Media Portal SS

Media Portal SS

Exhibitions

This guideline outlines a set of do’s and don’ts for the use of Scania brand assets on exhibitions. The aim is to harmonize the representation of the Scania brand across all exhibitions and events.

It should be used as a help to get on the right track and not as a manual. The examples is for you to be inspired by and we want there to be room to be creative.

Read more on the Event page

Exhibition branding

Good example

  1. The main wall colour is Scania Dark grey
  2. Large pictures, holistic and detailed view in big frames in Exhibition Beige. Pictures should be backlit by built-in LED-lamp system or front lit by spotlight
  3. Message in short visible text in Scania Sans Headline
  4. Original Scania signs symbol and wordmark hanging in a visible position in the stand. This branding is visible from inside the stand
  5. Balcony in Exhibition Beige with real plants on the wall. To get the feeling of nature
  6. Original Scania logotype hanging visible from aisles on a good height. This branding is visible from outside the stand
  7. Original Scania wordmark sign hanging high up in the truss, visible from both front and sides in the main aisles. This branding is visible from outside the stand
  8. Neutral dark colour, e.g. Scania Dark Grey, on carpet to keep the focus on the products

Don’ts

  1. Don’t use other colours than the Exhibition base colours
  2. Don’t use pictures other than the ones following the Scania image style
  3. Don’t put the Scania symbol and wordmark in the corner of big pictures. The visibility is way too poor
  4. Don’t rotate any of the Scania logotypes
  5. Don’t place the Scania branding material too low. It will be hidden behind vehicles and crowd
  6. Don’t put the Scania logotype or symbol on an image that doesn’t highlight it. The logotype must contrast with the background
  7. Don’t use any other font than Scania Sans.
  8. Don’t put any of the Scania logotypes on the floor.
  9. Don’t use any garish colour on the floor. Keep it neutral
  10. Don’t miss to brand the stand from the aisles and entrances

Big frames and balconies

One of the biggest assets of Scania Exhibition Look is the big pictures in big frames and the balconies. This is a look that all Scania stands should aim for.

  1. The frames and balcony in this example is in powder coated aluminum, colour is Exhibition Beige
  2. The pictures should be in holistic or detailed view explained in our Identity manual
  3. The pictures should be lit by spotlights or backlit by LED
  4. The pictures can be used inside as well as outside the building

Exhibition colours

Our brand colours help us differentiate from other brands and are used to create the desired brand expression, recognition and coherence in our communication and other expressions.

Base colours

These grey nuances are the main background colours in the stand. They are to be used on facades, pillars, walls and other large areas.

The Exhibition Medium Grey corresponds to the Scania Medium Grey colour, but has been slightly adjusted to better fit in exhibitions.

Secondary colours

These three nuances are to be used as accent colours to highlight content such as artwork, flowers, furniture, frames, etc.

Corresponds to Scania Orange and Scania Beige respectively, but the colours have been slightly adjusted to better fit in exhibitions.

Colours

Materials

The material palette is used to guide the choice of material in interior design, exhibitions, merchandise etc.

Varnished metal
Vehicles and engines 

Paper
Uncoated - natural (normally more sustainable)
Coated - when functionality requires it

Brushed steel
Industry brushed – satin varnished

Leather
Natural (sustainable)
Glossy/chrome (where required)

Rubber
Industry construction material 

Concrete
Industry construction material

Metal
Industry 

Blonde wood
Natural (Swedish origin and heritage)

Glass
Technology and engineering

Iron 
Industry and prehistoric force
(Swedish/Scandinavian)

Acrylic
Technology and engineering

Textile
Natural 

Text in the stand

All text in the stand should be in Scania's own font family Scania Sans.

The typhography section describes how the font should be used with margins and sizes.

Typography

Text on walls

For putting text on a big walls, the most important thing to keep in mind is not to add too much text. The customer is in the stand to look at our products, not to read lines of lines of text on our walls.

  • Keep the text short and concise.
  • Text should always be left-aligned.
  • Text should be in one of our preferred colours, black or white.
  • Scania Sans Headline Bold is Scania’s main font for headlines.
  • It can span between 1–3 lines and may not be too small.
  • Text can advantageously align to height to make the stand more harmonious.

Text on signs

The signs in a Scania stand should have the same overall impression as the rest of the stand. They may vary in colour but should not be to garish.

Regarding text, the rules of the Scania Identity Manual should be applied for all signs. To increase readability the font size should be adapted to the reading distance and the text shouldn’t be too long.

Scania Shop

Shops in the Scania stand should reflect the premium brand in all graphic elements in the shop. Don’t forget the details, use printed price tags, not handwritten.

  1. Clear signs at the entrance
  2. Black walls with hanging strips
  3. Large pictures, holistic or detailed view, with or without text in big frames in Exhibition Beige. Pictures should be backlit by built-in LED-lampsystem or front lit by spotlight
  4. Black counters
  5. Wall to wall carpet in two shades of grey (Manufacturer: Fletco. Type: EX-Dono wave, Limestone Grey and Near Black)
Visual merchandise guideline

Indoor stand

Exterior

  1. Large pictures, holistic or detailed view, with or without text in big frames in Exhibition Beige. Pictures should be backlit by built-in LED-lampsystem or front lit by spotlight
  2. Pillars and walls in Exhibition Grey with text in Scania White
  3. Original Scania wordmark LED sign hanging over entrance
  4. Product or exhibition unit visible from entrance
  5. Real plants in frames
  6. Wall to wall carpet in two shades of grey (Manufacturer: Fletco. Type: EX-Dono wave, Limestone Grey and Near Black)
  1. Real plants in frames
  2. Daylight on products and exhibition units to highlight colours. Warm light on all other areas, signs, texts, lounge etc.
  3. Scania symbol on wall in Exhibition Light Grey
  4. Free space in stand makes room for big crowds
  1. Original Scania wordmark LED sign hanging over entrance
  2. Wall to wall carpet to highlighting communicating gateways or emergency exits
  3. For some bus types, such as Citybus, you need a sidewalk to show the correct height of the instep
  4. Specification signs by vehicle or exhibition unit with specifications
  1. Real plants in frames
  2. Service corner. An area for communicating Scania Services
  3. Walls in Exhibition Light Grey with Black text
  4. Counters in black and stainless steel with or without white text
  5. Brochure rack in black
  6. Walls in Exhibition Grey
  7. Large pictures, holistic or detailed view, with or
  8. without text in big frames. Pictures should be backlit or frontlit by spotlight
  9. Real plants in stainless steel pots

Lounge

  1. Details with accent colours, Exhibition Orange and Scania Green
  2. Large pictures, holistic or detailed view, with or without text in big frames in Exhibition Beige. Pictures should be backlit by built-in LED-lampsystem or front lit by spotlight
  3. Walls in Exhibition Light Grey
  4. Comfortable seating in small groups
  5. Element such as flowers or floor lighting fixtures can be used as room dividers
  1. Flower arrangements as decoration on tables and counters
  2. Large pictures, holistic or detailed view, with or without text in big frames in Exhibition Beige. Pictures should be backlit by built-in LED-lampsystem or front lit by spotlight
  3. Smaller pictures in white frames 80x80cm
  4. Comfortable seating in small groups
  5. Element such as flowers or floor lighting fixtures can be used as room dividers
  6. Lighting fixture as room dividers with warm light
  1. Large pictures, holistic or detailed view, with or without text in big frames in Exhibition Beige. Pictures should be backlit by built-in LED-lampsystem or front lit by spotlight
  2. Flower arrangements as decoration on tables and counters
  3. Lighting fixture over counter
  4. Bar tables where people can mingle
  5. Counters in black and stainless steel with or without white text
  6. Wall to wall carpet in two shades of grey (Manufacturer: Fletco. Type: EX-Dono wave, Limestone Grey and Near Black)

Conference room

  1. Walls in Exhibition Light Grey
  2. Details with accent colours, Exhibition Orange and Scania Green
  3. Frosted foil on glass walls
  4. Curtain in grey or beige colour
  5. Wall to wall carpet in two shades of grey (Manufacturer: Fletco. Type: EX-Dono wave, Limestone Grey and Near Black)
  6. Lighting fixture with warm light hanging over table
  7. Blonde furniture in Scandinavian style
  8. Carpet in light grey colour
  9. Wooden floors in blonde colour
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