Sageo
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Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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Text (DS)
Client
Sageo is an e-commerce venture that helps
employers buy and manage benefit packages
for employees and retirees.
PROJECT D IRECTOR
Paul Travis
FIRM
MetaDesign
Process
When Hewitt Associates set out to launch a new e-commerce venture specializing in
employee benefit packages, the human resources consultancy turned to MetaDesign
for help in creating a corporate identity for itself. The goal, says MetaDesign project
director Paul Travis, was to create an identity that conveyed both dependability and
approachability. “The venture was aimed at a mature audience so we felt the identi-
ty needed to suggest a sense of stability and expertise. And yet, we didn’t want it to
feel too corporate or cold, so we hoped to create something that had a humanistic
feel to it as well.” The first step was coming up with a name. The result, created by
the San Francisco-based firm Metaphor Name Consultants, was “Sageo,” a mixture
of the word “sage,” meaning a person with wisdom, and the prefix “geo,” connoting
“global.” Next, the design team turned to visuals, coming up with six possible direc-
tions, ranging from straight logotypes to symbols shaped like seeds to suggest
growth and infinity symbols to represent longevity. But it was a design based on
three overlapping rectangles that stood out, says Travis, explaining that the final
logo’s clean, geometric forms lend it a corporate feel, while the colors—a palette of
soft blues and greens—add a humanistic quality.
What Works
The logo, which features three overlapping rectangles containing the company’s
name set in the typeface Infotext, is meant to reflect the three different types of con-
tent provided by the Sageo website, namely, information on health care, wealth
management, and leading an active life.
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