A request

I received this from a Norwegian student named ingvild, via email.

Can we help? I think we can.

I am a Norwegian master student in Industrial Design Engineering at the Norwegian University of Science and technology. At the moment I am doing a specialization course where I look on products as manifestation of brand identity.

I have written a paper on this subject, which was presented at the Nordcode Thesis Basics Seminar in Helsinki in October. I am now starting a practical project based on the findings in the paper where I will design a pulk that speaks the “Saab language”.

In that regard I am researching Saab, its core values, design heritage, design cues etc… In doing this I have enjoyed your web site.

Do you know if any of the core values of Saab have been deliberately transformed into explicit design cues? (like i.e. the broad shoulders of the volvo communicating safety)

thank you very much.

I’m sure your thoughts would be welcomed in comments.

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3 Comments

  1. What’s a pulk?

    As far as design cues, cockpit ergonomics are both a design “cue” and design reality. Saabs have also been relatively compact relative to their interior space, a “cue” for efficient use of space.

    And related to the aircraft heritage, Saabs have always had something of a sleek, aerodynamic shape. I always thought that was done to distinguish Saab from Volvo, as in Volvo = boxy, Saab = aerodynamic.

    Just some thoughts . . .

  2. The Aircraft heritage is translated in design cues basically in a philosophy of find the best functional design, “form follow function”. When they design something is based in what function and added value will have for the customer. For example the ergonomics in the interior design, basically in many details to make easy to drive, comfortable and to enhace the driver pleasure.

    for example on exterior design is in the door border, that has the rubber with a special shape as a waterway and with the help of the aerodinamic shape of the car it reduce the dust in the windows when rain.

    If you would like to know the basic philosophy of Saab in many ways, as design, technology and so, go to http://media.saab.com and choose any model and read the “press kit” you can choose many issues related to every model and know many details that make Saab so special.

    Some design cues are the “Hockey stick” shape of the C-pilar. The L or T shape of the dashboard and looking to the driver. Searching the simplicity of the designs and avoid the complexity in any design, it could be shape or technicall. The best engineering is when you can design or make something that seems complex, expensive, hard to use or to understand…and you can convert it in something more simple, easy to use and useful. This is basic to understand why Saab uses Turbo engines instead of big engines in many models.

    Not to be afraid about something new, to be ahead from others, be innovative. Saab is well know for its innovations in many fields, as turbo engines, safety, aerodinamics, electronics, ergonomics….for example BMW aclaimed that its new M5 uses the last technology and most powerful Engine Computer Management, and uses the ionization to monitorize every single cylinder. That technology is based in the Trionic and Saab DI technologies, that are a Saab invention of the 90’s and 80’s.

    the door handles….with a clean shape and very functional, You can use it taking it from over or under, also are designed to be atached to any device and open the door in a accident.

  3. I guess a pulk is a very scandinavian thing. It is the sleigh like thing you put children in when you go crosscountry skiing. You attach the pulk to yourself with a harness and off you go!

    …and thanks a lot for the comments!

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