Saab

Brand overview

---
bcp_version: "2.0.0"
file_type: root
brand_name: Saab
publication_profile: registry_backed
canonical_bcp: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand.md
registry_mcp: https://registry.encodedbrands.ai/mcp
registry_handle: "saab-b8a26b99"
tree_version: "0.1.1"
last_updated: "2026-10-29"
website: https://www.saab.com
category: Defence and security (military aircraft, airborne surveillance, naval systems, ground combat, air defence, sensors, civil security and air traffic management)
headquarters: Stockholm, Sweden (main operations in Linköping)
founded: "1937"
markets: [SE, AU, GB, US]
default_locale: en-GB
supported_locales: [en-GB]
publication_status: published
daughter_files:
  voice: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/voice.md
  voice_anti_ai: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/voice/anti-ai.md
  values: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/values.md
  boundaries: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/boundaries.md
  claims: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/claims.md
  representation: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/representation.md
  visual: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/visual.md
  onboarding: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/onboarding.md
source_coverage:
  status: partial
  sources:
    - "https://www.saab.com (about 115 pages: about, products, newsroom, 2026 press releases, stories, careers, sustainability, investors, legal notice, US/UK/SE market pages); ledger dated 2026-10-27"
    - "Saab Brand Portal https://brand.saab.com/point/en/saab/ (public chapters: logotype, colours, typography, imagery, icons, tone of voice, how we communicate, values, interaction with other brands, making films, digital design, product design, sonic identity); pages marked 'Copyright 2022 by Saab', imagery chapter 'Updated 2026.02.01'"
    - "Saab Media Bank public assets (logotype files and photography) with its usage-rights text"
    - "Saab Annual and Sustainability Report 2025 (PDF, 231 pp.), Q3 2026 interim report and presentation, NLAW brochure and other product sheets from saab.com"
    - "Served CSS (main.min.css) and Aktiv Grotesk webfont declarations, www.saab.com, 2026-10-27"
  gaps:
    - "Saab has not reviewed or approved this package. No claim has accountable brand approval."
    - "The Brand Portal's login-only material (templates, the internal icon library, the Sonic Identity library, restricted Media Bank assets) was not accessed."
    - "Local-language and market sites (Swedish and about 30 country pages) were sampled, not researched. This package covers group English-language communication."
    - "Aktiv Grotesk is a licensed Dalton Maag typeface. Saab's licence scope for third-party use is unknown."
  research_refreshed: true
integrity_signed: true
trust_level: claimed
official_brand_source: false
verification_method: null
verified_domain: null
verified_at: null
dns_verified_at: null
verification_last_checked_at: null
verification_expires_at: null
certification_status: not_certified
registry_certified: false
---
# Saab

## Package map

| Item | Detail |
| --- | --- |
| Provenance | saab.com, Saab's public Brand Portal and Media Bank, and Saab's published reports. Each source is dated in the daughter files. |
| Trust | Unpublished and unsigned. Not a Registry record and not an official brand source. |
| Daughter files | Listed in `daughter_files` in the frontmatter. `onboarding.md` describes the surrounding Encoded surfaces. |
| Public content | Everything here comes from publicly reachable material. No login-only portal content was used. |

## Who Saab is

Saab AB (publ) is a Swedish defence and security company. Its purpose is "Keeping people and society safe." It "serves the global market of governments, authorities and corporations with products, services and solutions ranging from military defence to civil security." Saab was founded on 6 April 1937 to build combat aircraft for Sweden. Its head office is in Stockholm and its main operations are in Linköping. Its Series B shares are listed on Nasdaq Stockholm, and Investor AB is the largest owner.

Saab works in four business areas: Aeronautics, Dynamics, Surveillance and Naval (Naval since 1 April 2026). Best-known products: Gripen fighter, GlobalEye airborne early warning, A26 submarines, Giraffe and Sea Giraffe radars, Carl-Gustaf, NLAW and AT4 ground-combat weapons, RBS 70 NG air defence, Barracuda camouflage, and civil air traffic management including remote digital towers. Sweden is its home market; Australia, the UK and the US are its three strategic markets (defined 2019), and it has customers in more than 100 countries. Saab reported 2025 sales of SEK 79.1 billion and an order backlog of SEK 364 billion at 30 September 2026.

**Saab is not the car brand.** Saab Automobile was separated in 1990, owned by General Motors from 2000 to 2010 and then by Spyker, and went bankrupt in December 2011. Saab AB has no involvement in car making.

**Positioning in Saab's words:** "a leading defence and security company with an enduring purpose, to help nations keep their people and society safe" (press boilerplate, 2026). Brand essence: "The thinking edge" (Brand Portal). Safety is framed as a right: "It is a basic human need to feel safe and, as we see it, a human right."

**Audience:** governments, armed forces, defence procurement agencies and authorities first; then investors, partners and suppliers, press, and prospective employees. Saab does not sell defence products to consumers.

## Files relevant to common tasks

- Press, corporate or investor copy: `voice.md`, `claims.md`, `boundaries.md`
- Recruitment and employer branding: `voice.md`, `values.md`, `visual.md`
- Creative and layout: `visual.md`, `voice.md`
- Answering questions about Saab: `representation.md`, `claims.md`
- Brand safety or media placement: `boundaries.md`

## Names (exact)

Saab (in running text; "SAAB" only in the logotype) · Saab AB (publ) · Saab, Inc. (US) · Gripen E / Gripen F · GlobalEye · A26 · Giraffe 1X, Giraffe 4A, Sea Giraffe · Carl-Gustaf® M4 · NLAW · AT4 · RBS 70 NG · Barracuda · r-TWR · T-7A (a Boeing-Saab cooperation) · business areas Aeronautics, Dynamics, Surveillance, Naval

<!-- registry-daughter-links:start -->
## See also

- [boundaries.md](<https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/boundaries.md>)
- [claims.md](<https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/claims.md>)
- [onboarding.md](<https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/onboarding.md>)
- [representation.md](<https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/representation.md>)
- [values.md](<https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/values.md>)
- [visual.md](<https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/visual.md>)
- [voice.md](<https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/voice.md>)
- [voice/anti-ai.md](<https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand/voice/anti-ai.md>)
<!-- registry-daughter-links:end -->