Orange is the new blue. Odd that there isn't (yet) a press release explaining the rationale and symbolism behind the redesign.
Looks nice, but i've missed the official statement.
Wonder why there is still no official explanation? Employees are in the dark on this.
Here's a summary by Fast Company about what your logo color says about your company. Interesting to compare blue vs. orange. I've noticed some of the official SAP Twitter feeds are also sporting the new orange logo but it's usage is very uneven across SAP customer touch points.
I'd miss the old one. It always reminded me of the blue ocean strategy, and had the feeling that it represents a wise company.
Sure it looks nice but, they really should had made an official statement
I have always liked the orange color and thanks Dallas for your link to Fast Company’s summary. It gave me some good insights to why I tend to like the orange color (even if blue is a nice color as well :))
Btw, do you really think it’s a bad thing not have an official statement? I kind of like the “guerilla launch”. It creates a lot of buzz and people start to talk about it. We are for example discussing the new brand here on the blog.
A "guerilla launch" certainly will create buzz. Unfortunately for those who work in a customer-facing role, being informed of such a major change by someone outside of the organization can't really send a great message regarding communication within the company.
If Orange is the chosen color ok, but should white really be used for text on an orange background, see 'lets get started' button above
Mark, you got a very good point! I had the external audience in mind when I wrote "guerrilla launch", but you are right, the internal audience might not be a big fan of such a launch and all the buzz around the new logo.
Dennis Howlett has posted a "review" of the new "gold" logo on Diginomica.
That is interesting. Thanks for the info Kalle Richert.
But I notice that this new logo is appearing only in the website of www.sap.com. In other websites of Service Market Place (old & new) and SCN area, it still shows the "classic" logo with blue colour. Is it that they are switching over to new logo in phased manner.
Sridhar, I have also noticed that and I assume changing the logo on various online pages will take a while.
The new logo also appears however on SAP’s official social media channels.
Honestly , this is not that impressive , and not so professional !, if this happens we will miss the Blue one.
Hey guys, I don't know if all of you have seen it, but check this out
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Yes, we have evolved our logo to signal the transformationof our company. The new logo focuses on the essentials and features SAP Gold.We’ve been using SAP Gold for years (14+), and we’re excited to bring it intoour logo. It makes SAP very distinctive among the “sea of blue” logos thatrepresent technology companies.
And yes, the logo was released quietly – to employees and as a“soft launch” in advertising in North America. As Kaille points out, for nowyou can see this in our social media channels and on sap.com, but expect tohear and see more when we launch the logo and brand system more widely inJanuary.
SVP SAP Brand Experience
Thanks Costanza for your comment and input on the change. I am looking forward to January and the more widely launch! 🙂
SAP getting in on the Teal and Orange movement like the movies? Into The Abyss: Teal and Orange - Hollywood, Please Stop the Madness
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