ABOUT THE SOFTWARE AG REDESIGN

Bull’s eye

Finally another redesign worthy of the name. Without turning its back on its heritage, the new design looks very neat and well-thought out. The team behind the redesign has managed to retain and enhance the best aspects of the old design. The new logo, for example, keeps faith with the past and improves on it in equal measure.

A really very complex design, particularly in respect of the typographic grid, more than meets the requirements of a very broad communications programme. The interplay between colour blocks and proportions produces a stylistically assured and confidently communicative design.

The redesign demonstrates a fine intuition, so that, despite the previously very arbitrary design, the few characteristic elements have been clearly brought out and transposed into a new, succinct but also apposite design.

The redesign somnambulantly walks the line between overemphatic formally overloaded individualisation as an end in itself and the usual arbitrariness of large, but weak brand identities. Not a murmur of dissent was heard from within the jury with regard to this highly professional piece of work. It was quickly apparent that we were dealing with an outstanding piece of award-quality work. Very classical, very good. There is nothing more to say.

Till Brauckmann
Head of Marketing, ASSMANN Electronic GmbH (jury member)

(Jury statement taken & translated from the book)