SADA announces new brand, targets IPO readiness and $1 billion in revenue

SADA Says | Cloud Computing Blog

By Narine Galstian | Chief Marketing Officer

We’ve evolved, pivoted and grown. 

                                         We’re ready for what’s next…

In the two decades since our founding in 2000, SADA has evolved, pivoted and grown. We became one of Google Cloud’s original launch partners in 2007 and now serve as an award-winning Global Partner of the Year, year after year. In short, we’ve grown up and established our purpose. And to reflect who we are today and where we’re headed – on track to becoming a billion-dollar Google Cloud partner and working toward being IPO ready in three years – we’re unveiling a new brand identity.

This new brand better reflects what we do: We increase the capabilities of people and the performance of the organizations we serve by helping our clients harness the immense power of Google Cloud to solve a business challenge, make data actionable or transform the way they work.

“Together, we’re all in,” is our pledge. This simple idea communicates what we stand for inside and out, and reflects our fearless approach to finding the best way forward – always.

This process was about much more than developing new logos, typography and imagery. It was about distilling what makes us and our brand special, and then translating that into how we show up. We want the world to know that SADA is an organization that cares about its people and the communities in which we work. We value diversity and inclusion. We pride ourselves on continuous innovation, strong partnerships and service excellence. And our attitude, approach, people and experience make us uniquely capable of helping the world’s largest companies achieve their boldest ambitions and solve their most complex problems.

We embarked on this brand-identity journey late last year with global branding agency, Siegel+Gale. Over the past 12 months, our teams have worked together to identify our brand promise and core values. Our key pillars of Bold, Dynamic and Nonstop came easily, because it’s already who we are and how we deliver for our clients and each other, every single day.

A sleek visual identity represents our seamless approach in implementing Google Cloud for our clients who represent some of the world’s biggest brands across industries.


“The previous brand expression didn’t reflect the stature and the growth of SADA’s business,” said Matthias Mencke, group creative director at Siegel+Gale. “SADA’s culture is a critical ingredient in how it delivers meaningful results for its clients, so the new brand captures that spirit while ensuring it has the elasticity and longevity to grow as the company evolves.”

Matthias Mencke, group creative director at Siegel+Gale

Beyond what we do for our clients, we see our responsibility to the communities in which we live and work. We’re actively involved with the Equal Justice Initiative, Girls Who Code, Feeding America, Los Angeles Food Bank, Food Banks Canada, National Society of Black Engineers, SPARK, Children’s Hospital Los Angeles, and INROADS.

“Are we proud of our many business accomplishments? Absolutely,” said SADA CEO Tony Safoian. “But more important is the impact that our work has had on underrepresented, underserved and underfunded communities. Technology has the potential to make our world a better place. Our growth simply drives the mission, and that’s what we’re most proud of.”

SADA CEO Tony Safoian

Named the Google Cloud Global Partner of the Year for two years running, we’re recognized for the work we’ve done to help some of the world’s biggest brands get the most value out of Google Cloud technologies. We’ve also been recognized as a Best Place to Work from multiple outlets and a place where the world’s top cloud talent wants to work. We’re looking to reach 450+ employees worldwide by the end of 2021.

“SADA’s team has demonstrated its strong ability to help customers successfully plan and execute digital transformation with Google Cloud,” said Nina Harding, Chief of Global Partner Programs & Strategy at Google Cloud. “We look forward to a continued strong partnership to help customers reimagine their businesses with Google Cloud.”

Nina Harding, Chief of Global Partner Programs & Strategy at Google Cloud

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