The new identity is a masterbrand, which will inform the new look of sub-brands including Saga’s magazine, travel, insurance, financial, and care services rolling out from September.
The consultancy came through a three-way pitch to win appointment in January and delivery of the new work marks the start of a five-year contract between Springetts and the company. Saga is owned by the Acromas Group, which also owns the AA.
Springetts says the new identity is ‘more personal, emotive and hand scripted’ and feels it will better engage Saga’s over-50s target market.
Saga Magazine is the first brand to carry the new identity and will arrive with its subscribers this week.
The monthly magazine has also undergone a redesign led by editor Katy Bravery and designed by in-house art director Paul Hayes-Watkins.
An app, designed by an app development team at the AA, also launches with the magazine and Bravery says, ‘People over 50 have taken up iPad usage avidly and I hope they are going to find both the brighter magazine and the app a lot of fun. There are more evolutions in the pipeline too.’