Over the years, SAS has established itself as an innovative, pioneering airline. In the 1950s it became the first airline in the world to fly over the North Pole and in 1962 was awarded the Christopher Columbus Prize - often called the Nobel Prize of communication - in recognition of its pioneering transpolar flights. In 1952 SAS was the first airline in the world to introduce Tourist Class, a discounted ticket with certain conditions. The entire airline industry later followed suit. At the beginning of the 1980s it launched a new service concept for business travel, SAS EuroClass, and received the coveted Airline of the Year Award in 1984.

Today, SAS develops products and services based on the watchwords of simplicity, choice and care. Emphasis is placed on providing travel service on the customer's own terms. One indication of how much this is appreciated by customers is the fact that the SAS frequent flyer program, EuroBonus, was voted best in the world in a ballot of some 84,000 frequent travellers worldwide for the third consecutive year in 1999.

SAS is also in the forefront of the industry in relation to environmental concerns, becoming the first European carrier to introduce into its fleet the pro-environmental MD-90 and Boeing 737-600 aircraft fitted with DAC low-emission engines.

With 21 million passengers a year SAS is one of the largest airlines in Europe and the 15th largest in the world. Each day SAS operates more than 1,000 flights. SAS was founded in the spirit of international cooperation. This same spirit was applied in May 1997 when SAS founded Star Alliance together with Air Canada, Lufthansa, United Airlines and Thai Airways International, offering convenient connections throughout an integrated global traffic system.

SAS has launched a comprehensive renewal program with new logotype, aircraft livery, uniforms and several product improvements as the most outwardly visible signs. The new SAS identity is rooted in its history. It aims to convey the basics of Scandinavian design: simplicity, functionality, informal elegance and a respect for materials and resources.