A small orange square with the letters SAP written in white briefly became the new logo for the German software firm.
It was introduced to replace the pale sky-blue logo with white letters and the cutaway corner. But the exit of the bright orange square was as quiet and unspectacular as its introduction.
Therein lay the problem.
Bill McDermott, SAP’s talkative chief executive, wanted a new logo for the firm now that it has a new motto, “Run Simple.”
The logo was intended to represent the firm’s modernity.
Without a big launch, the logo appeared in different publicity materials here and there, and didn’t seem to attract much attention from customers and partners.