SAP Visual Identity Evolution

As a creative director at Siegel+Gale, I led the evolution of SAPs visual identity system. The engagement encompassed a deep analysis of SAP's then-current visual system followed by a strategic re-imagining of the brand. The final visual language—which incorporates brighter colors, a unique, modular illustration system and friendlier typography—energizes the brand and enables clear storytelling. 


CD: Bret Hansen
ACD: Blake Bákken
ACD: Lloyd Blander
Designers: Tyler Bengtsen, Zach Harter
Illustrator: Carl DeTorres

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