SAP
Strategic Customer Program
Remarkable
The SAP global brand team called our new identity an ingenious use of their core brand guidelines. And the SCP Executive Leadership team said it had finally achieved the exclusivity and differentiation they demanded. Now used worldwide and exclusively for SAP’s most prestigious .01% of elite customers, our SCP identity elevates the brand across all areas of their integrated marketing.
Made
The new identity had to deliver a powerful message of integration and partnership. And it had to transcend language and cultural barriers. Our solution? Strikingly simple yet highly nuanced, our design cleverly embeds the S, C and P of Strategic Customer Program. While the triangle, with its discrete use of SAP gold, demonstrates forward momentum and growth – all key messages for this exclusive group. We brought the new identity to life through a unique photography treatment and refined iconography.
Truth
Within SAP’s impressive roster of customers there’s an even more exclusive sub-set. Part of the global Strategic Customer Program, they make up the 1% of the 1% of SAP’s most important strategic customers worldwide. SAP wanted to create a highly differentiated identity to recognize this elite membership and their unique partnership, but there was a catch. We had to use only elements within the current brand guidelines. After all, SAP is rated by Interbrand as one of the top brands globally.
