Businesses today face more challenges than ever before – and that’s true of our business as well as our customers’ businesses. Customers are more demanding, competition is growing ever more fierce and the pace of change is increasing. As part of our efforts to stay ahead of the competition, we have refreshed our brand.
Sage Brand Visual Identity Guidelines
How we went about it and the result
We spoke to a broad range of customers and our people to understand what makes Sage special: what we believe in, what we do differently and where we want to be in the future.
We put the information from these exercises together and found a way of expressing what we’re about: living breathing business.
Underpinning this is the commitment we each have to creating a great experience for our customers: extraordinary customer experience. This is what we want people to feel every time they interact with us.
Both extraordinary customer experience and living breathing business express what we believe in at Sage but they are also aspirational – they describe an ideal state; one we can grow into.
Conveying the brand and value of consistency
Our visual and verbal/written identity need to convey extraordinary customer experience and living breathing business. The brand elements described in this document (including colour, shape, imagery, typography and tone of voice) have been chosen to perform this role and they work best when used in combination i.e. no single element can communicate these sentiments which is why it’s important to understand how best to use them together. We have provided guidance on this later in the document.
As with all communications, consistency improves the chance of our audience taking note of what we’re saying. The new look and feel is strong and the elements have been designed to create a feel of belonging to the same family, even when different colour palettes or organic illustrations are used.
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