Brand profile

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SAP
Brand DNA

SAP

SAP builds enterprise resource planning and business software that large organisations run finance, supply chain, procurement and HR on.

50%
Background#FFFFFF
30%
Secondary#008FD3
12%
Text#1D2D3E
5%
Primary#0070F2
3%
Surface#1D2D3E
Typography
Aa
72 BrandDisplay · Modern & clean72 BrandText · Sharp & flat

Functional and dense. Small headings, tight tables, numbers aligned. The interface is the design language.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

promise an implementation timeline without scope

claim a ROI figure without the source

hide the cost of customisation

Never says
effortlessmagicdisruptquick win
Sounds like this

Close the books in four days instead of eleven.

Process led and precise. Name the business process, the system and the measurable result.

Audience

CFOs, operations leaders and the consultants and system integrators who implement for them.

Loves

+Standard processes that actually scale

+Data in one place

+Auditability

Loathes

×Shadow spreadsheets

×Custom code that cannot be upgraded

×Vague ROI

The hill it
would die on

A process you cannot audit is a process you do not have.

DensityDense
AlignmentLeft
MotionNone
AddressFormal
SAP · brand DNA at a glance 10 of 12 traits
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