After 17 years with a uniform designed by “SAS uniform design team,” it is now time for an update. In October 8000 SAS employees in the air and on the ground will switch to an updated uniform with a stylish, modern and Scandinavian design that reflects SAS visual identity “Blue On Blue”.
– Over the past year we have had a strong focus on SAS visual expression, and we have worked with everything from logo, text and color to the material. The work has been important for us that there is a visual context and similarity in all of our parts. The uniforms are an important and essential part in the meeting with our customers, and a perfect illustration of the SAS visual refresh, says Pi Åhnberg, Brand Manager at SAS.
The uniform is an important part of SAS’s strong brand, but it must also be pleasant to work in. Therefore, some of the key words in the design of the updated uniforms were recognizable, Scandinavian and uncluttered.
The uniforms are created by the Gothenburg-based design firm Ted Bernhartdz in close cooperation with SAS uniform group and with the branding department. Ted Bernhardtz has extensive experience in design, textiles and manufacturing both with his own collections and with uniforms to big companies. The updated uniforms have been tested by SAS employees who work in uniform, and together with SAS branding department and Ted Bernhardtz they have work out the materials, fit and quality.
Uniform pieces of SAS updated uniform wardrobe has many different combinations that are adapted to the weather and personal style. It consists among other things of a polo shirt and a poncho. As an important part of the updated uniform, SAS has entered into a unique partnership with the Swedish clothing designer Amandah Andersson, who is behind the brand AMA AWE and they designed a scarf exclusively for SAS. It is blue on a blue base, and graphic design in sand is Amandah Andersson’s interpretation of how the Scandinavian looks from the air. If you look carefully you can see the graphic printed word “SAS”.
– There were many details to consider when I got the offer to create a design that suited the SAS brand and look, while fitting with my own artistic expression. My first thought was to use the image of Scandinavia seen from above as inspiration, just as you see it when you look out the airplane window. I have worked on the idea throughout the process and I think the result is a fine meeting between SAS profile and me as a designer, says Amandah Andersson.
Work on the updated uniforms have taken a year and a half, and 90,995 uniformed parts have been produced for approximately 8,000 SAS employees.
Last time SAS got a new uniform was 1999 when “SAS uniform design team” consisting of Christopher Bjercke from Norway, Susanne Levring Rützov from Denmark by Pernilla Forsman from Sweden designed the new uniform.