SAP
Interbrand / Brand Finance
Peak value
41.7
Peak year
2025
Region
Europe
SAP's 2014 rebrand from 'enterprise software company' to 'cloud platform' was primarily verbal, not visual — the real transformation was in how salespeople described the product. The new logo was nearly identical to the old one, but the brand story shifted from 'we run your business' to 'we connect your business to everything.' In B2B software, the brand often lives in the pitch deck, not the logo.
2014 — New logo, shift from enterprise software to cloud platform positioning
How much is your brand's perception worth?
Brand value isn't an abstraction — it's the price the market is willing to pay for trust in a name alone. See how the world's most valuable brands changed over 17 years, and what built or destroyed them every time.
0%
67%
of the B2B buying journey happens digitally - before anyone talks to sales.
SOURCE: FORRESTER RESEARCH
+0%
+17%
more conversions for every second faster a page loads.
SOURCE: AKAMAI /GOOGLE
75%
of how trustworthy a B2B website looks comes from design alone.
SOURCE: STANFORD WEB CREDIBILITY RESEARCH
0x
5x
revenue growth for companies that treat design as a strategic discipline.
SOURCE: MCKINSEY
See other brands
Design that works. AI that helps. Brands that earn trust.
HOW WE HELP
Your brand either attracts the right clients and positions you as a category leader, or it looks like it can't keep up with your ambition. We build the first scenario - by combining brand strategy, websites, and AI into one process that, unlike most agencies, doesn't start with "what color do you want?"
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