| Software AG
2009 REBRAND 100 Winners > merit
Industry/Sector: Technology/Computer Hardware/Software
Enterprise Rebrand
Country Base: Germany
Below: Before Images, Rebrand Images, Summary
Summary:
SOFTWARE AG LAUNCHES ONE BILLION EURO BRAND
Industry Setting - Software AG, founded in Darmstadt in 1969, is the second largest German
IT-player and is represented in 70 countries worldwide. The global market for
IT-services is dominated by large corporations. Smaller companies are often
highly specialized. Aiming for growth, Software AG has set the objective to hit
the 1 billion Euro revenue mark within the next five years.
Challenge - The challenge for Software AG lies in updating the visual identity without
alienating customers and business partners. Also, internal communications are a
decisive factor for the success of the brand relaunch. Therefore the strategic
development has to be convincing and memorable while the updated
corporate design needs to be easy to handle.
Strategy - For the relaunch we developed the brand strategy, brand architecture and
corporate identity as the international lead agency for Software AG. We created
an internal campaign based on an intranet push communication to kick-off the
relaunch and introduced all relevant design applications for the launch
including the global roll-out. For CeBIT 2007 in Hannover, Germany, we
developed the trade show concept, design and communications.
Result - With the newly relaunched corporate brand, Software AG succeeds to signal
growth within the international field of competitors.
Credits:
Client: Software AG - www.softwareag.de
Brand Strategists/Designers: Embassy, Berlin, Germany - www.embassyexperts.com
Strategic Consulting: Prof. Andreas Mack
Creative Direction: Klaus Asemann
Website: Large, London, UK - www.largedesign.com
Implementation: Sams Think Spezial, Munich, Germany - www.sams-think-special.de
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