Scandinavian Airlines has unveiled a new brand platform and slogan, “Scandinavian as Standard,” to coincide with its 80th anniversary. Developed with Ogilvy, the campaign will run across TV, online video, digital display, outdoor and social media as SAS refreshes its public identity for future communications.
The airline is using the anniversary moment to sharpen its brand positioning around Nordic values such as trust, collaboration, curiosity and openness. SAS frames the platform around the idea that the world needs more Scandinavia, with the slogan intended to appear in both domestic and international communications.
The move is a branding initiative rather than a change to fleet, network or onboard product. No new logo or corporate rebrand has been outlined, but the wider communications push signals how SAS plans to present itself commercially at a symbolic milestone.