Sage refreshes brand alongside £300m Newcastle Gateshead Quays development

Sage, a provider of accounting, financial, HR and payroll technology for small and mid-sized businesses will have a refreshed brand from today, said to be a “symbol of its evolution”.    

Cath Keers, chief marketing officer, Sage said: “It’s tough being in business right now. Our refreshed brand is about how we show up for customers globally - removing complexity, delivering insights and building human connections for them, for our colleagues and within society.

“We’ve been a trusted brand for SMBs since Sage was a startup 40 years ago, but the way we support them has changed and the refresh will enable us to reflect that consistently across all our markets.”

As a symbol of the changes that the refreshed brand represents, Sage today announces a series of experiences focused on delivering insights and smarter decision making to fuel confidence:  

• Sage Membership: Every Sage customer now gets automatic access to the benefits of Sage Membership, starting with Member Masterclass rolling out this May.
• New digital network services: Sage will double down on its commitment to “make business simpler” through a range of new services in the digital network.
• New partnerships: Sage will continue to invest in communities and create “unique customer experiences” that deliver on its purpose, delivering business simplicity and faster, more accurate decision making to its customers.

The brand and the values that drive Sage will also come to life through its £10m investment in Newcastle Gateshead Quays. The Sage will launch in 2024, a pioneering “community-focused, state of the art” arena (Sage Arena), exhibition and conference centre (Sage ICC), showcasing the best of the region to a global audience.

The £300m development will provide a £70m annual boost to the local economy and create 2,000 jobs. Sage will encourage local SMBs and Sage customers to contribute to the development and operation of the site and benefit from working spaces, priority access and promotional opportunities.    Steve Hare, CEO, Sage, added: “The refreshed Sage brand reflects the simplicity, flow, and confidence that Sage can give to customers through greater control and better insights so they’re ready to adapt and thrive in an ever-changing world.

“It is based on real insights about our customers, our colleagues and partners, and society. It is a symbol of what we stand for, the successes that have brought us here, and a promise for the experiences we will deliver in the future as we build the trusted network for SMBs.”