SAP Select Identity


SAP Select is a premium invite-only multi-day experience that allows SAP to connect with key clients. The Select experience needed a distinct visual identity that separated it from—but still worked within—the overarching SAP brand.


We created a complete brand and visual identity refresh that represented everything SAP Select sought to embody — high-touch relationships, a premium feel, and exclusivity without pretense.

We refined basic elements from the existing SAP style guide: the gold from SAP’s color palette became the main accent, the wordmark uses a font from the SAP font family, with a cut in the “S” mirroring the angle of the historic anvil logo, and columns from SAP’s brand became accents in Select’s marketing material.

The identity we created ensures that each Select touchpoint reaffirms the luxury of the experience, while still fitting seamlessly into the larger SAP family.