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SAS Scandinavian Airlines brand guidelines

SAS Scandinavian Airlines introduces its evolved visual identity, detailing updates to its logotype, color palette, Scandinavian New typography, and travel imagery.

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SAS Scandinavian Airlines guidelines: Home
Home Captured 18 Sep 2026 Captured manually

SAS brand portal homepage presenting the company's evolved visual identity across imagery, color, and signage applications.

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Freedam's take

I love seeing how legacy airlines approach modern updates, and SAS gives us a clear look at their evolved visual identity. The home page walks through their iconic logotype, an energetic palette pairing Heritage Blue with Electric Blue, and updated weights for the Scandinavian New typeface. They also share outdoor mockups, an embedded video showing urban applications, and travel photography ranging from snow-capped mountains to coastal settlements. Everything is presented in a straightforward, editorial style that lets their heritage speak for itself without unnecessary fuss.

At a glance

Sections
Introducing our evolved visual identity. · Trusting our heroes
Tone
Confident and editorial, celebrating heritage while introducing a modern visual identity.

What I noticed

  1. The header contains the blue SAS wordmark alongside a Log in link and a search icon.1
  2. An embedded video player illustrates brand campaign applications in an urban street setting.2
  3. The visual identity combines a classic deep blue named Heritage Blue with a brighter Electric Blue.34
  4. The brand guidelines present an updated weight of the Scandinavian New typeface to replace capitalized headlines.5

Numbers refer to the screenshots above.

What I could not see

  • Most detailed asset libraries and internal toolkits require authentication via the login link and could not be viewed.

Ideas to borrow

  1. Introduce identity updates through a single narrative page that explains how core heritage elements transition into contemporary design choices.6783

Quick answers

What brand colors are introduced in the evolved identity?

The palette features a classic deep blue named Heritage Blue paired with a brighter Electric Blue, alongside swatches of white, light blue, cream, and orange.34

What typeface is used for headings in the evolved SAS visual identity?

The brand uses an updated weight of the Scandinavian New typeface, replacing capitalized headlines for easier reading.5

Reviewed on 26 September 2026. Request a correction · I built this

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All brand guidelines →

Unlike Air Greenland Group, which routes visitors across six group brands using a grid of cards, SAS presents its evolved identity on a single overview page. Volotea organizes guidelines around operational areas like Onboard Experience and Airports with downloadable files, while SAS focuses on high-level identity narratives.