SAS Unveils New Livery, Continuing Cabin and Fleet Renewal Started in 2015
Updated: Jan 11, 2020
Today, Stockholm-based Scandinavian Airlines (SAS) presented their first livery change in 21 years. The updated livery will first appear on newly delivered Airbus A350s and A320neos but will be rolled out fleetwide by 2024.
The airline’s current livery, consisting of a blue tail with updated SAS logo in white and red engine nacelles, was introduced with the delivery of the Boeing 737 NG in 1998. The new design pays homage to the existing livery while highlighting the future of the airline with a modern interpretation of classic Scandinavian design.
Although the changes may appear minor at first, on closer inspection they are numerous, with attention paid to every detail. The “SAS blue” has been retained on the tail, but now swoops down to the underside of the rear fuselage with a curve, like the Qantas tail scheme, but in one color. The fuselage has been upgraded to a “fresher” shade of light gray, but the biggest change is the large silver SAS logo, which occupies nearly the entire height of the forward fuselage. The engines are now metallic silver, with the forward “crown” in SAS blue and the word “Scandinavian” tagged on the outboard sides. A traditional Scandinavian flag scheme (including Sweden, Norway and Denmark) has also been added to the upper rear fuselage, while the inner winglets are blue with a white SAS logo. Finally, a large Scandinavian text graphic has been added under the fuselage for better ground visibility.
In a Presse Release, SAS President & CEO Rickard Gustafson stated, “
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 from Scandinavia will recognize their home, while global travelers will encounter the renowned feeling of the Nordics.”
SAS is committed to the environmental sustainability of commercial aviation. Earlier this week, the airline announced a program where passengers could voluntary purchase biofuel as an “ancillary” product when buying their tickets. According to the airline, biofuel can help reduce CO2 emissions by up to 80 percent, when compared to standard Jet-A fuel. By 2030, SAS hopes to reduce their carbon footprint systemwide by 25%.
While new airline liveries often draw critics, we find very little fault with the new SAS scheme. Legacy airlines typically eschew drastic livery changes, especially if they have built a solid reputation. Since SAS (founded in 1946) has a good reputation, it makes sense to build on their heritage, while tipping their hat to the future. The oversized logo concept isn’t new, but unlike Pan Am’s oversized “in your face” logo on their final livery, SAS has managed to do the job with understated excellence.