SAP Logo back to the Future – long live an icon!

Shortly after the launch of the new golden logo, SAP decided to make a U-turn.
Based on strong feedback from employees, customers and shareholders SAP is bringing back the iconic blue logo. A move which manifests SAP‘s commitment to listen to its audiences and a proof point that iconic logos of all sorts allow only minimal evolutionary steps.

Brands are like banks – each time you touch a brand you either put money into the bank or you take money out. When Brand Equity is built over a long time companies tend to be careful how they nurture and re-engineer their logos. In the case of SAP billions of Brand Equity have been built over the last decade. It’s no surprise that a radical change was aborted quickly. The evolution to run simple continues nevertheless.

Read the decades-long story of a fascinating logo transformation here.