As is clear from the press, radio and TV, the right to the trademark is one of the outstanding issues in connection with the bankruptcy trustee’s sale of the Saab passenger car business. For Scania, it is important that the purchaser does not have plans for use of this trademark which will conflict with the operations conducted by the company.
A trademark is a high-value, critical business asset. The value of Scania’s brand, which is symbolised by the griffin, has been built up over a very long time and is very strongly linked to the company’s products and services as well as its core values.
For more than 110 years, Scania has marketed its products and services using the Skåne griffin in its trademark and symbols. Skåne (Latin: Scania) is Sweden’s southernmost province, with Malmö as the largest city. A total of eight different such griffins have been recorded over the years.
Introducing the griffin
The griffin is a symbol which has a central position in Scania’s history and a strong connection with the company’s long and distinguished tradition. The griffin symbolises qualities such as strength, speed, alertness and courage.
The first time we come across the Scania name and the griffin is in 1901. The first trademark of Maskinfabriks Aktiebolaget Scania in Malmö was registered at that time. The trademark was combined with the décor element of the pedal crank in the bicycles that this small company manufactured in Malmö and also came to adorn the radiator of Scania’s first series-produced passenger cars.
The VABIS (Vagnfabriksaktiebolaget i Södertälje) name was registered on 13 June 1906 and was used on all vehicles that the company manufactured in Södertälje until 1911, when AB Scania-Vabis was formed. The trademark, or symbol, that was then designed would become a legendary mark of quality in Swedish industry.
When Scania and Saab merged in 1969 to form Saab-Scania, the Scania name was used on the vehicles, supplemented in certain models with a separate griffin – a symbol of the Scania product.
Adopting a new symbol
This is how it was until 1984, when Saab-Scania adopted a new symbol, designed by the world-famous Swedish artist Carl Fredrik Reuterswärd. The new symbol, with the Griffin and two vertically displaced ellipses connected to what characterised the company: Swedish, with technical know-how, broad experience and a long tradition.
When Scania became an independent company again in 1995, it was natural to let the griffin and parts of the pedal crank serve as the basic element of the new corporate symbol.