SAS gets a makeover with a new visual identity

For the first time in 21 years, SAS launched an all-new visual identity yesterday and unveiled a new design for the exterior of its aircraft. The new Airbus A350 and A320neo that the airline will receive and embody its future will be the first to be equipped with this new design.

According to Rickard Gustafson, President and CEO of SAS “The new livery design is a symbol of our future, a more sustainable and competitive future for SAS, but one that also embraces our heritage. Travelers in Scandinavia will recognize their home country, while travelers around the world will encounter the renowned Nordic feeling.”

Customer feedback shows that travelers are proud to be part of the SAS community and that the unique blue color, which has become the SAS signature, and the logo are among the strongest brand identifiers.

The deployment of the new SAS livery will follow the normal aircraft maintenance program, which means that the existing fleet will be updated with the new livery in accordance with a repainting process already scheduled every 5-6 years. All SAS aircraft will be equipped with the new livery by 2024.

The new Airbus 350 and Airbus 320neo will be among the first to be equipped with the new livery. In total, as part of the short- and long-haul fleet modernization, SAS will take delivery of the new Airbus 320neo (80), Airbus 330 Enhanced (5), Airbus 350 (8) and Airbus 321LR (3) by end 2023.

What’s changing in the SAS visual identity

The old gray color used on the fuselage has been changed to a cooler shade of gray.

A large SAS logo has been placed on the front of the aircraft in a silver tone.

Analysis and customer feedback has shown that SAS’ unique blue color is strongly recognized by the SAS travel community. The new SAS livery embraces this unique relationship between SAS and real travelers by enhancing and extending the blue color of the tail further down the belly of the aircraft.

The nacelles of the engines, which are currently red, will now be silver-grey and covered with blue SAS crowns.

The word “Scandinavian” has also been placed under the plane on the belly as Emirates does for example.

The Scandinavian heritage is also reflected in the three Scandinavian flags that have been updated in a modern and elegant way.

Our opinion?

An evolution without revolution. SAS was one of our great discoveries of the year and we are quite happy to see a little bit of freshness on the livery which should finally be as beautiful as the cabin (at least on long haul flights).

Blue is definitely in fashion in the airlines. After United and Lufthansa (partners of SAS in the Star Alliance), here is a new airline that is redesigning its identity by keeping only the blue. That’s good, we weren’t fans of the red engines.

To be seen in real life but I really like it.