Diefenbach Elkins Davis Baron of London had created the foundation for the design. Stockholm Design Lab went on to develop the design further and apply a Scandinavian touch. Monotype Imaging was then selected to provide the necessary typographic expertise.

Monotype Imaging helped us identify four alternatives for typography.

Three of these started with a selected typeface and involved different licensing options. The fourth alternative, designing a completely new typeface exclusive to SAS soon emerged as the most advantageous.

Since the typeface would be exclusive to SAS we would own it outright. There would be no need for licence discussions when distributing information on CD-ROM or Intranet.

We could also add the prefix SAS to the typeface name, removing any doubt as to which typeface should be used internally and by suppliers around the world.

The SAS masterbrand consists of the SAS logo and the wordmark ‘Scandinavian Airlines’ in the Rotis® design.

Sub-brands and business areas are distinguished through various combinations of the SAS logo and the Scandinavian or Rotis typeface.

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