Ladies and Gentlemen, this is the Saab badging of the future:
In discussions with the Saab Brand Center’s Gunilla Gustavs at the Detroit Auto Show today, I asked if the badging we saw on the Saab 9-4x concept is representative of the badging we’ll see on Saabs in the future.
Gunilla confirmed that Saab Sweden have made a conscious decision to emphasise the company name more, using the distinct, capitalised lettering that’s been used on literature etc for many years now.
The griffin logo will still be used on the hood of the car and on the wheels, but the Saab griffin logos will be replaced on the rear (a-la the photo above) and on the steering wheel.
So, it’s poll time. What do you think of the decision by Saab to replace some of the griffin imagery in future models?
——
——
You know they’ll be checking in, so have your say….
Why do they need to put the word on the steering wheel? Do owners not know what brand of car they’re driving?
Personally I don’t mind losing the griffin from the rear if it still is on the hood. However, I do think that either the griffin or nothing belongs on the steering wheel.
However, that being said I don’t like the Saab word right on top of the red light pipe. It’d be too hard to read when the backlight from the light pipe is on. Move the word “Saab” somewhere else on the back. Maybe across (opposite) from wherever they put the 9⁴X badging.
I voted “keep all griffins”.
I don’t mind the steering wheel without the griffin (after all, Saabs of old had the steering wheels just like that), but I must say the griffin is a very cool logo and I like seeing “in my hands” as I operate the vehicle.
As for the back, I do like the griffin logo better. Virtually all of Saab’s competitors spare Volvo have their logo on the trunk – MB, BMW, Audi… Of course, this alone is no reason why Saab should be doing the exact same thing. But to me personally the griffin logo adds to the aesthetics of the car’s butt.
BMW and Audi have cool badges – not just letters. I say leave the griffins alone. If you need to put the name then combine them.
I agree with 85 Gripen – don’t put it in the middle of the lights…
Maybe Saab should put it right above the lights; in the white strip shaped area..
The griffin should stay on the steering wheel, though. It seems kind of plain and austere with just the letters “SAAB” on there…
i agree with what saab had to say. I think that the griffin badge is great on the hood. and [maybe] on back. but the lettering no doubt is better on the steering wheel and in black on the front grill. i also like it on the back a LITTLE better than the badge.
i mean, dont get me wrong, i think that the badge is NICE but its, well. BLUE. i never liked small details like that that are a really bright, somewhat strange looking color on cars like that. same goes for Ford. i mean. think about all the other car marques out there. almost all of them have predominantly silver/chromish badgework. BMW is an exception because their badge still has white and black to somewhat balance out the blue on their badge.
overall i think that the lettering is the “new” saab. and that the brand is better represented by just “saab” everywhere than the griffin badge. Of course in the commercials and the hood will, and always will have the badge. its just something that cannot change. over my dead body.
do you think this will all come out of saabs marketing budget? since badges are considered marketing and all.
You know, the Chevy bow tie is hallowed. The Caddy coat-of-arms style shield is unassailable. Pontiac could never give up the red arrow.
Why should Saab change?
I’ll tell you this: the only GM logo that’s changed in recent memory is the Oldsmobile stylized airplane logo was morphed into a stylized rocket and we all know what happened to them!!
correction to above. i think that the griffin badge should stay on the steering wheel now at second glance. i started thinking, what if my 9-5 didnt have the badge on the stearing wheel? i would feel deflated.
so just keep it on the steering wheel BUT also keep the words ‘saab’ on there too. i like both. lol. i cant pick. so just put the badge on top of the lettering and stick it on the steering wheel. lol.
leave the griffins please. the griffin is one of the most unique logos on cars and shows something different about these cars. SAAB Looks boring but with the griffin it looks even better.
I rather have all the Griffin badges in their rightful place. The ‘SAAB’ text logo on the steering wheel kind-of dulls an otherwise great-looking interior, and the rear end looks a bit “unfinished” without it. Putting the Griffin badges back on is the icing on the cake and linking it to its Scandinavian heritage even more. It’s a distinctive piece of art and IMO the coolest emblem of any manufacturer.
Re: Ronald’s dilemma. Just make the griffin badge an option and charge us something stupid like $500 to have it. For a second there, folks, imagine you’re BMW or Lexus, what would you call it? Vanity Package? Brand Recognition Package? Got Too Small a Penis and in Need of Some Recognition with the Ladies Package (which gets you oversized griffins stapled all over the car)? Even better – Ad Personam Ad Mia Arse! That is, if you happen to be Lamborghini.
Kroum can you stop being such a dick for, say, a split second?
first of all its NOT a dilemma, but an opinion, that i thought i could safely (in all respect for OTHERS!) make on this enthusiast website. and who said it would be in anyway tied to a package? what i should have said (so pricks like yourself wont take up space trying to correct someone elses opinion) was it should be in the accessories booklet that Saab gives out at the dealers, and has readily available online. Good lord, its not that big of a deal, i just thought it would be a cool accessory not like a “all in your face” type of deal at saab. sheesh man if its past your bedtime then thats on you, but dont go yelling at people because you slightly disagree with them.
have a wonderful afternoon Kroum
[sorry swade, i just had to nip that in the bud before it took off]
To be honest; I think the griffin badge looks better, but the text is more premium. The saab name needs to be seen more, the badge is just a blue speck. The steering wheel looks quite naked whithoute the bade, but then a badge would have trubles fit in with the design and style. On the light the text is barely visible in distance, during daylight anyway
I’m at O’Hare airport, waiting for my connecting flight back home to Minneapolis. At some point after I get home, I’ll be writing more about the 9-4x — but I have to weigh in on the badge issue . . .
1. I did not like having the rear badge over the red lights in the rear light bar. It was marginal when the red lights were off, but positively annoying when the red lights were on. Too busy, not a clean look at all.
The “SAAB” badge on the rear definitely needs to move somewhere else.
2. It looks good on the steering wheel, except that it is too shiny, and strikes me as blingy or excessive. Perhaps if it were recessed and done in a brushed metal look, it would work better.
3. The font/typeface of the “SAAB” did not seem to work – it comes across as a touch brash and busy. They should try these badges with the old Gill Sans SAAB, perhaps slightly thickened up, and see how it looks. The existing Gill Sans badging captures a Scandinavian minimalist ethic, and the new badges do not – the letters are too thick and too close together.
I would emphasize that these comments are offered in a very constructive spirit — I cannot offer enough praise about how the 9-4x design team managed to succeed in capturing Saab brand values.
Hey lads: simmer down in here.
Don’t make me do something dire like delete your comments. I know that has you quaking in your boots, so just don’t make me do it!
Honestly, even though I like the griffin, the car is more important than the freakin’ badge anyway. If the logotype works best, use it. If the griffin roundel works best, use that. Just build the car worthy of either!!
Ronald, cool down, and then quit the name calling – not cool on this website. The above post was an ironic offshot at the personalized Lamborginis launched at the Detroit show and was not addressed to you.
So while I cuddle in bed (past bedtime, right?), go have a smoke, read my previous post and hopefully you will realize I was definitely not the “prick” here. And since you may be worried about me taking off – calm down. I have been on this website for 2+ years with the same name, unlike you.
I like the Saab badge on the back of the 9-4x but the steering wheel is a bit over the top. It does seem to be some sort of reminder that you are driving a Saab in case you had forgotten.
One of the things I like about my 9-3 is the distinct lack of badges on the vehicle – the 9-3 and Aero on the back of the vehicle says it all and the Saab griffin logo is pretty easy too see as it is a wagon. A sedan is a different story.
You just have to love that Saab font though. Saab has some of the best automobile advertising I have ever seen and everything is well placed and tasteful on their vehicles. I am confident they will get it right when the time comes.
I tried to keep the intro to the poll as neutral as possible so as not to influence the vote with the text.
But for the record, I voted for SAAB on the steering wheel and the griffin on the back. I think it’s a good and identifiable logo and cars following won’t see the SAAB lettering as it’s been presented on the 9-4x (maybe it’ll be presented differently on future models).
And I’d like this site to remain flame-free, please.
i am very cool Kroum. I just believe you (perhaps unconsciously?) tried manipulating my comment to sound like “added mandatory equipment and $$$ for us consumers blah blah blah bad idea blah”
and in reality all I was doing was making a suggestion for other people who have cars that would compliment the black badges more so than the blue griffen ones, like myself.
was i offended? perhaps.
i understood your little Lambo joke. that wasnt a problem. however, trying to make a joke out of a someones opinion the way you did was awfully not appreciated and very rude.
as for ‘name calling’ i will go ahead and admit to my wrong, and i apologize.
but i still think calling someones simple opinion a dilemma, then making a mockery of it was strongly immature.
and talking about your name and how long you have been on the site is great. but really is not necessary, and doesnt help your arguement, just seems foolish. [and no sensitive, im not calling you a fool]
nighty night. and sleep tight.
The first thing that popped into my head when I saw the badge on the steering wheel was Hummer; this is probably because of the font. This may be only me, as an Aussie who hasn’t seen too many Hummers except the occasional H3 they’ve started to bring out to Oz.
Regarding the badges, at first I thought the Griffin has to stay, but when I think about my favourite Saab (the 99 Turbo); it has a SAAB Badge on the boot, (no Griffin badge) and has SAAB on the steering wheel as well.
The first Saab to wear the Griffin was the 900 back in 1984 and at that point it was a Saab-Scania Griffin Badge. The current Griffin badge has only been round since September 2000.
Over time the badge a Saab wears has changed, so I’m not fussed.
I say it doesn’t matter. My 99GL doesn’t have any griffin badges and it’s about as Saaby as you could ever want.
Besides, everyone know any “real” Saab just has a chrome circle where the badge used to be.
I voted for the SAAB lettering on the rear and steering wheel. I feel no attachment to the Griffin. I’d love to see the old aeroplane logo modernised and used, i’ve always liked that one.
Swade, maybe you should show then how cool the very top of your webpage looks with the griffen badge floating in the middle of that rear lightcluster of the Swade Aero-X! I vote Swade as design consultant!
Why not have both on the back? My 2001 9-5 has the word SAAB on the left, the griffin badge in the middle and 9-5 on the right. I say keep the logo on the back but maybe design a new logo with just the griffin and take out the colors and the word SAAB. Similar to the logo you find on Peugeot cars.
http://apollo.divshare.com/apollo2/files/2007/07/30/1414104/Peugeot-308-RCZ-widescreen-002.jpg
Skip “SAAB” both front and back, but put it on the mudflaps which, judging only from available photos, will probably be needed to protect the sides of the 9-4X while also reducing risk of damage to vehicles in its wake.
Keep the griffins. SAAB won’t get more brand recognition from putting their name on the back of cars. That’s what top notch product and marketing is for. A logo such as the griffin is more effective for brand identity. You don’t see Apple putting their name on the lid of their laptops do you????
Good ideas, Wulf and BrianL. Just a griffin, but not the round shape either. The badge would be griffin-shaped, right? I’d still like the color though (red griffin w/ gold crown) instead of monochrome chrome like the example in Wulf’s Peugeot link.
I’d like to re-iterate Brendan’s point – I thought HUMMER too when I saw the steering wheel. I’ll keep my Griffins thanks.
Mr Humpage, you truly are a wise man. I was talking to Andrew Dyson, one of the designers of the car (and a pom, too) and he mentioned the exact same thing about modernising the aeroplane logo.
As much as some people do not like the “Saab is born from jets” ads, GM and Saab have spent fortunes getting the Saab name back in consumers heads. How does the griffin relate to the Saab? It isn’t like Apple, who’s logo is an apple…
Keep the griffin on the steering wheel and on the front of the car (but have the letters SAAB on the passenger side of the IP and in the grill), and ONLY the SAAB lettering on the back.
There are a lot of other places for the griffin. The headrest, floor mats, on the key head, wheel centers… look at the Chevy Malibu, which has several hidden bow-tie logos. Saab could easily do this, too, and I am sure a Saab buyer would appreciate that kind of attention to detail.
To me, people who buy a brand car, I will use BMW for an example, usually do it for the badge. People who buy Saab buy it for the car, and are less concerned about the logo on said car. If they wanted a badge, they would have bought a BMW. Just like some people buy Louis Vuitton luggage and some people buy discreet black luggage. The black suitcase may be just as nice, cost less, and be more practical, but there are consumers that don’t care about that; they want a brand to show of. We should just let people that value brands load their overpriced vinyl bags into their (IMHO) overpriced BMWs, while we discreetly slip away in our Saabs.
As much as some people do not like the “Saab is born from jets” ads, GM and Saab have spent fortunes getting the Saab name back in consumers heads. How does the griffin relate to the Saab? It isn’t like Apple, who’s logo is an apple…
Keep the griffin on the steering wheel and on the front of the car (but have the letters SAAB on the passenger side of the IP and in the grill), and ONLY the SAAB lettering on the back.
There are a lot of other places for the griffin. The headrest, floor mats, on the key head, wheel centers… look at the Chevy Malibu, which has several hidden bow-tie logos. Saab could easily do this, too, and I am sure a Saab buyer would appreciate that kind of attention to detail.
To me, people who buy a brand car, I will use BMW for an example, usually do it for the badge. People who buy Saab buy it for the car, and are less concerned about the logo on said car. If they wanted a badge, they would have bought a BMW. Just like some people buy Louis Vuitton luggage and some people buy discreet black luggage. The black suitcase may be just as nice, cost less, and be more practical, but there are consumers that don’t care about that; they want a brand to show of. We should just let people that value brands load their overpriced vinyl bags into their (IMHO) overpriced BMWs, while we discreetly slip away in our Saabs.
Badge engineering in relation to brand identity is a very interesting subject to me. For the best recognized brands in the world, the name of the brand isn’t even needed. McDonalds, Mercedes, Apple, and Playboy come to mind.
Lets examine the other premium car brands. BMW, Lexus, Mercedes, and Audi, all have logos that are representative of their brand. Only Volvo makes joint use of their name as a logo. I would say that the type-font for volvo’s name is a stronger logo for the brand than the male symbol or whatever it is that they use.
I don’t have an opinion on which is a better strategy for long term brand recognition, nor do I think it makes a difference in identification or prestige. Saab has always had an excellent typeface, which I honestly think has stronger presence than the Griffin. However, I do think that the griffin is definitely not something to disregard, as it carries a lot of prestige on it, much like cadillac’s coat of arms, and porsche’s emblem. It also has been used for quite awhile, so any drastic switch now would most likely hurt brand recognition rather than help it.
What I think they should do, is update the Griffin again. Other logos that use multiple colors stand out, such as BMW (the white/blue contrast is key). These are strong brand identifiers, which I think the Griffin lacks.
So, I would like to see an update of the Griffin logo, to become more solidly positioned as a brand identifier. More integration into Saab’s marketing and image might be in order. As for the lettering, the SAAB typeface has always been solid, and I like it on the car. I just don’t want to see Saab go back and forth between the two and not give us a clear brand identifier. Either stick with the SAAB lettering and let the griffin take a silent background, or update the griffin and develop a solid brand strategy that uses the strengths of both.
As a “skåning”, of course I want the Griffin all around.
But a modernized airplane logo? Hmm…
Will miss the badge on the steering, i still get a huge smile on my face when i see it while driving. Although, i think, best thing to do to make my decision is ask SAAB to lend me the 9-4x for a couple of months and see how i get along with it
If there is to be no badge at threar, then the SAAB lettering needs to be larger and not lost in the light tube.
I think the badge, as someone else said above, is too bright – and the shade of blue does not go well with my fusion blue 9-3 and looks too obvious against the black and silver. Maybe the enamel-less badges are the way to go a la Jaguar.
Also, SAAB have used a few typefaces in the past – not sure I like the chunky one shown here, prefer the taller 9-3 style font.
Why are they cocking around with this.
Just put the same SAAB Griffin roundel on the wheels, the bonnet (hood for GM-types), the boot (trunk for GM-types) and the steering wheel.
That is consistency.
Surely they have more important things to do with turning Saab (the business) around rather than messing about with the badges on the car.
I can not believe this.
As every day passes I become more and more certain that my next car will be German.
Buy a next-gen 9-5 or 9-3 and it will be German, John
my 1st car was a 900s which had the lettering on the back.
I voted and like the front.
-How about the Plane logo for steering wheel?
-(back) griffin badge centered like Aero X!
Amusing thread.
That a small lion with a crown on his head could stirr the emotions so heavily …
I voted for Griffins all over the place (and i didn’t cheat and only voted once.)
Maybe saab should take the fiat 500-route and give customers a choice of choosing decals etc. (but within a certain distinguished framework in order to keep the prancing moose in the aftermarket-spheres and as long there won’t be a GM-badge somewhere too visible).
as long as you keep my griffin round and centered on the back little else matters!
SAAB is on the right path with this one, no doubt in my mind.The griffin is only an invention of the past 2 decades.
About that steering wheel there is more to say tan just the saab-text instead of a round decal.
Some positive remarks on that steering wheel:
-The flattened-out underside.
-The center-part of the wheel even takes on the design idea of the canopy-opener in the aero-X.
Some negative remark on that steering wheel:
-Isn’t the center a bit bulky and massive ?
The griffin logo is so neat, despite it’s an adpoted child.
Saab cars had no such logo to start with it was a propeller aircraft design. The griffin was adopted during the marriage with Scania.
But I think it’s one of the stringest logos and prettiest (beside’s Alfa Romeo). I will miss it and will MAKE my own oen to put it on if I have to.
I hope this decision is not based on cost cutting as the badge will logically cost more to make than the letters.
I will expand on my thoughts.
1) Having a logo is “a good thing”. It is generally easier to recognize and associate than a bunch of letters. Think Apple. The Apple-logo makes for a clear design, yet makes the products very easy to identify. It’s also simple enough to be useable in just black and white, or as silhouette.
2) Having a name logo (like the IKEA name) is no problem – if all it were was to put 5 m high letters on top of a building. What is needed here is to recognize something on a car (with a sensitive design languages) from a distance of 10-15 m. Letters big enough will look cheap and intrusive (if that is the correct word).
3) The Saab logo is a designers dream. It’s round which makes it very easy to put on everything – from a building or a car, to a website or a letterhead. Also, it has a tradition, and it looks “classic” and “premium” (unlike, say, the Volvo, VW or Lexus logo).
4) To get rid of a logo in a brand-centered market as the auto industry is very risky. It has been around for decades. I know that the name Saab is written in a special font, but it’s not special enough to carry an identity alone and really stand out as a logo.
Completely in agreement with ctm here.
The chunky font is a step back, looks very 80′s.
Saab has a good point… but they’re going after it the wrong way here. *personally* I like the look of the “SAAB” lettering, but that is PURELY personal preference, not logic thought.
Saab is doing this to try to increase brand recognizability. Believe it or not, LOTS of people see Saabs every day. Those same people often say, “That looks really great! I wonder what it is…” Then they go home and DON’T research what it was. That ’08 9-3 just became “That car with the cool headlights.”
But plastering “SAAB” all the way down the side of the car isn’t going to change that. Certainly, plastering “SAAB” across the back and steering wheel aren’t going to change that much. You know what WOULD change that?
You guessed it, advertising. In the US, television advertising. GOOD television advertising! The ’08 commercials so far are TERRIBLE. Show off the car, not just the fancy special effects (which I don’t think are very good, having done some CGI work myself).
The car will not advertise itself in the way Saab wants it to. People (in the US anyway) need to be inundated with the name, the headlights, the dashboard… Put the 9-3 and the 9-4X in a picture with the AeroX and plaster it in magazines.
Hell, a magazine ad for the 9000 10 years ago is why I’m here. It works.
I’d hate to see the griffin go on the back, but the worst offence IMO is the loss of the griffin on the steering wheel.
On the Aero-X, the griffin badge is at the back in the middle of the light strip, and I think it should stay this way on the 9-4X and future Saabs as well.
I find the badge very good looking, and the blue, red and gold makes it look sort of “royal” which in my vocabulary, is a positive word.
Ctm’s expansion on the badge is clear and makes sense.
Personally i like the alfa romeo snake in the same way as the griffin badge. Together with the bmw-propellor (!) , the maserati/neptunus fork and the cabc-lotus-badge they are the best decals in motor industry still in use at this day.
It doesn’t make sense not to use it on the approriate places.
Saab needs to keep the griffin. As the logo is, it is good. Primary colors, nothing too complicated. Recognizably different than everyone else.
Reading through the thread, I was also going to suggest that if they wanted to update the look of the logo they should take the griffin off of the blue circle.
And I think there’s another reason to keep the griffin. It’s… what’s the word… antromorphic? Other brands use a stylized letter. Who can connect with that. This may sound weird, but when I’ve driving the Viggen, I feel that I myself am that griffin: a swift, winged lion-eagle, king of the road. I can connect with it.
No, they shouldn’t use the text only. I think only Isuzu does that, even volvo has that male symbol thing. You want to be able to recognize it at a glance, and that’s what a logo does.
BMW and Audi (Saab’s two biggest competitors) have badges.
Griffins all around!
I find that the branding on the steering wheel is visually distracting. It shouldn’t be chromed, and it shouldn’t look like it is stuck-on with double-sided tape.
However, it does work well in the context of a show car. Nothing says “that the new Saab interior” quite like writing “SAAB” in big shiny letters in the middle of the steering wheel.
The rear is a bit too busy to my taste but, again, that kind of stuff works in a show car (just like the 20″ wheels). I will just go with the assumption that these design decisions will be “revisited” before the car is released.
The Griffin is a great classy logo that stands out with every body colour but 90% of them have pealed away and give the car a neglected look. I got tired of replacing the ones on our 9-5. Isn’t writing the name of your car on the steering wheel a bit of an oxymoron !
I love the Griffin badge. It makes the 3 pointed star and the blue and white propeller look plain and boring!
Wow, what a difference in thinking we all have regarding this matter.
I personaly think that the Griffin Symbol is of real importance for the brand. It is a beautiful logo and realy stands out. As somebody said, no other premium brand except Volvo would take the company logo of the rear of the car. Volvo hasn´t had their (IRON- Mars god) logo on the rear for ages. Does GM think that this is a typical Scandinavian way? It´s not. It´s Volvo´s way and let them have it their way.. Other reasons for not having the Saab logo could be.. 1. HUMMER hasn´t got a logo other than HUMMER, so why would Saab? (Idiotic) 2. Cadillac logo neads more attention in Europe (Seriously idiotic) 3. Either Saab Technology or Scania wants the logo to themself and does not care about herritage? (Idiotic but in some ways understandable)
I want it to be there on the lid…
Cheers fellows!
I think the real issue here is that SAAB has no recognisable branding other than the four letters becausse they have changed logo SO OFTEN. I remember my dad’s 1972 99 with the (at that time ‘new’) aircraft badge. It was then deleted and for years we carried on with the name badge only. Then we had the great Saab Scanie roundel which was IMHO a really nice badge. Once you take Scania out of it though, waht e have today is pretty poor. For those outside the UK, you probably don’t realise te Vauxhall (that’s our Opel) uses the griffin (and have since 1908) on their cars, so it actually reinforces the arguments that Saabs are re-badged Vauxhalls
I really think the SAAB name badge IS the only lon-term consistent logo we have and it compares well with the likes of IKEA ! or Coke or IBM
You lot really have missed the point- haevn’t you?
The Griffin only got put on Saab cars in the early 1980s when Saab merged with Scania – whose emblem was- a Griffin.
There has never repeat NEVER been a Griffin on a Saab car prior to this- not on 92 – 96, not on 99 and not on the first tranche of C 900s.
So why are you all pleading to keep something that has little or NO part in Saab’s true lineage and heritage.
It simple folks- vote for an update of the classic aeroplane logo.
Imagiena really stylised SAAB script in chrome with a black frame on chrome and that updated aeroplane.
A Griffin on the wheel hubs- isn’t that what Vauxhall do in the UK – another GM brand whose emblam has always been a thing called a Wyvern – a sort of Griffin…
So- someone pls explain to me why you are so attached to SCANIA’s bl…dy badge???????
Ducati has the most minimalistic-logo you could imagine (red circle with diagonal interruption). But it isn’t recognizable unless you see the letters DUCATI next to it.
The Griffin-badge works even if the SAAB-text isn’t in the neighbourhood.
But all this discussion will be over, when saab-sales volumes aren’t getting higher.
So, even i’m no saab-text & suv-fan, the 9-4X gets my appreciation and let’s hope by the next naias saab doesn’t end up like this:
http://www.leblogauto.com/images/new_badge_1.jpg
Do we allways and for ever want cars with all the features and the design we know from the past? Of course not. In my opinion it`s often the same scenario. Many of the enthusiasts of a brand are crying if the publishing and revealing of a new model show suddenly some characteristic marks which have not been known until to this moment. A loss of the brands identification and image of individuality will be predicted. Saab, does it yet have any individuality in these days?
Saabs designer team tries a new approach to the cars label which marks in a simple but nevertheless well appealing way to the public the brand. I believe we should wait until we have seen the car in real with this little nice 4-letter design on its steering wheel and on its rear. Audi does prefer a 4-rings design in its label and perhaps Saab the 4-letter label. That would be the little but the fine difference. At the end all will be a question of accustoming
Does it matter what we think? Has a car company ever listened to what the owners and buyers think?
I like the Griffin logo but my first Saab never had one, and my 9-3 now has a silver disc on its hood. I’m undecided on this one, but whatever they do, they should glue it on nice and tight!
2 quick points:
1) Saab has 2 models in most of the world. BMW has like 9, while Audi has 8. They are both in segments lower than Saab, and segments far far above Saab. BMW has 3 SUVs, while Audi 7 high performance models. Comparing Saab to these companies is unfair and makes Saab look sad, when it is really just more focused.
2) Again, STOP saying that Apple doesn’t write “APPLE” on their computers. Their logo is a apple. Apple uses an apple. If Saab wants to change their name to “Strange fire breathing lion wearing a crown” they can keep the griffin, but otherwise, this argument is a bit weak, and should be retired.
To put things into context here’s interesting reading on the histories of the various auto manufacturers’ logos.
Another thought: maybe we should ask that guy whose Flickr collection eggsngrits posted a picture from a few days ago with the Saab griffin logo tattooed on the back of his head to vote in the poll!
KenH, there are companies that listen. Take a (bad) example at Renault, they postponed the introduction of the new Twingo and they messed it up, it is told that every little bit of character was taken away from prototypes, just to fulfill all the needs of the so called customers. As the previous generation had at least on design level certain qualities, the recent version is a soulless nobody-car.
Saabaudi, i agree with you we shouldn’t always look back. But then why change what is good ? Changes should be more than just cosmetic, but substantial and technological, and if form really follows function, the mere cosmetic aspects will evolute as well.
(Hi Mac-users and all other Microsofties out there, the Apple is mostly accompagnied with the Mac-word – so the Griffin-badge works ok if the Saab-word is somewhere around).
Just to have a nice overview:
http://www.autozeitung.de/online/render.php?render=marken
By the way, 1985Gripen’s link towards the logo’s is nice but incorrect on the abstract Skoda logo, you’ll find it i.e. over here:
http://www.cartype.com/page.cfm?id=218
It’s a 1923 abstract version of the 1915-1920 indian head.
Well done, graphically.
More info on your pride-logo:
http://www.cartype.com/page.cfm?id=215&alph=ALL&dec=ALL
Lance, I think you’re the one missing the point.
Even if the gripen is not well recognized, nobody is going to recognize the plane logo. And personally, the plane logo doesn’t even look like a plane to me. The first time I saw it I couldn’t tell what it was, it looked like three balls on a wire.
So, even the gripen was (and it does remain) the symbol of Scania, it’s a good, simple, recognizable logo now associated with the brand, so let’s keep it as our own.
If they decided to drop the traditional logo, then I’d vote for a recognizable evolution of the gripen logo.
Lance, let me try to explain you why 44% or more are so attached to SCANIA’s bloody badge.
Deep inside we can feel the link between the bloody SCANIA badge and the most marvelous alloys ever on a SAAB, this picture says it all:
http://www.keltruck.com/Images/Scania_logo_details_tcm173-70808.JPG
No vintage and no modern saab in its overal form, nor any small item, decal, or any other detail ever achieved this in terms of mere design quality, what was made clear in the dynamic symbiosis between triangular and circular forms, with an agressive lion as additional gift in the middle of it.
That BLOODY Griffin badge happen to be COOL. Okay?
Propeller aircraft logo is outdated and seriously LAME.
And I happen to think SAAB-SCANIA era saabs are the best of them all, C900, enough said.
I can’t beleive I feel so strongly about this, but I do. Like I said if they phase out the griffin in future models I WILL make my own and stick it up.
On my 9-5 I actually run a Scania truck badge and 2 griffin stickers under the side indicators.
wilfried you hit it right on the button
I love the saab/scania badge on my 9-5 Aero
http://logotypes.designer.am/t/saab_scania.png
The circle, along with those detail pinstripes makes for a visually interesting badge, and the griffin gives it some real identity. I also like how the “saab” and “scania” lettering curve around the top and bottom edges of the badge, which does a great job of emphasizing the circular shape of the badge. It just has an overall terrific shape to it.
The current badge looks terrible imho
http://content.answers.com/main/content/wp/en/thumb/b/b1/200px-Saab-logo.png
There is way too much open space on it, and the horizontal “saab” lettering looks like an afterthought. It all ends up looking barren and cheap compared to what the “saab/scania” badge was. After seeing it in a 2008 9-3, I think saab needs to go to a slightly darker blue, make the “saab” lettering follow the bottom of the badge again, and add some pinstripes or other designs like those of the excellent-looking scania griffin you posted. What’s in the new cars right now just looks like a cheap afterthought and completely lacks any of the panache that the old saab/scania griffin logo had.
Details people, details!
1985 Gripen, you bring up a good point…what’s that poor tattooed bugger going to do if Saab changes its logo?! What a betrayal!
Also, thanks for the link to the history of car logos…now I’m thinking Saab should keep the Griffin!
Minor sidenote on the origin of car emblems: I read somewhere that Mitsubishi means Three Diamonds in Japanese. Aren’t SAAB turbochargers Three Diamonds?
Since most SAAB drivers seem to relish the thought of other cars being behind them I think it’s a great idea to spell out clearly what passed them.
I think Bernard was right on with the remark that spelling out SAAB on the steering wheel is a smart move at a major auto show.
1985 Gripen – I actually meant the griffin logo as a whole… including the blue circle. But it is a great idea to use the griffin alone as embroidery detail on seats, floor mats, etc.
Several people mentioned this as well, the design and colors are unique and most definitely has a look of royalty… gold is royal, blue is royal (ha!), and red royal. Plus, how many other logos have a crown in it?
I agree with No.9 (entry 51) the badge is good for identifying, but why is it such a crap quality ? Should be made of metal with enamel lacquer, instead of cheap plastic that never lasts more than a few years. I have had to replace them on all my saab’s NG 900, 9-3 and 2 x 9-5.
BTW the badge on the steering wheel was in metal quality on my NG 900 ! – strange.
But why put anything on the steering wheel at all ? May be ok on a concept car, at an auto show, but i am fully aware of my car’s identity, and i am proud of it, so take it away please
Seems we area diverse lot then!
I fully agree with CTM and Highway Star, leave the Griffins alone! Griffins are Guardians,and besides if you see that grille in the rear view mirror you know it’s a SAAB!