Saga, famous for offering travel and financial services to the over 50s, is to unveil a new brand identity created by Springetts Brand Design Consultants. The initiative is the first by Springetts since they were appointed on a five-year contract by the Acromas Group (owners of Saga and the AA) earlier this year.The new brand look is intended to contemporize the brand and increase engagement and relevance for the over 50s in Saga’s target market. At its heart is a new marque with a more personal, emotive, hand scripted logo and a ragged blue wash square. It reflects the positive, more personal, caring and optimistic spirit of the brand to enable a greater affinity with Saga’s customers.

Nick Jackson, Client Director at Springetts commented, “Saga’s customers are passionately proud of their brand and our job was to create an image that projected that enthusiasm beyond the current customers whilst maintaining that powerful advocacy.”

Tim Pethick, Acromas Group Chief Marketing Officer said, “Our new identity is positive, optimistic and forward looking and our research has shown it can successfully harness all aspects of our business from intrepid holidays for the 50 somethings to insurance & savings and care services.”