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I redesigned Saab's corporate identity for class... (+)
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Posted by Adrian [Email] (more from Adrian) on Thu, 3 Jun 2004 23:55:13 Share Post by Email
In Reply to: I think Saab needs a key word, not just a "competancy", McTeague, Thu, 3 Jun 2004 19:28:21
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...using various logos and print advertisements and brochures etc. I came up with a tag/motto that would be to Saab what "for life" is to Volvo, and it was simply: "bold." (i.e., "Saab - bold.") The design of a Saab is bold, the attitude of Saab is one of boldness. Synonyms for bold include assured, brave, ambitious, enterprising, gallant, active, intrepid, adventurous, aggressive, resolute, and heroic. Let's get out, let's drive, let's be exactly who we are and who we want to be with no pretense, let's be safe doing it! I feel like all of those words, including the prevailing "bold," can be attributed to Saab, Saab drivers, and Saab automobiles -- in a specific way that the word(s) cannot be attributed to other cars. Obviously the words can _apply_ to other cars, but "bold" as a presiding term is most relevant and appropriate for Saab. It also ties somewhat into the bold text of Saab's age-old logo, and when the text "bold." is positioned carefully under "SAAB", it looks quite apropos.

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