SAP LOGO

3.2
SAP LOGO
CORPORATE LOGO

SAP Corporate Logo

SAP Blue
PANTONE: sap_corporate_pantone280_r.eps
PROCESS: sap_corporate_4c_r.eps

SAP Logo on acceptable SAP Logo on acceptable SAP Logo on acceptable

gray background colored background photographic background

To reinforce the brand identity, the SAP corporate logo can The use of the SAP corporate logo is exclusively for SAP
only be used in the configurations shown above. officially sanctioned materials and must not be distributed to
Specifically, the logo may be used against a colored background 3rd party companies. Exceptions to this rule are rare and
or an image as long as the tone of that color or image is less should only be made when it is “business critical”. In such
than 50% black. For legibility’s sake, the logo may not be case, it must be approved by senior management in SAP
used on a color or background that is darker than 50% black. Global Marketing and the responsible business unit, with
counsel from the SAP legal group. Should the SAP corporate
For more information on color please see Corporate Color logo be approved for third party usage, it must be subject to
Palette on page 2.9. an SAP written trademark use license.
The SAP name in German stands for Systeme, For any requests please send an e-mail to the Branding team
Anwendungen, Produkte in der Datenverarbeitung which in Global Marketing (branding@sap.com).
translates in English to Systems, Applications and Products
in Data Processing. SAP Partners are not entitled to use the SAP corporate logo,
other SAP logos or any othe signage of SAP. These are
In spoken form, SAP always is clearly pronounced by individual exclusively reserved for SAP. Please refer to the Partner Brand
letter: S-A-P. SAP is never referred to as a one-syllable word. Reference Guide for additional information on approved
The logo is a specially created piece of artwork and should partner logos and branding guidelines.
never be recreated. Electronic files are provided on
Brandplace (www.sapbp.com) and on SMART Guidelines.
 3.3
SAP LOGO
GRAY, SILVER, BLACK AND WHITE LOGOS

SAP Gray Logo SAP Silver Logo SAP Black Logo

The SAP logo in gray is for use on The SAP logo in silver is for use in The SAP logo in black is only used
dark backgrounds only and is special circumstances such as mer- when printing restrictions do not allow
available in spot or process color. chandising and promotions. for printing the logo in SAP Blue.
PANTONE: sap_corporate_pantoneCG7_r.eps PANTONE: sap_corporate_pantone877_r.eps PANTONE: sap_corporate_4c_black_r.eps
PROCESS: sap_corporate_4c_gray_r.eps

The examples above stipulate correct usage of the SAP logo

against dark backgrounds.

SAP White Logo

The SAP logo in white can be used
in special circumstances where
the corporate logo in blue, gray,
silver, or black, is illegible due
to the logo color conflicting with
the background color.

In these instances, the SAP logo in

white can be provided to you,
with approval by Global Marketing,
by submitting a request to
branding@sap.com

SPECIAL COLOR: sap_corporate_white_r.eps

 3.4
SAP LOGO
MOTION LOGO

SAP Motion Logo

SAP Blue

To assure maximum legibility, SAP uses the Motion logo

on moving objects, such as sponsored racecars and yachts.
By adding a space between the letters S, A and P, the Motion
logo is more visible on television and in photographs.
Use of the Motion logo is restricted to these circumstances
and must be approved by SAP Global Marketing.
For more information on the use of the motion logo,
e-mail branding@sap.com.
 3.5
SAP LOGO
LOGO WITH QUALIFIER AND SAFETY MARGINS

2/3 X

2/3 X

Sponsored by
Qualifying Copy (Top Heading)
SAP Folio Light
X Black

The SAP logo may be used in conjunction with qualifying

copy on the following specific occasions.
The “Sponsored by” SAP lockup shown above is used to sig-
nify SAP companion products and services or a sponsorship PANTONE: sap_sponsor_black_pan280_r.eps
relationship. PROCESS: sap_sponsor_4c_r.eps

When considering a “Sponsored by” logo, bear in mind the

following important distinction. A “Sponsored by” logo is
appropriate for a range of situations, including courses and
seminars sponsored by SAP and software where SAP serves
as a second-party sponsor.
Use the “Presented by” logo in unique circumstances related PANTONE: sap_compli_black_pan280_r.eps
PROCESS: sap_compli_4c_r.eps
to high profile corporate sponsorships such as SAP Formula 1.
Only SAP Global Marketing can designate the use of
this logo.
Use the “With Compliments” logo when offering a
complimentary item from SAP (but not necessarily created
by SAP).
Each of the above SAP logos with qualifier require a safety PANTONE: sap_present_black_pan280_r.eps
PROCESS: sap_present_4c_r.eps
margin of 2/3 the height of the logo. No type or graphics
may invade this buffer zone.
Any questions about how to use qualifier logos should
be directed to the Branding team in Global Marketing at
branding@sap.com.
 3.6
SAP LOGO
WEB PRESENTATION

SAP Web Logo, light backgrounds SAP Web Logo, dark backgrounds
SAP Blue SAP Gray

When the SAP corporate logo appears in Web and television

advertising, use the Web presentation logo. The ® has been
eliminated from this logo version to optimize it for screen
applications which are typically seen at low resolution.
Since PowerPoint presentations may be viewed in print
format as well as on-screen, use the corporate logo
with the registered trademark rather than the Web
presentation version.
When the registered trademark designation is removed from
the logo, a credit line that asserts SAP’s legal claims must be
included elsewhere, either at the bottom of the page or on a
separate linked page.
The following language must be used: “SAP, the SAP logo,
mySAP, mySAP.com and other SAP products and services
mentioned herein are trademarks or registered trademarks
of SAP AG in Germany and several other countries.”
It is very important that this legal language appear whenever
possible. If SAP does not consistently claim its trademarks,
the company could lose rights to them.
For color specifications please refer to Corporate Color
Palette on page 3.9.
 3.7
SAP LOGO
SAFETY MARGINS & PLACEMENT

2/3 X

2/3 X

The SAP logo requires a safety margin of 2/3 the height of

the logo. No type or graphics may invade this buffer zone.
Tagline placement, partner, subsidiary, solution and event
logos are explained within chapters 4 and 5 of this manual,
and represent the only exceptions to this rule.

This annual report cover more than adequately

accommodates the logo safety margin.
Typically, the SAP logo should be placed at the
bottom right of a communication as a sign-off. For
additional information on logo and tagline
placement, please see chapter 4.
 3.8
SAP LOGO
MINIMUM AND MAXIMUM SIZE

0.5"
12.7mm

SAP Logo: Minimum Size

To ensure brand integrity and clarity, the SAP logo must
not be reproduced smaller than 0.5" or 12.7mm in width.

width of logo1/6 the width of the page

SAP Logo: Maximum Size

When printed on collateral, advertising and stationery, the
SAP logo should occupy less than 1/6 the width of the page.
For example, if a page is 6" or 152.4mm wide, the logo must
appear less than 1" or 25.4mm in width.
However, the logo may appear larger for display and
promotional purposes, such as banners, trade show displays,
and so on.
 3.9
SAP LOGO
CORPORATE COLOR PALETTE

Spot Colors (PANTONE®)

SAP Blue SAP Gray SAP Silver

PANTONE 280 PANTONE Cool PANTONE 877

Gray 7 Silver

Process Colors (CMYK)

CMYK 100-72-0-18 CMYK 0-0-0-47

Screen Colors (RGB)

RGB 0-51-102 RGB 153-153-153

Hex #003366 Hex #999999

Correct color usage is critical to presenting and subsequently

building a consistent brand image. In lieu of the SAP color
palette you may use the PANTONE® colors listed above, the
standards for which may be found in the current edition of
the PANTONE Color Formula Guide. PANTONE is a registered
trademark of Pantone Inc.
In the event PANTONE colors are not available and process
inks will be used to build the identity, always refer to the val-
ues listed above for Process (CMYK) color implementation.
For Web and on-screen applications, always refer to the
values listed above for Screen Colors (RGB).
In the limited occasions when a black logo must be used,
please use standard black and white.
 3.10
SAP LOGO
INCORRECT LOGO USAGE

News
Do not outline the logo. Do not combine generic words with the Do not disproportionally scale,
logo. The safety margin must be respected. skew or distort the logo.

Do not use patterned fills Do not rotate the logo. Do not recreate Solution logos
in the logo. using the Corporate logo.

The logo represents

Subsidiary

Do not use outdated Do not use the logo as part Do not position two SAP logos
versions of the logo or add a of a sentence. on the same page (with the
drop shadow. exception of Solution logos, which
may appear on the same page as the
corporate logo — see page 5.4).
The logos on this page and the following depict incorrect
usages of the SAP corporate logo.
Ideally, the logo should appear on a solid white background.
When layouts warrant a black background, utilizing the gray
version of the logo is also acceptable.
While it may seem creative or even appropriate to adapt the
logo at times, always resist. Doing so only dilutes the powerful,
global image SAP has so carefully built and invested in over
the years.
The successful use of the SAP corporate identity depends
on a consistent application of the guidelines stipulated in
this manual.
The “don’ts” shown here generally apply to the entire SAP
identity family.
 3.11
SAP LOGO
EXAMPLES OF INCORRECT BACKGROUND USAGE

Do not place the logo in a box. Do not place the logo on a background Do not use a background color that
too similar to the logo color. clashes with the logo.

Do not place the logo on a busily Do not use the positive logo on a dark Do not place the logo on a busy
patterned background. photographic background. Use the photographic background.
gray logo instead.

Do not alter white logo by changing Do not use the white logo on a
the color of SAP in the logo. photographic background. Use the
blue logo instead.