Boy I feel bad saying this since everyone here seems to think it's such a great look but I still don't like their livery.. for all the reasons I didn'tlike it in the first place.
-The colours themselves are meaningless and represent nothing about Scandinavia (at least to my feeble North American knowledge).. but I guess it can rightfully be argued that it doesn't have to..
-The font on the fueslage is totally different and clashed with the bold font on the tail. I suppose this is considered innovative, I just think it looks mismatched. The old "Scandianvian" script was just fine... so either go with the old in full or with the new in full (font for fuselage and tail)
-The grey/off white(?) fuselage colour doesn't blend well with the white/grey (?) "Scandianvian Airlines" script on the fuselage.. sometimes in photos you can barely read it. In fact the "Scandinavian Airlines" wording is really too thin and small to read easily. From a marketing perspective I don't think that would be beneficial for self promotion but the term "SAS" is well known so I guess it doesn't matter all that much.
-The red engine - ok I'll give in here.. at first I thought they looked ugly but I must admit now they are appealing to me.. and really only because of the A340 where they are very distinctive..
...so I am coming around on this but it's a long slow pull
No offense to anyone out there especially the SAS fans. Regardless of how I feel they look I still know they are an excellent airline and I'd fly them any day if I was lucky enough to.