After privatisation in 1987, Société Générale adopted a strategy of diversifying the services offered to private individuals. With this in mind and to more effectively establish its name in the minds of the public, the spiral was abandoned in favour of the Société Générale representation. The advertising positioning expressed in the slogan “Combining our talents” supported the launch of a new visual identity.

In 1989, Société Générale chose a logo with a strong impact.It is made up of a square, the colours and the name Société Générale:

·         The square is a pure shape that expresses a state of equilibrium, strength, solidity and rigour. The notion of equilibrium is reinforced by the separation of the square into two equal parts. The bar in the centre gives significant emphasis to the overall effect.

·         The colours, red and black, are strong but contrasting: the red is bright and lively, the black is rigorous and sober. The contrast is governed and softened by the white, luminous and calm, representing prospects and openness.

The name “Société Générale” in the original typeset but stretched horizontally represents the bank’s capacity for flexibility and adaptation. The words “Société Générale”, incorporating staff, customers and shareholders, symbolise tradition (black on red) and the development of its mobility (white on black). The word “Générale”, more accentuated than “Société”, in accordance with the international appellation, reinforces the aspect of being a leader and represents the diversity of the establishment’s business and its capacity for opening up to the outside world.