SADA: Using Technology to Create Meaningful Change

SADA, a leading global business and technology consultancy, had recently sold off its Microsoft business and gone all-in with Google Cloud. And after 20 years, it had also grown and evolved into one of the top award-winning Google Cloud partners, year after year via organic, entrepreneurial growth. Their old brand just wasn’t telling the story.

SADA engaged Siegel+Gale to develop a new brand that demonstrates the company’s “never give up” culture to new talent, set expectations for excellence with clients, and assert its leadership role in the cloud ecosystem.

The new brand embodies SADA’s use of technology to create meaningful societal and business change, including support for programs focused on diversity, inclusion and development of the next generation of cloud engineers.

To capture the idea of performance and determination, Siegel+Gale looked at the visual vocabulary of automotive brands. This allowed it to emphasize the organization’s dynamism and capture a sophisticated elegance and simplicity that mirrors SADA’s technical prowess and its diligence in developing flawless cloud solutions.

To express the collaborative spirit with which SADA approaches all engagements, Siegel+Gale codified it in the logo with the interlocking bowls of the initial S in the name SADA.

SADA’s rebrand conveys how it combines an “all in” attitude with collaborative teamwork to stand out from the competition with a performance brand orientation. Much nimbler and more responsive than traditional systems integrators and more focused and dedicated than new-breed cloud transformation consultants, their new brand poises them to attract the most energetic talent and the most interesting client assignments.