Société Générale

Société Générale is a french bank which has 150 years of History and it's logo changed over times.

Chronology of Logo Evolution

SG

pre-1969

The logo is simply SG Monogram, which is widely popular and recognized.

1969-1986

Right from its beginnings, Société Générale was often identified by its SG monogram. These two letters in a traditional typeface were what constituted the corporate identity that appeared on the entire bank's official documentation. In the 1950s, a multiplicity of different versions appear, some using the full name, and others using the monogram, but it soon became clear that these visual representations of the bank would have to be standardized.

So in 1969, the bank holds a competition to design a new logo. The winner is visual artist Noël Pasquier, with a bold circular design of an inverse spiral in dark brown and beige. Inspired by kinetic art, this new logo seems to be in constant movement and has overtones of a horn of plenty. The Pasquier logo serves Société Générale for over 15 years through four different evolutions. In 1983, the bank adopts the colors of "rose madder" red and ivory. When the Pasquier logo is officially retired in 1986, the two colors live on in the visual identity of Société Générale.

1986-2007

Société Générale is a french bank which has 150 years of History, having had no logo since 1986, Société Générale decides that it's time for a new visual identity.

The brief is to steer clear of symbols, retain the red color and emphasize "Générale" more strongly than "Société". Perhaps most importantly, it must be 100% consistent with the advertising concept, which is based on the effective combination of human talent.

The result is the adoption of the red and black square. The pure form of the square seeks to express balance, strength(Square shape represents Strength), stability and precision. The concept of balance is underlined by the separation of the square into two equal sections. The invigorating bright red half opposes the precision and restraint of the black half. This stark contrast is softened by the white bar in the center, which acts as a point of focus and openness, like a breath between the two extremes. Lastly, the typography is extended in width to symbolize the ability of the bank to be flexible and adaptable.

 2007-2011

Surveys suggested recognition of logo without text, this moved designer decision to place text "Société Générale" to left of Logo in black colored font.

2011-Till Date

In March 2011, Societe Generale launched its new communications campaign, based on a strong and engaging signature vis-à-vis all of its customers and employees: "Building team spirit together" or  "Developpons Ensemble L'esprit D'equipe " the words are arranged in the logo.

Punch Line: Building team spirit together