The Saab logo is one of the most recognizable in automotive history, symbolizing Swedish heritage and an adventurous spirit. Known for its distinctive griffin emblem, the Saab logo has undergone several transformations over the decades, reflecting changes in the brand and its partnerships. This article explores the history and evolution of the iconic Saab logo, from its early days to the lasting legacy of the griffin.

The Origins of the Saab Brand and Its Initial Logo

Saab’s journey began long before it entered the automotive industry. Founded in 1937, Saab (Svenska Aeroplan Aktiebolaget) was originally an aircraft manufacturer based in Trollhättan, Sweden. The company was known for its innovation in aviation technology, and its early logo designs reflected this focus. Saab’s initial logos were simple yet functional, with an emphasis on clarity and efficiency, much like the aircraft it produced.

In 1945, as the Second World War was ending, Saab transitioned from producing airplanes to cars. The company was looking to diversify its portfolio during economic reconstruction, and in 1949, Saab produced its first car—the Saab 92. This move into the automotive sector required a new identity, but the company still wanted to maintain its aviation roots.

The first car-related Saab logo was a straightforward typographic design. The letters “SAAB” were presented in a simple, clean font that reflected the brand’s Swedish engineering and minimalist design ethos. This early logo aimed to communicate Saab’s precision, reliability, and innovative spirit—qualities that had defined the company as an aircraft manufacturer.

During the 1950s and 1960s, Saab’s car division continued to evolve, and the company’s identity remained rooted in its aviation past. The logo remained simple and practical, focusing more on the brand name than on any symbolic imagery. At the time, Saab’s design philosophy was heavily influenced by its roots in aircraft production, where functionality and efficiency were paramount.

Key Takeaway: Saab’s initial logo was a reflection of its aviation heritage, with a simple and functional typographic design that prioritized clarity and precision. As the brand shifted toward automobiles, its logo would eventually evolve to incorporate more symbolic imagery, but its commitment to innovation and Swedish engineering remained at the core.

Introduction of the Griffin: Symbolism and Meaning

A major change in the brand’s identification was brought about with the addition of the griffin to Saab’s logo. The griffin, a legendary animal with an eagle’s head and a lion’s body, came to represent Saab. Here are the key points about its symbolism and meaning:

• Mythological Significance: The griffin, a combination of a lion and an eagle, symbolizes power, vigilance, and nobility, reflecting Saab’s focus on strength and safety.
• Strength and Protection: The griffin represented Saab’s commitment to building safe, reliable, and high-performance vehicles.
• Swedish Heritage: Tied to Swedish heraldry, the griffin reinforced Saab’s national pride and identity as a premium Swedish brand.
• Partnership with Scania: Following Saab’s merger with Scania, which also used a griffin, the logo helped unite both brands under a shared identity.
• Prestige and Quality: The griffin symbolized Saab’s position as a high-end car manufacturer, signifying luxury and innovation.
• Consistency: Despite design changes over time, the griffin remained a constant symbol of Saab’s values and quality.

Key Takeaway: The griffin was chosen for its symbolism of power, protection, and Swedish heritage, perfectly aligning with Saab’s commitment to quality, safety, and performance.

Key Logo Redesigns Over the Decades

Over the decades, Saab’s logo underwent several redesigns, each reflecting the company’s growth, changing market dynamics, and evolving brand identity. Here’s a closer look at the key logo redesigns:

• Early Designs (1940s-1950s): Saab’s first car logo, introduced in 1949 with the Saab 92, was a simple typographic design that focused on the brand name in clean, straightforward lettering. This minimalist approach reflected Saab’s origins as an aircraft manufacturer, emphasizing precision and engineering over elaborate imagery.
• 1960s-1970s: Streamlined and Functional: During the 1960s and 1970s, Saab’s logo remained relatively unchanged, retaining its simple typographic style. The brand’s vehicles, such as the Saab 99 and 900 models, were known for their functional, ergonomic designs, and the logo reflected this straightforward approach, focusing more on clarity and visibility than on graphic elements.
• 1980s: Introduction of the Griffin: In the 1980s, Saab introduced the griffin symbol, marking a significant departure from the purely typographic logo. The griffin logo was a stylized, detailed representation of the mythical creature, symbolizing strength, vigilance, and protection. With a more elaborate design and a blue and red color palette that provided depth and richness, the logo was updated. This redesign was part of Saab’s push to position itself as a more premium brand and highlight its engineering excellence and Swedish heritage.
• 1990s: Refinement and Modernization: Throughout the 1990s, Saab refined the Griffin logo, simplifying some of its details while retaining the core emblem. The griffin became more stylized, with sleeker lines and less detail in the face and wings. The red and blue color scheme was retained but became more subtle, giving the logo a more contemporary, polished appearance that matched Saab’s shifting focus on innovation and luxury.
• Early 2000s: A Simpler, More Iconic Design: By the early 2000s, Saab streamlined its logo even further, opting for a cleaner and more minimalist design. The griffin was placed in a simple, circular emblem with the brand name beneath it. This redesign aimed to give Saab a more global and versatile identity while maintaining the griffin’s heritage and symbolism. The logo also incorporated silver and gray tones to give it a more modern and premium look.
• Post-2010s: Decline and Legacy: After Saab’s closure in 2012, its logo remained largely unchanged, but the brand’s future was uncertain. In the years that followed, the logo’s design became more associated with the brand’s legacy than with any active car production. However, enthusiasts and collectors still revere the Saab griffin as a symbol of Swedish engineering and automotive innovation.

Key Takeaway: Saab’s logo evolved to reflect the brand’s changing focus and aspirations. The shift from simple typography to the introduction of the griffin symbolized Saab’s ambition to become a premium, innovative car brand while staying connected to its Swedish heritage. Each redesign, whether in the 1980s or 2000s, contributed to Saab’s lasting identity as a symbol of strength, safety, and engineering excellence.

Saab and Scania: The Impact of the Merger on the Logo

The 1980s merger between Saab and Scania significantly impacted Saab’s logo, as both companies shared the griffin symbol.

• Shared Symbolism: Both Saab and Scania used the griffin, symbolizing strength, durability, and Swedish pride. The merger unified their identities under this powerful emblem, strengthening their global presence.
• Design Evolution: After the merger, Saab’s logo was refined, incorporating bolder colors and a more modern look, reflecting the combined strength of both brands in the automotive and transportation industries.
• Swedish Identity: The griffin reinforced Saab and Scania’s Swedish heritage, highlighting their commitment to innovation and engineering excellence.
• Legacy: Although Saab and Scania eventually separated, the griffin continued to represent both brands, symbolizing their lasting legacy of quality and innovation.

Key Takeaway: The merger between Saab and Scania unified both brands under the griffin symbol, enhancing their global identity and emphasizing Swedish engineering excellence. The griffin remains a key part of their legacy.

The Legacy of the Saab Griffin: Modern Perceptions and Brand Influence

The Saab Griffin logo has left an indelible mark on the automotive world, continuing to influence modern perceptions of the brand even after Saab’s closure. Here’s how the legacy of the griffin endures:

• Symbol of Innovation and Safety: The Griffin continues to represent Saab’s legacy in automotive safety, with features like the headrest and side-impact airbag still associated with the brand’s pioneering efforts.
• Cultural Icon: The griffin embodies Saab’s unique, nonconformist design ethos, representing individuality and a break from mainstream automotive culture.
• Nostalgia and Enthusiast Communities: Saab fans and car enthusiasts celebrate the Griffin in online forums and at car shows, keeping the brand’s spirit alive through restoration and discussion.
• Impact on Automotive Design: Saab’s focus on safety, ergonomics, and innovation continues to inspire modern car designs, even though the brand is no longer in production.
• Enduring Brand Identity: Despite Saab’s closure, the griffin remains a symbol of Swedish engineering excellence, maintaining its influence in both the automotive industry and enthusiast communities.

Key Takeaway: The Saab Griffin endures as a symbol of innovation, safety, and Swedish engineering, continuing to influence both automotive design and enthusiast culture long after the brand’s closure.

Conclusion

The history of the Saab logo is as dynamic as the company itself. From its early days in aviation to the addition of the griffin, the logo represents Saab’s commitment to strength, quality, and Swedish heritage. Though Saab cars are no longer in production, the Griffin logo remains a beloved icon, reminding car enthusiasts of the brand’s distinct identity and legacy in the automotive world.

Frequently Asked Questions (FAQs)

Why did Saab choose the griffin as its logo?

The griffin was chosen as part of Saab’s partnership with Scania. It symbolizes power, strength, and vigilance, aligning with Saab’s values of safety and performance.

When did Saab stop producing cars?

Saab ceased car production in 2012 after struggling with financial difficulties and ownership changes.

What did Saab’s logo look like before the griffin was introduced?

Early Saab logos were simple and featured the brand name in minimalist typography, reflecting its roots in aviation and engineering.

Does the Saab logo still have legal or brand value today?

Yes, the Saab logo, especially the griffin, still holds value and is admired by Saab enthusiasts worldwide. It is a collectible symbol representing the brand’s legacy.

Can you still buy Saab cars or parts today?

While new Saab cars are no longer produced, parts and used models are available through enthusiasts’ networks, online marketplaces, and third-party manufacturers.

Additional Resources

• Saab Car Museum – A great place to explore Saab’s history and see iconic models.
• Saab History – A website dedicated to preserving and sharing Saab’s unique history.
• The Saab Owners Club – A community for Saab enthusiasts to connect, discuss, and trade parts.
• Saab Official LinkedIn Page – Saab’s official page on LinkedIn provides updates on Saab as a defense and security company.
• Scania Group – Learn more about Scania’s history and its role in the Saab-Scania partnership.