SAP Teams with Siegel+Gale to Update Its Visual and Verbal Brand Expression

May 17, 2011

Market Leader in Enterprise Application Software Introduces Evolved Brand to Global Customers at SAPPHIRE NOW

NEW YORK, May 17, 2011 – Global strategic branding firm Siegel+Gale today announced its participation in the design of SAP’s recently updated brand. The new visual system was unveiled at SAPPHIRE NOW, SAP’s premier business technology event in Orlando, Florida. SAP will be applying this evolved system across all of its communications and interactions as part of an overall effort to enhance customer-centricity.

Jonathan Becher, global chief marketing officer at SAP says: “The way we present our brand to the world is a powerful signifier of who we are and where we are headed. The visual language of the evolved brand reveals an SAP that is more customer-centric, engaging and innovative than ever before.”

Siegel+Gale advised radical simplicity paired with an accessible approach, which reflected SAP’s desire to create a more compelling way to bring the SAP experience to all touchpoints.

The logo is now presented in a new light: it’s more contemporary, brighter and accessible. Designed to live in the digital world, it springs off the screen and appears vividly on any background. The sharp, bright, colorful and energetic imagery and illustration style helps SAP bring to life its core promise of “making every customer a best-run business.” New information graphics add clarity and emphasis to critical data, making it insightful and informative. The Benton Sans family of fonts accentuates the new writing style, now using simpler language and a more approachable tone.

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

“Communicating ideas and connecting with customers is the essence of the evolved SAP brand,” says Howard Belk, co-CEO and chief creative officer at Siegel+Gale. “Partnering with SAP to define a unique voice that can be consistently used in every channel and platform was a fulfilling challenge, and we share SAP's excitement as it adopts the new identity system to create a cohesive customer experience around the globe.”

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About Siegel+Gale

Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, simplification, research, and digital strategy.

Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for brands such as Aetna, American Express, Bank of America, China Youth Development Foundation, Dell, Dow Chemical Company, The Four Seasons Hotels and Resorts, the Internal Revenue Service, The King Abdullah University of Science and Technology, Microsoft, Motorola, Pfizer, Qatar Telecom, SAP, Sony PlayStation, Yahoo! and the YMCA.

Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai, Shanghai and Beijing and strategic partnerships around the world as a member of the Omnicom Group of companies.



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