It was only from 1969 that Société Générale provided itself with a proper logo, known as the “Pasquier logo” after it’s designer. With a rounded shape in the form of a reversed spiral in dark brown and beige, the logo drew its inspiration from kinetic art, appearing to move. From a figurative viewpoint, it could be said to represent the horn of plenty. In this period there were a number of versions of this logo with different sizes, colours and materials for the inscription “Société Générale”. In addition, the calligraphy on the branch façades and communication media differed.

From 1971 to 1981, the style of the corporate name changed four times (in 1971, 1976, 1977 and then in 1981). However, they were all still versions of the Pasquier logo, being used internally and externally, including on advertising objects. More than the style itself, which continued to evolve, it made up the main element in the bank’s visual identity.

In order to manage this visual identity, style norms were established more precisely in 1981. From then on and in particular from 1983, the colours “madder lake” red and ivory were adopted as the emblematic colours of the Société Générale. The size of the spiral was then determined in relation to the size of the “Société Générale” representation. The spiral was madder red and the font was madder red Times Italic on an ivory background. 

In 1986, the Pasquier logo was officially abandoned, although “madder lake” red and ivory were retained.