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Aviation

This is SAS’ new airplane livery

Here are the first pictures of the new SAS look and design – a first in 21 years. The new SAS aircraft livery reflects the airline’s iconic history while also pointing to a sustainable future.

Winning team – Kristine Mayer, who is responsible for SAS product design, with Bold’s Oskar Lübeck.“We are proud of our history but aiming for a more sustainable future, says Rickard Gustafson,” President and CEO at SAS. With the new livery, we want to manifest this with a forward look that will take us further into the future. Some of the first aircraft to feature the new design will be the new Airbus A320neos and A350, the world’s most modern and fuel-efficient aircraft. It reflects the SAS agenda to drive positive change by reducing our climate impact.” 

The new SAS livery was launched in September 2019 to coincide with the entry of the new Airbus A350 and A320neo aircraft into the SAS fleet. By year-end, up to 18 new-look aircraft will be taking to the skies and another 35 are scheduled during 2020. Eventually, the entire SAS fleet will be updated. 

The Airbus A350 and A320neo are key investments for SAS and part of the extensive renewal of its fleet that is entered to reduce emissions and reflect the Scandinavian outlook on travel. So it was no coincidence that SAS decided that the first plane with the new livery would be the new A350 Ingegerd Viking followed by a few A320neos. The airline has initially purchased eight new Airbus A350s and 80 new Airbus A320neos as well as five Airbus A330s Enhanced and three Airbus A321LRs, all of which will be delivered by the end of 2024. 

“The current SAS livery has been a design icon for about 20 years,” says Kristine Mayer, who is responsible for SAS product design, including the livery. “But it was time for an update. And as SAS is investing and updating its fleet for a more sustainable future, we wanted to manifest this with a new, updated, modern livery. The new SAS livery is the proof, or symbol, of a more sustainable and competitive future. Reducing our climate impact is key at SAS, so this closely aligns with our strategy.” 

The livery has been produced with a coating material provided by AkzoNobel, which means that fewer layers of paint are required. This reduces the weight of the aircraft, which translates into fuel savings and reduced CO2 emissions. The paint also contains fewer toxins than conventional aircraft paint. 

”The new livery design is a symbol of our future, a more sustainable and a competitive future for SAS, but one that also embraces our heritage”

The new livery is an important part of the identity of the entire SAS brand. 
“Product design, which includes the livery, has always been an important part of SAS’ design history,” Mayer says. “And the SAS livery is one of Scandinavia’s most important brand icons. With the new livery, we think we have found a design that plays with our history, but at the same time underlines both our ambition to innovate and our strategy to always look forward. It also reflects the new SAS visual identity and a harmonization of the entire product design expression, both on the ground and onboard. This is important to give our travelers a holistic design impression throughout the entire customer journey.” 

The new SAS livery is the result of a collaboration between the small SAS design team run by Mayer and Bold, a Scandinavian brand and design agency that started working with SAS in 2014 to refresh the SAS brand’s overall visual identity. 

 

‘We hope that the new livery will be something that makes our travelers proud’ 

“It started off with obsessive sketching by a large number of creatives in our Stockholm, Oslo and Copenhagen studios,” says Oskar Lübeck, founder and Chief Creative Officer at Bold. 
“We took a broad approach at first and created hundreds of sketches. Several concepts were considered before the final proposal was chosen and approved by SAS management. We then continued working closely with the Airbus design team in Toulouse, looking at color samples and making adjustments in 3D models of the different aircraft in the SAS fleet to achieve harmonization and balance.” 
“The new SAS livery has been created through great teamwork between the tight SAS internal design team and our external design agency,” adds Mayer.

The new SAS livery is a modern take on Scandinavian design. “It’s a combination of Nordic simplicity and sophistication boosted with lots of positivity,” adds Lübeck. “SAS is proud of its Scandinavian heritage but at the same time optimistic about the future.” 

“We hope that the new livery will be something that makes our travelers proud, that we have created a design that reflects the past and a vision of the future, adds Mayer. “And that it instills a clear feeling that we, and they, are bringing Scandinavia to the rest of the world. We also really hope that the new livery will bring awareness to the huge investment SAS is doing regarding sustainability.” 

“Since SAS was founded in 1946, Scandinavian design, famous for its combination of quality, simplicity and functionality, has been a vital, and often expected, part of the experience when traveling on SAS,” adds Gustafson. The new livery design is a symbol of our future, a more sustainable and a competitive future for SAS, but one that also embraces our heritage.” 


1. Recognizable tail 
The tail is one of the most recognizable parts of an aircraft, so retaining the iconic blue whilst providing it a fresh new look was a vital element of the new design. 
2. Scandinavian heritage
The three Scandinavian flags have been updated in a modern elegant way.
3. Shades of gray 
The previous gray color used on the fuselage has been replaced by a fresher shade 
4. A name to be proud of 
A big proud and confident SAS logo in a silver-gray tone is now at the front of the plane. 
5. The blue belly 
Analysis and customer feed­ back showed that SAS’ unique blue color is strongly recognized by the community of SAS travel­ ers. SAS’ new livery embraces this unique relationship between SAS and true travelers by en­ hancing and extending the blue color of the tail further down the belly of the plane. 
6. Scandinavian heritage 
The wordmark “Scandinavian” is still located on the engines, but now in dark gray to provide sufficient contrast to the light gray-silver color of the fuselage and to flirt with SAS’ interior design color scheme. The word “Scandinavian” has also been proudly placed on the belly of the plane to symbolize SAS’ Scandinavian heritage and offer clear visual identification from the ground. This heritage is also manifest in the three Scandi- navian flags that have been up- dated in a modern elegant way. 
7. The crowns 
The earlier red engines have now been turned into silver-gray and dressed with SAS’ blue crowns to harmonize with the company’s visual identity. This also embraces the connection between SAS blue and SAS’ true traveler 
8. Secret verse 
Poems on the inside of some engines that are only visible from a number of seats are a nice hidden gem.

Experience the new design

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