Following a hugely successful campaign for another area of the business, Sage Mid Market Division approached Parker Design to create a campaign logo to be used throughout an employee communications programme.
We needed to create a campaign logo which was distinctive and memorable, and yet still complied with the Sage brand guidelines. Before we started to look at the design of the campaign logo though we needed to come up with a theme that embodied the employee engagement programme. As the initiative was all about collaboration and communication, we developed the theme ‘better connected’.
We now needed to create the visual element of the campaign logo. The Sage brand has many elements, including a variety of shapes and graphic devices. Taking these as our starting point we settled on the stylised teardrop shape, ultimately combining two of them to create the graphic symbolising connection. The graphic was finished in the two brand colours used by the Mid Market Division, adding subtle graduations to the colours to give the logo depth and presence on the page.