Sage refreshes its brand to reflect the changing needs of its customers 

Sage, online accounting software, has refreshed its brand—a symbol of its evolution, and a reflection of the changing needs of small and mid-size businesses globally as they continue to adapt to the complex world around them.

The updated brand represents Sage’s new purpose  which is to knock down barriers so everyone can thrive. 

This starts with its customers and a commitment to fuel SMB confidence by focussing on simplicity and insight with a human touch to help business flow.      

Cath Keers, chief marketing officer, Sage:“It’s tough being in business right now. Our refreshed brand is about how we show up for customers globally - removing complexity, delivering insights and building human connections for them, for our colleagues and within society. We’ve been a trusted brand for SMBs since Sage was a start-up 40 years ago, and over that time the way we support them has changed. The refresh will enable us to reflect that consistently across all our markets.”

The visual identity was born from a signature gesture - the ‘Sage Flow’ – reflecting how Sage can help simplify business by surfacing insights that makes decision making faster and more accurate, wrapping that in the human touch that has been a cornerstone of the brand for 40 years. The ‘Sage Flow’ inspires the rest of the identity—a system always in rhythm, embodying a calm efficiency across tasks and a state of perpetual forward progress.

Sage maintains its signature green but has updated it to a much brighter palette against a black background to communicate confidence and harmony. The iconic logo has a memorable quality found in timeless marks, the S and g are in harmony and the wordmark can be fluidly drawn with a single stroke. The new photography style places the customer at the centre to convey a more human approach.