SOCIÉTÉ GÉNÉRALE

Building a clearer brand architecture.

Société Générale is a major European financial services company which also has a substantial global presence. Société Générale is one of the oldest banks in France. 

Société Générale had grown massively through acquisition across Europe and had a highly fragmented brand architecture. The SG brand (developed by Wolff Olins) whilst separating the investment business from the retail business did not help in creating synergies and cross-selling opportunities across the group.

The solution involved a redefinition of the existing brand architecture in to a much simpler system consisting of three levels. Evolution of existing symbol with a new custom designed font designed to create visual consistency across all Société Générale businesses.

This work was carried out while at Wolff Olins
Brand strategy / Brand architecture / Visual expression / Brand guidelines.