The SomeOne design studio renames Saga


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The SomeOne design studio has devised a new identity for the brand, which aims to “adopt a positive outlook on the lives of those over 50”.

London-based studio SomeOne renamed the 1950s company Saga, hoping to showcase a ‘more positive side of aging’.

Saga was founded in 1951 and provides insurance, travel and financial services to people aged 50 and over.

The updated wordmark (right) and previous version (left)

The rebranding strategy was informed by ideas from Saga members, says SomeOne co-founder Simon Manchipp.

According to a Saga survey, 70% of people over 50 believe that “their representation is unfairly focused on only age”, explains the designer.

Other surveys have found that two-thirds of Saga customers prefer a brand that “embraces a positive outlook on life beyond 50, focused on experience rather than age.”

The new strategy aims to find out what the old really means when it comes to getting older, Manchipp explains, adding that he “playfully questions why we call people ‘old’, as opposed to calling a “vintage” jacket, a “ripe” cheese or a “classic” car ”.

The updated identity is also looking to embrace digital channels in an attempt to get closer to Saga customers, he explains.


“Made with care and made to last”

The redesigned wordmark was inspired by the railings found in Saga’s first hotel. “The arcs and shapes of the metalwork prompted us to develop a new bespoke wordmark with curved crossbars on the letter ‘A,’ says Ian Dawson, senior designer at SomeOne.

The ornamentation has also led to a meaningful new symbol for the brand, which is used occasionally throughout the identity. “It’s designed to provide moments of reassurance rather than directing branding,” adds Dawson.

One of the most significant aspects of the new identity is the use of marbling. Dawson calls this a “timeless visual theme,” which can be seen on stationery and other branded materials such as umbrellas.

The visual element has been tested on customers and “universally viewed as a compelling way to connect the brand’s offerings with enduring value, quality and a high level of service,” explains Dawson.

SomeOne worked with London-based marbling specialist Lucy McGrath on the patterns. McGrath is the founder of Marmor Paperie, a studio that designs marbled products and stationery.

The marbling is also part of someone’s attempt to make new associations with the age group, according to Simon Manchipp. “The visual theme of marbling brings instant associations with high-quality items crafted with care and designed to last,” adds the designer.

A new typographic system was also designed for the rebranding of Saga, with an emphasis on editorial applications such as the company magazine.

“Typography plays a particularly key role in the brand’s success,” adds Manchipp. The Ambit sans serif font (by CoType) is primarily used, while Signature by A2-Type is the supporting font.

A support campaign called Experience is Everything was created by VCCP.


What do you think of the rebranding of Saga? Let us know in the comments below.

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Joseph E. Golightly