The best run simple

The brand-led evolution of a tech giant


How can SAP—a tech-industry giant expanding from back-office installation to cloud-based, end-to-end solutions—use brand to guide its evolving portfolio, and deepen connections with current and future customers?


Through both quantitative and qualitative research, we learned that the SAP brand is a major driver in customers’ decisions to buy SAP solutions. In elevating its brand, SAP could tell a simpler and more cohesive story, increasing purchase consideration across its portfolio while bringing clarity to it.


As brand agency of record, we’ve helped SAP develop a robust portfolio strategy, laying the foundation for simpler, more powerful experiences. SAP now has a framework for communicating new solutions more effectively, integrating acquired brands more seamlessly, and conveying its history of innovation with the next generation of customers and employees.

We developed a visual identity rooted in the idea of continuous movement and constant innovation. Subtle enhancements to the SAP logo make it feel more contemporary. Designed to live in the digital world, the new mark springs vividly from the screen, on any background, connecting with both large-scale business clients and individual consumers.
To address challenges SAP historically had in building visual communications, we created a set of simple, proprietary visual tools that include: illustrations, imagery and photography guidelines; a fresh color palette; and typography. These visual elements enable SAP to build a seamless customer experience across all touchpoints, including its website, events, and talent recruitment.


SAP’s rapidly growing cloud business makes it the fastest-growing enterprise cloud company at scale, and the largest cloud company in the world, with over 80 million users.

W3 Awards-Gold, Brand Strategy

Creativity International-Gold, Brand Video

BMA Global ACE Awards-Gold, Visual Identity

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.

Jonathan Becher, (former) Chief Digital Officer, SAP

Siegel+Gale have been our brand agency partner for many years, bringing an exceptional commercial, strategic and experience lens to every brand challenge, underpinned by their philosophy of simplicity. Be it helping us develop SAP’s global brand strategy, bringing clarity to an ever growing portfolio of solutions, or creating a distinctive and agile brand identity, the Siegel+Gale team are hand-in-hand with us as we continue to achieve new heights for our customers and for our people.

Laura Johnson, VP of Creative and Enablement, Brand and Awareness Marketing, SAP