SAP faced a central challenge: a longtime industry leader in improving its customer’s business performances, it also needed to be recognized for its innovation. With the goals of becoming the most innovative cloud company by 2020 and introducing its expanding portfolio of technology solutions such as machine learning and artificial intelligence, SAP was now ready to fully own its innovative solutions.


To this end, we created a visual identity rooted in the idea of continuous movement and constant innovation. We developed a proprietary color, typography, photography, iconography, illustration, animation and data visualization language with over 300 icons that touched every aspect of their business.


We enabled SAP to tell a compelling story to its diverse audiences about its solutions in a proprietary way. This enhanced visual identity helped a seamless customer experience, whether it be its digital experience, media events or talent acquisition.

Related Work:

Let's talk about

Request a meeting