Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Technology/Computer Hardware and Software, SAP, Technology, Innovation, IT

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

SAP helps companies of all sizes and industries run better by extending the availability of software across on-premise installations, on-demand deployments, and mobile devices.

As businesses throughout the world increasingly claim expertise in an industry pioneered by SAP, it found itself in a position to assert its leadership position in its space.


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.


This new brand identity demonstrates SAP’s increasingly customer-centric perspective and cutting edge solutions—which they’ve been winning. YTD (year-to-date), SAP’s Market Cap has risen $30 billion.


Client: SAP – www.sap.com
SVP, Global Brand Management, Advertising and Integrated Media: Michael Shubra
CMO: Alicia Tillman

Brand Strategists/Designers: Siegel+Gale – www.siegelgale.com

Executive Creative Director: Anne Swan
Creative Director: Bret Hansen
Associate Creative Director: Lloyd Blander
Design Director: Michael Preston
Design Director: Blake Bakken
Designer: Zachary Harter
Designer: Tyler Bengtsen
Global Director, Business and Analytics Insights: Brian Rafferty
Senior Strategist: Preanka Hai
Group Director, Strategy: Daniel K. Golden