SAS Corporate sustainable program objective is for customers to feel that SAS is leading the way within sustainable air travel. This requires showing people that SAS actively takes leadership and proving how this is done with actions. To create relevance and appeal for CSP members, the design exploration will begin from the statement "Join us on the way to more sustainable air travel”. The developed expression of the CSP should communicate that this is a sustainability initiative and explore if/how we can create a sense of community together with member corporations.

To better reflect the content covered under our sustainability communication, we have developed a softer, more natural expression of the SAS identity. The toolbox is the same but the way it is used is slightly different. We have specially chosen images, use typography in a new way and have given more warmth to the colour palette.

The symbol is something that is emotionally driven, has a strong symbol value and is recognizable, and expresses and builds clear brand value, as opposed to generic expression of most sustainability icons.

Designed at Bold (Stockholm)