SAS Scandinavian Airlines brand guidelines
SAS Scandinavian Airlines presents an overview of its evolved visual identity, detailing updates to its logotype, color palette, and typography.
Freedam's take — I really appreciate how Scandinavian Airlines frames their visual identity evolution right from the start. Instead of burying the narrative, they walk through the key heroes of their system: elevating their classic logotype, introducing Electric Blue alongside their Heritage Blue, and updating their typography with the Scandinavian New typeface. It reads like a thoughtful bridge between nearly eighty years of aviation heritage and a cleaner modern expression. Seeing a legacy carrier celebrate its foundational elements while refining contrast and readability makes this public landing page feel focused and grounded.
Details
- Type
- Guidelines
- Access
- Public
- Source
- brand.flysas.com
- Industry
- Travel & hospitality, Transport & logistics
- Capabilities
- Guidelines, Asset browsing
- Tags
- logo usage, color system, typography, gated access, frontify
- Added
- Last checked
What I noticed
- The identity overview introduces an Electric Blue color alongside the classic Heritage Blue.1
- The typography update introduces a new weight of the Scandinavian New typeface to replace capitalized headlines.2
- The platform displays a login link in its navigation structure.3
Numbers refer to the screenshots above.
What I could not see
- Internal guideline sections and downloadable assets are behind an authentication requirement.
- Only the public introductory home page was captured.
Ideas to borrow
- Introduce an identity refresh by pairing historical brand assets side-by-side with modernized extensions.
Reviewed on 18 September 2026. Request a correction · I built this
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