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Keeping an Industry Giant Nimble

The ever-changing, ever-competitive tech sector

In the rapidly changing world of business software, SAP saw a keen opportunity to re-energize its leadership position. Businesses around the world were cutting budgets, turning to smaller competitors and seeking more flexible, intuitive IT systems. SAP leadership was ready to tell the SAP story in a breakthrough way that connected with people, not just businesses.

The accessible, adaptive leader

The key was to credibly communicate SAP’s commitment to addressing customers’ evolving needs. Siegel+Gale partnered with SAP to establish the SAP Experience Principles, which now guide the development of brand experiences that reflect SAP’s promise of customer centricity.

The refreshed Brand Voice® provides a simpler, more compelling way to talk about SAP, while the new visual system illustrates a customer-centric perspective. Subtle enhancements to the logo make it more contemporary; designed to live in the digital world, the new mark springs vividly off the screen on any background.

The clear and approachable brand framework embodies the dynamic value that only SAP can deliver. It makes complex information easy to navigate—transforming data into insights which truly help businesses “run better.”

Putting the tools to the test

In record time, Siegel+Gale developed the assets and guidelines to facilitate a worldwide rollout of the visual system and prepare for SAPPHIRE NOW, SAP’s premier business technology event.

We continue to partner with SAP’s global branding team, business units and implementation partners to advance the SAP Experience at all touchpoints including events, the annual report, collateral, mobile apps and SAP.com.

“This new, engaging visual language gives us the tools to better communicate our ideas,” says Costanza Tedesco, vice president of global branding and advertising at SAP. “It allows us to inspire transformational experiences and visionary innovations.”

In record time, Siegel+Gale developed the assets and guidelines to facilitate a worldwide rollout of the visual system and prepare for SAPPHIRE NOW, SAP’s premier business technology event.

We continue to partner with SAP’s global branding team, business units and implementation partners to advance the SAP Experience at all touchpoints including events, the annual report, collateral, mobile apps and SAP.com.

“This new, engaging visual language gives us the tools to better communicate our ideas,” says Costanza Tedesco, vice president of global branding and advertising at SAP. “It allows us to inspire transformational experiences and visionary innovations.”

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