Brand Center
Your one-stop shop for everything brand-related.
Welcome to the Software AG Brand Center
We’ve created this space for everyone working on Software AG touchpoints of all kinds with the goal of creating more consistent and stronger brand experiences. Get answers to all your questions on how and when you can use our brand elements.
Our brand elements
Brandmark
The Software AG logo is the cornerstone of our identity. Our brandmark consists of a symbol and a wordmark. It doesn’t replace or ignore our 50-year legacy as a company. We’ve smoothed some edges and sharpened others to fit the digital world we live in.
Typography
Software AG has a new, updated type system—we’ve aligned on a single brand typeface, from marketing to product, to maintain a clear and consistent digital experience across all major customer touchpoints. The Roboto typeface drives this—this is how we effectively use it within our brand expressions.
Color
Our color palette thrives on the combination of our two main primary colors, Pulse (purple) and Sense (green). Using these colors together with our secondary and tertiary colors showcases our brand in highly expressive ways. We like to think it’s elegantly edgy. Get to know our use cases, color values, and percentages as well as color combinations.
Photography
In our photography, we represent two distinct, but harmonious, approaches: “structure” and “flow.”
Iconography
Our icons are iconic. Our iconography can be used to tell stories and provide functionality in digital spaces. They can be used in a 1-color version or a 2-color version when icons serve as hero graphics.
Brand Voice
Explore the overall direction of how we speak as a brand, which aligns with the narrative around “Simplicity”. Get to know our simple guiding principles clear tips to be consistent across channels and deliverables.
