Saab Font

When the first decade is over and there are no more new Saab vehicles, it won't matter to us enthusiasts because we will still feel strongly about this automaker and enjoy being reminded of some of its earlier characteristics. Saab's visual identity and advertising strategy, as well as the choice of font (typeface), which is one of the crucial components of visual brand communication, are some of the characteristics that have helped Saab become recognizable (at least in the last ten years of its existence).

Businesses have always aspired to create a distinctive corporate identity. It is therefore understandable why Saab Cars chose the rather dated but fantastic font, Gill Sans. All of Saab Automobile's marketing and advertising materials are in Gill Sans.

Gill Sans, a humanist sans serif with clear roots in handwritten letters, is incredibly legible and readable in text and display work. For packaging or posters, the condensed, bold, and display versions work great. This font is very close to the source sans pro font.