Saab brand guidelines
The Saab Brand & Media Portal provides identity guidelines, typography assets, and category-organized media libraries across defense and aerospace disciplines.
Saab Brand & Media Portal homepage displaying scenic header imagery, core navigation, and a quick links grid.
Colours reference page presenting swatch cards with PANTONE, CMYK, RGB, HEX, RAL, and NCS specs alongside logo colour rules.
Typography standards page detailing Aktiv Grotesk weights, Arial fallbacks, spacing diagrams, and font file download links.
Brand elements hub screen highlighting quick access tiles for logotype, colours, typography, icons, and sonic identity.
Media Bank landing screen featuring category tiles for defense products like Gripen, GlobalEye, and Submarines.
Logotype guidelines displaying symbol and wordmark lockup variants, clear space rules, and real-world mockups.
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Exploring the Saab portal feels like walking through a calm, highly organized engineering workshop. I appreciate how candidly the team isolates technical specifics. On the colours page, they separate practical brand tones from dedicated logo colours, explicitly forbidding the emblem tints anywhere else. The typography guidelines take that same methodical care, balancing Aktiv Grotesk pangrams with line-length diagrams and direct download archives. Along with the media bank broken out by defense programs like Gripen and Submarines, the portal gives designers clear, practical guardrails without unnecessary noise.
At a glance
- Sections
- Home · Introduction · Brand elements · Making films · Digital design · Product design · Media
- Downloads
- ZIP
- Tone
- Technical and orderly, emphasizing clear industrial standards and distinct functional boundaries across brand collateral.
What I noticed
- The portal separates brand colours into primary pairs, functional tones, and dedicated logo shades that are strictly forbidden from other applications.1234
- The typography documentation defines Aktiv Grotesk across four weights and provides direct download zip packages for desktop and web variants.5678
- The media bank organizes assets into product-specific categories such as Gripen, GlobalEye, and Submarines alongside general asset browsing.9101112
- Detailed line length and letter spacing diagrams show typographic boundaries that make setting body text straightforward for non-designers.1314
Numbers refer to the screenshots above.
What I could not see
- Could not view the contents behind the employee and partner login portal.
- Could not inspect the full icon library grid or individual asset download pages in the Media Bank.
Ideas to borrow
Quick answers
Can I download the primary brand typeface?
Yes, ZIP archives for Aktiv Grotesk and Aktiv Grotesk for web are available for download directly on the typography page.56
Where can I find the official Saab logopack?
A download link for Saab_logopack_2022 is provided on the dedicated Logotype guidelines page.16
Reviewed on 25 September 2026. Request a correction · I built this
Similar brand centers
All brand guidelines →While EUROCONTROL delivers its entire visual identity manual and mode-specific logo archives on a single page, Saab organizes its system across a multi-section portal powered by Papirfly with dedicated areas for film and product design. Unlike SES, which specifies Mulish and Aptos as alternating typefaces, Saab centers its system on Aktiv Grotesk with Arial as a fallback.
