Sage has refreshed its branding, including a new logo along with a series of new initiatives.

It says the rebrand is “a symbol of its evolution and a reflection of the changing needs of small and mid-size businesses (SMBs) globally”.

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 start-up 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.”

Alongside the logo change Sage announced a series of initiatives which it said would focus on delivering  better insights and smarter decision making for SMBs, these include:

• Sage Membership: Every Sage customer now gets automatic access to the benefits of Sage Membership, starting with Member Masterclass rolling out this May. Member Masterclass offers insights through talks and articles from the world’s leading experts and trailblazers on the challenges that are most important for businesses today. Based on current challenges faced by SMBs globally, Season 1 will tackle the competition for talent.
• New digital network services: Sage will give SMBs access to essential accounting and bookkeeping tools directly via their bank app or web browser. Sage Accounting and Compliance as a Service (ACaaS) will launch in the UK in May.
• 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.