Concept and Branding SAP Sports & Entertainment Events

The challenge

In the search for a suitable key visual for the SAP Summit in Berlin and for future sports & entertainment events in general, an image was to be developed that picks up on the soccer reference but also features a stadium, as the Summit is not only about Sports One solutions for soccer clubs, but also about box office and ticketing solutions for arenas and stadiums. A logo was developed for the key visual that could be easily adapted and changed over several years.

The result

As the event name remains the same and only the years change, the logo has been designed accordingly so that it can be easily updated. The main symbol is a stylized running track of a stadium. The slant of the SAP logo forms the boundary and will also appear again and again in the rest of the key visual. The design is generally kept darker within the SAP color scheme in order to focus on the technical, innovative core of the event. The respective event location serves as the background image in the key visual. In this case, the Olympic Stadium in Berlin.

After the concept was created, the key visual was applied to all areas of the event location. From the welcome area to the signage system to the exhibition stands, the design is reflected as a unit.

The key visual continues across the digital products, such as the online event program, advertisements and web banners.