applications is shown below. Their purpose is to create a
visual standard, minimize variation and co-ordinate printed
material.
A special version of the SAS International Logo has
been created for larger applications. Please ensure that
the correct SAS International Logo is used. To ensure
good print reproduction, please observe the minimum
reproduction size for the different versions of the SAS
International Logo.
Note:
For usage of the SAS International Logo on very large
applications (logo size above 50 cm) please contact
STONO-B.
SAS International Logo for larger applications
18
50
14
12
40

for larger applications
Paper size
50
A1 (841 x 594)
40
A2 (594 x 420)
28
A3 (420 x 297)
10
18
A4 (297 x 210)
14
A5 (210 x 148)
12
E65 (210 x 100)
10
A6 (148 x 105)
A7 (105 x 74)
At this size it is
important to ensure a
high quality of reproduction and print for
good legibility of the
wordmark.
28
SAS Logo
5
SAS Logo for use on

very small items.
(It is not permitted
to use the SAS
International Logo in
sizes below 10 mm.)
34
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SAS Identity Manual
Positioning the SAS International Logo on printed matter

There are four preferred positions for the SAS International
Logo on printed matter. Their purpose is to create a
visual standard, minimize variation and co-ordinate printed
material.
The SAS International Logo should be positioned as
illustrated on this page. Please ensure that a correctly
sized SAS International Logo is used in each case. An A4
document should include an 18 mm SAS International
Logo, an A5 document should include a 10 mm SAS
International Logo.
Refer to the SAS Brand Book for positioning of the SAS

International Logo in advertisements and commercials.
The SAS International Logo should not be used on
stationery (e.g. envelopes, letterheads, business cards,
correspondence cards).

preferred positions for the SAS
International Logo on printed
matter with a minimum clear
space of 100 % (1.0) of the logo
height.
Example shown is 55 % of an A4.
100 %
100 %
35
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SAS Identity Manual
Incorrect usage
It is of the utmost importance that the various elements
of the SAS identity are used in accordance with the rules
contained in this manual. Great care should be shown
when engaging external suppliers to ensure that they are
familiar with SAS identity rules, that they are supplied
with the appropriate artwork originals and are aware that
no alterations may be made to such artwork or home
made versions of logotypes created.
1
An old SAS Logo has been
used with the SAS square symbol
and wordmark.
For your guidance, some typical examples of incorrect

use of the SAS International Logo are illustrated here.
They contain errors in relation to the letterforms, wordmark, colors, payoffs and rounded corners.
2
wordmark has been amended
to include other words.
3
wordmark has been increased
in size relative to the SAS Logo.
Scandinavian Airlines Cargo Pleasure
4
wordmark has been printed in
an unacceptable color which
destroys the integrity of the
identity.
5
The SAS International Logo has
been combined with a payoff.
6
The rounded corners of the
SAS square symbol have been
squared off.
7
A different typeface has been
used for the Scandinavian Airlines
wordmark.
Payoff
8
The SAS International Logo
has been combined with the
Pleasure wordmark.
9
The colors of the SAS International
Logo have been transposed
which destroys the integrity of
the identity.
Scandinavian Airlines
36
Wordmarks
39
40
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SAS Identity Manual
Wordmarks

The Scandinavian Airlines wordmark has been created
for selective use on corporate printed material such as
annual reports, traffic documents and more exclusive
corporate promotional items.
The Scandinavian Airlines wordmark has been given
a unique letterform style that may never be altered.
Two versions have been created for good legibility in
various sizes.
The preferred colors for the Scandinavian Airlines wordmark are SAS Dark Grey, SAS Silver, black or reversed out.
The Scandinavian Airlines wordmark can only be used
with authorization from STONO-B.

wordmark for
larger applications.

wordmark.
39
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SAS Identity Manual
Wordmarks

The Scandinavian wordmark has been created for use as
a decorative element on e.g. promotional items, inflight
and lounge products.
The Scandinavian wordmark has been given a unique
letterform style that may never be altered.
Two versions have been created for good legibility in
various sizes.
The preferred colors for the Scandinavian wordmark
are SAS Dark Grey, SAS Silver, black or reversed out.
It can only be used with authorization from STONO-B.

for larger applications.
The Scandinavian wordmark.
40
Sub-brands
SAS Cargo Logo
Clear space
Background control
SAS Pleasure Logo
43
44
45
46
47
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SAS Identity Manual
Sub-brands
SAS Cargo Logo

SAS Cargo has been designated as an SAS sub-brand
and therefore has its own logo.
The SAS Cargo Logo has been created by adding the
Cargo wordmark to the SAS Logo.
These illustrations show the approved relationships
between the SAS Logo and the Cargo wordmark, creating
a distinct sub-brand logo.
The Cargo wordmark has been given a unique letterform style to work in conjunction with the SAS Logo.
A special version of the SAS Cargo Logo has been
created to improve legibility at smaller size. This version

should be used in applications where a lack of space
and vertical format make the use of the standard SAS
Cargo Logo unsuitable.
To ensure consistency in use, the SAS Cargo Logo
must always be reproduced from master artwork which
is available from STONO-B.
For further guidance refer to the SAS Cargo Identity
Guidelines or STONO-B.
Preferred version of the

SAS Cargo Logo.
This version of the SAS Cargo

Logo should only be used
on vertical formats which do not
permit usage of the preferred
SAS Cargo Logo.
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SAS Identity Manual
Sub-brands
Clear space
The SAS Cargo Logo is displayed to best effect when
positioned in clear space. This is important in order to
protect the integrity of the SAS Cargo Logo. To achieve
this and ensure maximum impact, a clear space area
has been defined.
The amount of clear space is in direct proportion to
the size of the SAS Cargo Logo and must not be altered.
The preferred minimum clear

space is 50 % (0.5) of the height
of the SAS Cargo Logo.
The minimum clear space is
25 % (0.25) of the height of the
SAS Cargo Logo.
100 %
50 %
50 %
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SAS Identity Manual
Sub-brands
Background control
The SAS Cargo Logo is available in different reproduction
versions to ensure high quality image reproduction across
a wide range of publications and printing techniques.
The reproduction versions of the SAS Cargo Logo can
be applied to different backgrounds. This page illustrates
the correct SAS Cargo Logo to use with a series of possible
background colors. It acts as a guide for correct application
of the logo.
Important note:
Cargo Logo appears across a range of related applications that may be seen together, a consistent approach
is taken in size, positioning and color use.
For further guidance refer to the SAS Cargo Identity
Guidelines or contact STONO-B.
SAS Logo in special color

(preferred) version on single
color background. The SAS Red
version of the Cargo wordmark
is preferred.
SAS Logo in special color

(preferred) and four color
process on four color background. The Cargo wordmark
is shown reproduced in
SAS Red (preferred color)
and negative (white reversed
out).
Single color black version on

black/white picture. The Cargo
wordmark is shown reproduced
in negative (white reversed out)
and black.
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Sub-brands

There are four preferred positions for the SAS Cargo
Logo on printed matter. Their purpose is to create a visual
standard, minimize variation and co-ordinate printed
material.
The SAS Cargo Logo should be positioned as illustrated on this page. Please ensure that a correctly sized
SAS Cargo Logo is used in each case. An A4 document
should include an 16 mm SAS Cargo Logo, an A5
document should include a 12 mm SAS Cargo Logo.
Refer to the SAS Cargo Identity Guidelines for
positioning of the SAS Cargo Logo in advertisements
and commercials.

preferred positions for the
SAS Cargo Logo on printed
matter, with a minimum clear
space of 100 % (1.0) of the
logo height.
100 %
100 %
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SAS Identity Manual
Sub-brands

The preferred sizes of the SAS Cargo Logo on print
applications is shown below. Their purpose is to create a
visual standard, minimize variation and co-ordinate
printed material.
A special version of the SAS Cargo Logo has been
created for larger applications. Please ensure that the
correct SAS Cargo Logo is used. To ensure good print
reproduction, please observe the minimum reproduction
size for the different versions of the SAS Cargo Logo.
Note:
For usage of the SAS Cargo Logo on larger applications
please contact STONO-B for guidance.
SAS Cargo Logo
SAS Cargo Logo for larger applications
16
24
12
10
SAS Cargo Logo for

larger applications
Paper size
44
A1 (841 x 594)
34
A2 (594 x 420)
24
A3 (420 x 297)
SAS Cargo Logo

16
A4 (297 x 210)
12
A5 (210 x 148)
E65 (210 x 100)
10
A6 (148 x 105)
A7 (105 x 74)
For use on very small

items.
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Sub-brands
SAS Pleasure Logo

SAS Pleasure has been designated as an SAS sub-brand
for use within the leisure market and therefore has its
own logo.
These illustrations show the approved relationships
between the SAS Logo and the Pleasure wordmark,
creating a distinct sub-brand logo.
The Pleasure wordmark has been given a unique letterform style to work in conjunction with the SAS Logo. To
ensure consistency in use, the SAS Pleasure Logo must
always be reproduced from master artwork.
Preferred version of the

SAS Pleasure Logo.
This version of the SAS Pleasure

Logo should only be used when
lack of space or vertical format
makes use of the preferred SAS
Pleasure Logo unsuitable.
48
Generally, the same rules as for the SAS Cargo Logo

apply to the SAS Pleasure Logo, except that the color
of the Pleasure wordmark is blue.
For further guidance refer to the SAS Brand Book or
contact STONO-B.
Specified Business Areas

Background control
51
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SAS Identity Manual

The SAS Specified Business Areas/subsidiaries shown
below are permitted to use their own logo, which is a
specially designed combination of the SAS Logo and the
respective name. This logo shall not be altered in any way.
Special rules have been established to determine which
business areas/subsidiaries may use their own logo.
These logos should be applied in accordance with the
rules for use of the SAS International Logo (see Chapter 3
regarding SAS International Logo).
The SAS Specified Business Area logos have been
created in two sizes. Please ensure that the correct
SAS Specified Business Area logo is used.
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Background control
The SAS Specified Business Area logos are available in
different reproduction versions to ensure high quality
image reproduction across a wide range of publications
and printing techniques.
The reproduction versions of the SAS Specified
Business Area logos can be applied to different backgrounds. This page illustrates the correct SAS Specified
Business Area logos to use with a series of possible background colors. It acts as a guide for correct application of
the logo. Note that it is not permitted to use SAS Dark Grey
or SAS Silver for the text in Specified Business Area logos.
Special color (preferred) version

on single color background.
Specified Business Areas name
is shown reproduced in black.
Special color (preferred) and

four color process on four color
background. Specified Business
Areas name is shown reproduced in negative (white reversed
out) and black.
Single color black version on

black/white picture. Specified
Business Areas name is shown
reproduced in negative (white
reversed out) and black.
52
The only colors permitted are those shown on this page.

Important note:
Specified Business Area logos appear across a range of
related applications that may be seen together,
a consistent approach is taken in size, positioning and
color use.
Graphic program core elements

Typography examples
Identity colors
Pictures
Poems
55
58
59
62
64
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SAS Identity Manual

This typeface has been specially created for SAS to act as
the primary SAS typeface for all applications and all identity implementation. This is the only sans serif typeface
to be used on all SAS applications.
For further information on the application of SAS
identity rules in correspondence and stationery, see the
SAS Stationery Manual.
The typeface is available from STONO-B.
abc
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SAS Identity Manual
The Scandinavian typeface is an important element of

SAS identity. It is a classic sans serif embodying a high
level of typographic quality. Clarity, legibility and functionalism have been the watchwords in the design of this
unique typeface.
The strength of this typeface lies in the simplicity of
the letterforms, which, in combination with the general
open nature of the letters, gives elegance and excellent
readability.
This also applies to the numbers, which have a high level

of readability even when used in small sizes (e.g. SAS
Travel Book). The characteristic letters are s, c, a, g and t.
The typeface is available in eight different weights for
flexibility. However, the primary fonts are Scandinavian
Light and Scandinavian Bold. These should be used unless
the application has special requirements.
Scandinavian Extra Light is intended for limited use,
e.g. for very large headlines.
Scandinavian Extra Light
ABCDEFGHIJKLMNOPQRSTU
VWXYZ?!@$1234567890
abcdefghijklmnopqrstuvwxyz
Scandinavian Light
VWXYZ?!@$1234567890
Scandinavian Light Italic
VWXYZ?!@$1234567890
Scandinavian Regular
VWXYZ?!@$1234567890
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SAS Identity Manual
Scandinavian Regular is suitable for use in small sizes in

negative (white reversed out) text against a photographic
background to achieve better legibility.
The Italic fonts should be used very sparingly, e.g. to
accentuate a word or phrase in the text.
Scandinavian Black is for very restrictive use when
special emphasis is required.
Scandinavian Italic
VWXYZ?!@$1234567890
Scandinavian Bold
VWXYZ?!@$1234567890
Scandinavian Bold Italic
VWXYZ?!@$1234567890
Scandinavian Black
VWXYZ?!@$1234567890
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SAS Identity Manual

The serif typeface Sabon SAS, has been specially modified
for SAS. This classic serif typeface complements the
primary typeface, and should be used to improve legibility
in documents and publications with lengthier text e.g.
Inside SAS and Scandinavian Words.
Important note:
Please ensure this is the only serif typeface used on
all SAS applications.
The typeface is available from STONO-B.
For further information on the application of SAS
identity rules in correspondence and stationery, see the
SAS Stationery Manual.
Sabon SAS Regular
VWXYZ?!@$1234567890
Sabon SAS Italic
VWXYZ?!@$1234567890
Sabon SAS Small Caps
58
VWXYZ?!@$123456789o
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SAS Identity Manual
Typography examples
This page illustrates the preferred typographic style of
the Scandinavian typeface and some incorrect examples.
Blocks of type should be aligned left or, if the application
requires, justified.
In QuarkXPress open the Hyphenation & Justification
dialogue box (H&J) in the Edit menu and set the character
spacing to 0 % in the minimum, optimum and maximum
setting boxes. Do not use track setting in Measurements
dialogue box. Also in the Edit menu, set the space setting
to minimum 70 %, optimum 85 % and maximum 115 %.
Do not activate Single Word Justify setting in

Hyphenation & Justification (H&J) dialogue box.
The preferred line-feed is 10.5 pt when the type size
is 9 pt. Type used at other sizes should visually match
this example.
Important note:
Type generated in computer formats other than Apple
Macintosh QuarkXPress should be set to match the
styles shown within this guideline.
Letter spacing (Tracking)
Lorem ipsum dolor sit amet, con sect

etuer adipiscing elit, sed di am nonumy
nibh euismod tincidunt ut laoreet dolore
mag na aliquam erat volutpat. Ut wisi
enim ad minim ven iam, quis no strud
exerci tation ulla mcor per sus cipit
lobortis nisl ut ali quip ex ea comm odo
cons equat. Duis autem vel eum iriure
dolor in hendrerit in vulpu tate velit.

etuer adipiscing elit, sed diam nonumy
enim ad minim veniam, quino strud
exerci tation ullam corper sus cipit
lobortis nisl ut aliquip ex ea comm odo
dolor in hendrerit in vulputate velit.
Lorem ipsum dolor sit amet, cons ectetuer

adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud exe ci tation
ullamcorper suscipit lobortis nisl ut aliquip
ex ea com modo consequat. Duis autem
vel eum iriure dolor in hendrerit in vulput
ate velit esse molestie cons equat vel.
Correct letter spacing, 0
Incorrect letter spacing, +2

Type is too open
Incorrect letter spacing, -2

Type is too tight

etuer adipiscing elit, sed di am nonu
mmy nibh euismod tincidunt ut laoreet
dolore mag na aliquam erat volutpat. Ut
wisi enim ad minim ven iam, quis no strud
exerci tation ulla mcor per sus cipit
lobortis nisl ut ali quip ex ea comm odo
dolor in hendrerit in vulpu tate velit esse
molestie con sequat, vel illum.

etuer adipiscing elit, sed diam nonummy
enim ad minim veniam, quis nos trud
exerci tation ullam corper sus cipit
lobortis nisl ut aliquip ex ea comm odo
cons equat. Duis autem vel eum iriure.
Lorem ipsum dolor sit amet, cons ectetu

er adipiscing elit, sed diam nonummy
enim ad minim veniam, quis nos trud
exerci tation ullam corper suscipit lobor
tis nisl ut aliquip ex ea commodo conse
quat. Duis au tem vel eum iriure dolor in
hen drerit in vulputate velit esse mol estie
consequat, vel illum dolore eu feugiat
nulla facilisis at veroexerci tation ullam.
Correct line-feed, 9/10.5 pt
Incorrect line-feed, 9/13 pt

Line-feed is too open
Incorrect line-feed, 9/9 pt

Line-feed is too close
Line-feed (Leading)
Tracking
Font size/
Track amount
Font size/
Track amount
Font size/
Track amount
Font size/
Track amount
Scandinavian Extra Light
2/4
24/-3
72/-7
250/-8
Scandinavian Light
2/3
24/-3
72/-7
250/-8
2/4
24/-3
72/- 6
250/-7
Scandinavian Regular
2/1
24/-5
72/-8
250/-9
Scandinavian Italic
2/2
24/-4
72/-7
250/-8
Scandinavian Bold
2/1
24/- 6
72/-9
250/-10
Scandinavian Bold Italic
2/2
24/-5
72/-8
250/-9
Scandinavian Black
2/-2
24/-7
72/-9
250/-10
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SAS Identity Manual
Typography examples
This page illustrates how different weights of the primary
Scandinavian typeface can be used to create an elegant,
contemporary layout. It should be used as a visual guide
only.
Please refer to STONO-B for further guidance.
Heading:
Scandinavian Light
18 pt
Body text:
Scandinavian Light
9/10.5 pt
9 pt indent
Sub-head:
Scandinavian Bold
9/10.5 pt

9/10.5 pt
60
Satisfactory
Body text lorem ipsum dolor sit amet, consect
etuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud utem exerci tation ullam
corper suscipit lobortis nisl ut aliquip ex ea
commodo consequat utem vel eum.
Ut wisi enim ad minim veniam, quis nostrud
exerci tation ullamcorper suscipit lob ortis nisl
utem vel eum.
Sub-head
Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit utem.

Duis autem vel eum iriure dolor in hendrerit
in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero
blandit praesent luptatum zzril delenit.
Duis autem vel eum iriure dolor in hendrerit
in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero ut
aliquip ex ea commodo consequat suscipit
blandit praesent luptatum zzril delenit utem
vel eum consectetuer.
Lorem elit, sed diam nonummy nibh odio
euismod tincidun ut laoreet dolore magna
aliquam accumsan erat utemvolutpat et iusto.
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SAS Identity Manual
This page illustrates how different weights of the primary

Scandinavian typeface can be combined with the
secondary Sabon SAS typeface in longer, more formal
documents. It should be used as a visual guide only.
Please refer to STONO-B for further guidance.
Main heading:
Scandinavian Light
18 pt
Introduction:
Scandinavian Light
10/11.5 pt
Body text:
Sabon SAS Regular
11/12.5 pt
11 pt indent
Sub-head:
Scandinavian Bold
10/12.5 pt
Body text:
Sabon SAS Roman
Small Caps
11/12.5 pt
11 pt indent
Main heading
Introduction style dolor sit amet, consectuer adipiscing elit euis,
mod tincidunt ut laoreet dolore magna aliquam era volutpat.
Body text style lorem ipsum dolore sit amet, consectetuer adipiscing
elit, sed diam no nummy nibh euismod eros et accumsan et iusto
odio tincidunt ut laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation eum iriu
ullamcorper velet sususcipit lobortis nisl ut aliquip ex ea commodo
vel eum iriure dolor in hendrerit in vulputate consequat.
Duis autem vel eum iriure dolor in hendrerit in vulpu tate velit esse
molestie conse quat, vel illum dolore eu feugiart nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui blandit praes hendent
luptatum zzril delenit.
Sub-head style
Lorem ipsum dolor sit amet, consecte-tuer adipiscing elit, sed diam
nonum my nibh euismod tincidun ut laoreet dolore magna aliquam
erat molestie consequat, vel illum dolore eu feugiat volutpat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
moles tie consequat, vel illum dolore feugiat nulla facilisis at vero
eros et accumsan et iusto odio autem vel eum iriure dolor in hendrerit
boeing dignissim qui blandit praesent luptatum zzril delenit.
Ut wisi enim ad minim veniam, quis nostrud accumsan et iusto
odio dignissim qui blandit praesen exerci tation ullamcorper sus cipit
in eu lobortis erat nisl ut aliquip lobortis hend nisl ut aliquip nonum
consequat.
Nonummy nibh euismod tincidunt ut sus-cipit lobortis ame nisl ut
aliquip laoreet dolore magna velit aliquam erat volutpat.
Sub-head style
Body text:
Sabon SAS Italic
11/12.5 pt
Lorem ipsum dolor sit amet, consecte-tuer adipiscing elit, sed diam
aliquam erat vel illum dolore et iusto odio volutpat.
Ut wisi enim ad hend minim veniam, quis nostrud exerci tation
commodo nonummy nibh euismod tincidunt ut laoreet dolore magna
ullamcorper sus-cipit lobortis nisl ut aliquip ex ea com amet modo.
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Identity colors
It is essential that the identity colors are always reproduced accurately.
To get the closest color match, please ensure the special
Pantone* colors are always used for visual matching.
A printed color will vary in hue and density according
to the surface it is printed on. To overcome this, the
colors should match the samples provided at the end of
these guidelines. Always refer to the samples and never
give suppliers previously produced material as a color
reference.
A coated color sample should always be supplied for

matching purposes in connection with printing (special
color and four color process on coated or uncoated).
This also applies when printing on surfaces other than
paper (e.g. glass).
* The colors shown in this reproduction guide are not intended

to match Pantone color standards. Pantone is a registered trademark
of Pantone, Inc.
SAS Light Grey

Pantone* Pastel 9083 C & U
Pantone* Warm Grey 1C & U
Four Color Process C:
13 % Yellow, 5 % Magenta,
6 % Cyan, 0 % Black
Four Color Process U:
6 % Cyan, 0 % Black
RGB Color
R 204, G 204, B 204
SAS Blue
Pantone* 2738 C
Pantone* 072 U
Four Color Process:
100 % Cyan, 0 % Black
RGB Color
R 0, G 0, B 153
SAS Red
Pantone* 172 C & U
Four Color Process:
0 % Cyan, 0 % Black
RGB Color
R 255, G 51, B 0
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SAS Medium Grey

Pantone* Warm Grey 5 C & U
Four Color Process:
RGB Color
R 153, G 153, B 153
SAS Dark Grey

Pantone* Warm Grey 9 C & U
Four Color Process:
RGB Color
R 102, G 102, B 102
SAS Silver
Pantone* 877C & U
SAS Pleasure Blue

Pantone* 299 C
Pantone* 2995 U
Four Color Process:
RGB Color
R 0, G 153, B 204
White
RGB Color
R 255, G 255, B 255
Black
Four Color Process:
RGB Color
R 0, G 0, B 0
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Pictures
Pictures are the ultimate language. They awaken curiosity
and stimulate feelings. Pictures allow us to be more personal and to more clearly emphasize our Scandinavian
profile. Pictures with a distinct character and feeling of
their own form one of the central components of the SAS
identity.
Describing pictures in words is a complicated task. It is
a question of conveying a feeling, an approach or a mood.
Our pictures should have personality, be unpretentious
and avoid stereotypes. When we show people, they
should be natural and relaxed, not in posed situations.
Our landscapes should have a modern approach, with
original angles and variations in the landscape and
SAS corporate pictures
64
lighting. All our pictures should avoid trivia and the

obvious. The SAS pictures are divided into two categories:
SAS corporate pictures and SAS Toolbox pictures.
SAS corporate pictures have been taken with great
sensitivity by well-known Scandinavian photographers.
The pictures reflect various interpretations of Scandinavian moods and environments. They are photographic
art; representing a personal view rather than portrayals
of tangible objects. The subjects include nature, people,
objects and abstractions, all photographed from the perspective of SASs tonality: individual, personal, informal.
SAS corporate pictures are intended for use solely on
strategic travel documents and printed material.
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SAS Identity Manual
SAS Toolbox pictures are intended for use for all SAS
commercial purposes. These pictures also demonstrate
a high level of quality and have the same general character as the corporate pictures. The images are more down
to earth and often associated with SAS offers: products
and product elements, customers, employees, travel
situations and destinations.
For further information regarding SAS Toolbox pictures,
see SAS Toolbox.
SAS Toolbox pictures
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Poems
The SAS poems form an integral part of the SAS identity.
Together with graphics, colors and pictures they unite
to create a strong, unique identity with possibilities for
many different forms of expression.
The SAS poems are maybe not poetry in a traditional
sense, but more in the form of a greeting, a glint in the
eye. Each poem gives SAS the opportunity to create a
dialogue with the customer. They are gentle reminders
that SAS is foremost about people our customers and
ourselves.
66
The SAS poems are for application on corporate items

only. Some examples: passenger documents, corporate
brochures, annual reports, SAS Travel Book and inflight
items.
Refer to Chapter 9 for examples of application. The SAS
Poems can only be used when authorized by STONO-B.
Star Alliance and partner airlines

Star Alliance
Joint partner logos
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SAS Identity Manual
Star Alliance
We cooperate with a number of airline partners to extend
our network coverage and offer global service.
SAS is a founder member of Star Alliance.
This alliance is represented by a mark made up of a
symbol and a unique letterform designed to work alongside and endorse the corporate identities of the member
airlines.
It must always be quite clear that SAS is the signature
in all our communication. Star Alliance must not appear to
be an airline or a company. However, since our member-
ship of Star Alliance gives our customers significant

benefits, it is important to include the Star Alliance logotype in all SAS advertising, promotion material and
specified stationery. The Star Alliance logotype should
not be included in joint advertising involving a partner
that is not a Star Alliance member.
When using the Star Alliance logo externally it must
always appear with the logo(s) of one or more of the
member airlines, e.g. Star Alliance and SAS together
(though not necessarily placed alongside each other).
This page shows the preferred

versions of the Star Alliance logotype.
Note that there are two versions
of the logotype for use on
different backgrounds: Version 1,
in which the star symbol is
created with three shades of
grey and Version 2 using white,
grey and black.
Version 1 is used on the preferred
Star Alliance background colors
black or white.
Version 2 is used on photographic
or color background.
For further guidance regarding
use of the Star Alliance
logotype in communication
(background control, etc.) see
the SAS Brand Book.
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SAS Identity Manual
Joint partner logos

In certain situations, joint logos with one or more of our
partners are used as an advertising signature. The distance
between the partner logo and SAS Logo should always
be equal to the SAS Logo. The baseline of the joint logo
should align with the baseline of the letterforms in the SAS
masterbrand logo.
Specially designed versions of these logo combinations
are available from STONO-B on diskette or as artwork
originals.
For further guidance regarding use in communication,
see the SAS Brand Book.
70
Identity applications
Stationery
Systemized usage of the identity program
Applications
Inflight items
Lounges
Signage
73
74
76
78
79
80
81
82
83
84
85
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Stationery
This page shows examples of applications on stationery.
For full information see SAS Stationery Manual or contact
STONO-B for details regarding the design.

Denmark Norway Sweden
Scandinavian Airlines System Denmark Norway Sweden

SE-195 87 Stockholm, Sweden, Telephone: +46 8 797 00 00
Lars Larsson
Manager
Corporate Identity and Branding

Denmark Norway Sweden
Dept: STONOSK
SE-195 87 Stockholm, Sweden
Visit: Frsundaviks all 1, Solna
Phone: +46 8 797 18 38
Fax: +46 8 797 16 60
Mobile: +46 70 997 18 38
e-mail: lars.larsson@sas.se
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Systemized usage of the SAS Identity Program

To help increase the cost efficiency of SAS communication
and utilize the possibilities provided by the SAS identity
program to the fullest extent, we show this example of
how the production of SAS printed material within, for
example, a business area or project can be systemized by
developing a communication and design hierarchy.
On the first level are printed material and promotional
articles of significant or strategic importance. The design
is of the highest quality in relation to contents, choice of
paper, pictures and printing method. For example,
corporate pictures and poems are used on corporate
communication items such as strategic travel documents
and corporate brochures. At this level, each item of printed
material is individually designed. Strategic, commercial
74
printed material for business areas or projects can be

designed with a similar high level of quality.
The second level covers printed material and promotional articles for important products and offers. In this
case the production can be more basic and design
templates be developed for recurrent items. However, all
production must conform to the ground rules found in
this manual.
On the third level are items of tactical printed material,
such as local timetables, more basic travel documents,
price lists and routine mailings. Design templates should
be prepared to achieve the highest possible cost and
production efficiency for this type of production. Again,
the ground rules in this manual must be complied with.
9
SAS Identity Manual
Travel Book
October 25, 1998 March 27, 1999
Inside this little book

there is a wealth of adventures
People, places, thoughts, feelings,
and theyre all yours
Welcome on board
NAME
COMPANY
DATE
DN Update
Fr oss i SAS Marketing & Sales Division, december 1998
SAS Travel Pass

Alla dina resor p ett kort!
Bokning & check in
Prislista fr Travel Pass
fr dig som reser biljettlst
Giltig fr o m mars 1999
Conditions of Carriage
for passengers and baggage
Vilkr for transport

av passasjer og bagasje
Den 25 september fick storkunder och agenter bekanta sig med

nya SAS i en hangar p Arlanda. Arrangemanget gav goda tillfllen
att knyta kontakter. Hr ses en av SAS danska storkunder, till hger,
med SAS fretagssljare Robert Brinkenfeldt.
SAS News
Focus on EuroBonus April - May 1999
Petter Print
Ngongata
123 45 Ngonstans
SAS EuroBonus voted Best Frequent-Flyer

Program - for 3rd consecutive year
We did it again!
Bsta Petter Print,
In a ballot of 84,000 international frequent

flyers, EuroBonus was voted the best international frequent-flyer program for the
third consecutive year, winning the 4th
annual competition for the Freddie Award
arranged by Inside Flyer magazine. The
overall score for EuroBonus was 8.86 of a
possible 10 points.
The award for 1998 makes EuroBonus
the international program that has won the
most awards since the first Freddie for
international programs was given in 1995.
Varsgod hr kommer ditt SAS Travel Pass,

med obegrnsat antal inrikesresor fr ett helt r!
Tack fr att du valt att resa med SAS i ett helt r framver. Ditt kort gller fr obegrnsat antal resor p SAS
hela inrikesnt. Giltighetstiden r tolv mnader frn det datum du sjlv bestmde vid kptillfllet.
Du reser helt biljettlst, enkelt och bekvmt. Med hjlp av kortet identifierar vi snabbt dig och din bokning p
flygplatsen.
Du kan boka dina resor dygnet runt, ret runt, via din PC, Talsvar eller Internet. Vi har lagt med en PC online
diskett med manual. I bokningsguiden fr du utfrlig information om alla dina mjligheter att boka snabbt och
enkelt.
Hat trick for EuroBonus

- Winning for the third consecutive year is
fantastic, says Eva-Karin Dahl, Director of
EuroBonus. I'd like to thank all our members for their loyalty, and we're aiming to be
even better in the future.
Brukar du ka Flygbuss? Du ker kostnadsfritt med Flygbusskortet som du fr hemskickat inom ngra dagar.
Travel Pass helrskort ger dig medlemskap i SAS EuroBonus p Guldniv. Du har t ex alltid garanterad plats
p flyg, om du bokar inom viss tid. Och du har alltid hgsta prioritet p vntelistan. Dessutom fr du ta med dig
20 kg extra incheckat bagage. Som EuroBonus Guld medlem r du alltid vlkommen till SAS Stockholm
Lounge, terminal 4 p Arlanda.
SAS 2000+
Conditions of carriage
for passengers
SAS
Baggage Service
Message
Special Delivery
Du kommer att hra ifrn oss igen i god tid innan ditt kort gr ut. Har du ngra frgor innan dess r du alltid
vlkommen att ringa din resebyr eller SAS Direkt p 020-727 727. Vi hoppas att du fr gldje av ditt Travel
Pass och vi ser fram emot att ofta f hlsa dig vlkommen ombord p SAS.
Earn points with

All Nippon Airways
Med vnlig hlsning
Opportunities for earning and redeeming

EuroBonus points continue to expand, as
on March 28, 1999 EuroBonus joined
hands with a new partner - All Nippon
Airways, the largest domestic carrier in
Japan, the largest airline in Asia, and the
world's 8th largest carrier in terms of
passengers flown per year.
EuroBonus members earn a minimum
of 300 Extra points in Economy Class and
a minimum of 600 Extra points in
Business Class on flights operated by
All Nippon Airways. Please note that you
earn points on ANA domestic flights only
if the booking is in connection with an
international ANA flight. ANA European
gateways to Japan include Frankfurt,
London, Moscow, Paris, Rome and Vienna.

Marketing & Sales Sweden
Hans Andersson
Marknads- & Frsljningsdirektr
TravelPass
PETTER PRINT
029 383 131
EuroBonus was also awarded top honors

for 1998 in the following sub-categories:
Best Newsletter SAS News and
EuroBonus Offers
Best Elite Level EuroBonus Gold
Best Web site
Best Bonus Promotion
Star Alliance, comprising SAS, Air
Canada, Air New Zealand, Ansett Australia,
Lufthansa, THAI, United Airlines and VARIG,
won the first "Industry Impact Award" from
Inside Flyer magazine "for introducing and
defining the standard for all frequent-flyer
program alliances".
In addition to the Freddie Award,
EuroBonus was also voted "Best FrequentFlyer Program - Europe, Africa & Middle
East" in 1998 by subscribers to the OAG
World Airways Guide.
OBS! Samtliga flygresor som fretas genom utnyttjande av ditt Travel Pass r underkastade SAS villkor fr transport av passagerare och
bagage (SAS Conditions of Carriage) som bifogas detta brev. Genom att underteckna ditt Travel Pass kort p baksidan bekrftar du att du
tagit del av dessa villkor samt de handhavanderegler fr Travel Pass som ocks bifogas.
0/SE/E/1201
Sweden/E
75
9
SAS Identity Manual
Applications
The following pages show some examples of correct use
of the SAS identity program on corporate printed matter
and strategic travel documents.
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SAS Identity Manual
77
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SAS Identity Manual
A keyring, pen or T-shirt bearing the SAS Logo is a medium
that communicates SASs identity and values. Since all
such objects represent SAS it is important that they are
quality products, designed to reflect our quality standards,
values and identity.
The sketches below show examples of suitable positioning of the SAS Logo and wordmarks on promotional
articles.
All approved promotional articles are available for order
via SAS Toolbox.
For further guidance or when in need of products
other than those available via Toolbox, contact STONO-B.
Scandinavian Words
78
07
Scandinavian Words
08
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SAS Identity Manual

SAS participates in sponsoring activities to strengthen
awareness of the SAS brand, our values and personality.
SAS is very selective with regard to sponsorship participation. For a project to be of interest to SAS, it must be in
line with our values and personality, as well as being
associated with good taste and high quality. Our involvement must be long-term and commercially justifiable.
Choosing the right activities in which to participate is
only one of the important factors involved. Others are the
way we carry out our involvement and the impression of
SAS conveyed by the activity. Good taste, high quality
and a professional approach are fundamental require-
ments. The overall environment in which we appear must

also be line with SASs values and identity.
A design program for sponsoring activities has been
produced as part of the new SAS corporate identity to
enable us to live up to the above requirements. All sponsoring activities must conform to this design program.
For further general guidance regarding sponsoring
activities, refer to the SAS Brand Book. For detailed,
specific guidance regarding the design contact STONO-B.
79
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SAS Identity Manual
Inflight items
This page shows some examples of correct use of the SAS
identity program on inflight items.
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SAS Identity Manual

Of the many elements that make up an airlines identity,
the uniform is one of the most important in relation to
conveying the personality of the airline. It is worn by the
persons with whom the customer has personal contact
and who are responsible for the all-important service
delivery.
A uniform has several functions. It not only conveys the
identity and personality of the airline but must also signal
and identify persons with authority and provide functional
workwear for people who perform a demanding job.
The new SAS uniform has been designed by a trio of
young Scandinavian designers to the specifications
provided by SAS. It is based on the concept of a wardrobe

offering a variety of combinations rather than strict set
pieces.
It has a dark blue look for colder weather and a sand
colored look for warmer conditions.
The design has its roots in the Scandinavian heritage
of SAS. It is therefore based on the concept of simplicty,
functionality and flexibility. It conveys a strong identity
using natural, discreet colors and a soft feeling to emphasize friendliness.
For more details, see the SAS Uniform Wardrobe
Guidelines and SAS Workwear Guidelines.
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SAS Identity Manual
Lounges
The SAS Lounges are a vital part of SASs identity and
an important tool for conveying our interpretation of
Scandinavian hospitality. The lounges convey a Scandinavian style of informal elegance and well-being.
The use of natural materials, warm colors and a light, airy
spaciousness combine to create an inviting, domestic
atmosphere.
82
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SAS Identity Manual

Children are important to SAS. More and more children are
flying with us. Many children, especially in Scandinavia,
will grow up to be among our most important customers.
Taking special care of children is a self-evident and
important factor in relation to the credibility of SAS positioning when words such as caring play a central role.
To take special care of the children who fly with us and
make their flight an experience they will look forward to
repeating, we have created Ole. Ole, the childrens
spokesperson at SAS, is aimed at children between 0 and
12 years of age, takes children seriously, is independent
and clearly sides with children. (For this reason, Ole

doesnt always think and do precisely what SAS wants...)
To give Ole a high degree of believability as a spokesperson for all children who fly with us, it is important that
Ole is used in the right way. Ole may only be used in
connection with products and service elements that are
unique to SAS and make it easier, more fun and more
exciting for children to fly with us.
Ole can only be used with the authorization of
STONO-B. For further guidance, see the SAS Brand
Book.
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SAS Identity Manual
Signage
Signage must have a very high level of visibility and
recognition, often in unusual formats and in difficult,
cluttered environments such as airport terminals.
For this reason, a special adaptation of the SAS corporate
identity has been designed for signage applications.
The blue color is used as the dominant feature, binding
the various elements together visually to form a whole.
Since the SAS Logo is not always shown to advantage
on signage applications (e.g. long banner signs) an alternative design has been created. This is comprised of a
Flight Academy
3rd Floor
84
blue background with the SAS letterforms in white and

text in SAS Light Grey.
A few examples of correct signage applications are
shown below for information. Comprehensive guidelines
are available in the SAS Signage Manual. For additional
assistance, contact STONO-B.
9
SAS Identity Manual

This page illustrates the correct use of SAS letterforms
and SAS colors applied to ground equipment and corporate vehicles.
A. Ground equipment
The standard design for SAS ground equipment is
SAS Blue and the SAS letterforms. SAS Red may be used
on certain ground vehicles for which greater visibility is
required. All SAS ground vehicles should be fitted with
reflective material in accordance with the specific
instructions issued.
B. Commercial vehicles
If commercially desirable, SAS vehicles can be decorated
in a design based on SAS Light Grey with red as an accent
color.
C. Other corporate vehicles
SAS vehicles that do not warrant the design mentioned
under B. above should be white with the SAS Logo.
For further rules and guidance regarding design of
ground equipment and corporate vehicles, see the SAS
Ground Equipment and Vehicle Identity Manual or contact STONO-B.
85
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SAS Identity Manual
The Scandinavian Airlines wordmark appears in two lines on the

aircraft. The word Scandinavian is
produced in SAS Silver, and the
word Airlines appears white out of
the SAS Light Grey background.
The Star Alliance membership
endorsement.
The SAS Logo, Scandinavian

symbol and aircraft name are
positioned together at the front
of the fuselage.
An appropriate poem from the

SAS poems is positioned by the
passenger entrance to the aircraft.
The SAS environmental symbol.

The symbol can only be used with
authorization from STONO-B.

appears on the engine white out of
the SAS Red background.
86
The SAS letterforms are applied to

the tail fin and rudder of the plane.
They appear white out of the SAS
Blue background.
The Scandinavian symbol has

been designed to represent
Norway, Sweden and Denmark.
Only to be used on aircraft livery
or as an interior design element
in aircraft cabin or lounges as
authorized by STONO-B.
The aircraft body is painted to

match SAS Light Grey.
87
10
Appendix
Checklist
91
93
89
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SAS Identity Manual
Appendix
Checklist
The below list will enable you to make a quick, final check
to confirm that your layouts for printed material are in
accordance with the basic rules and guidelines in this
manual.
Layout
Clean lines, spaciousness and simplicity in the layout.
A balanced, asymmetric design that conveys a sense of
modernity, restraint and subtlety.
Logo
Logo correctly positioned in a corner of the layout, not
centered.
Clear space around the logo.
Correct color/colors to ensure legibility and clarity
against the background involved.
Typography
Clarity and readability.
Text aligned left or, if the application requires, justified.
The appropriate Scandinavian typeface is used, or
Sabon SAS in applications with large amounts of body
copy.
A maximum of three sizes of type is used.
The correct line feed (leading) and tracking/kerning
(letter spacing) is applied.
Correct paragraph indent is used.
Text is in upper and lower case (never all capitals),
except for abbreviations, codes, etc. (e.g. SAS).
Colors
Body copy is black, SAS Dark Grey or white, never blue.
Backgrounds (other than photographic) are in preferred
colors: SAS Light Grey or SAS Medium Grey.
Accent colors used are SAS Red or SAS Silver.
Pictures
The choice of pictures is in line with the picture brief.
Bleed pictures are used wherever possible.
Printing
A carefully chosen silk matt paper (especially for print
material with pictures) or white uncoated paper for more
basic printed material.
High quality repro and printing.
Consistency
Is the printed item one of a series? Avoid doing a new layout for each occasion.
Never hesitate to contact STONO-B for advice and
guidance.
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SAS Identity Manual
Appendix

For more color samples, please contact STONO-B.
* PANTONE is a registered trademark of Pantone, Inc.
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Silver matches to

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C
SAS Dark Grey matches to

PANTONE* Warm Grey 9 C







SAS Medium Grey matches to








SAS Light Grey matches to

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
10
SAS Identity Manual
Appendix

For more color samples, please contact STONO-B.
* PANTONE is a registered trademark of Pantone, Inc.
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C
SAS Blue matches to

PANTONE* 2738 C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

PANTONE* 877C

















PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C

PANTONE* 9083 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C
SAS Red matches to

PANTONE* 172 C

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For this identity to work, it must be applied consistently