Generali SpA

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Our logo over 180 years

People often refer to us as the "Lion of Trieste". Yet the Lion of St. Mark was only chosen as our symbol in 1848, following the creation of the Republic of Venice.

The group's original logo was the double-headed eagle of the Hapsburg Empire, introduced in 1833, just over a year after the establishment of Assicurazioni Generali. The switch to the Lion was the most radical change to our logo, but not the only one. Over the years, the logo has evolved along with the historical context and new requirements in visual communications.

The major milestones in the history of our trademark are shown below:

1833 - Double-headed eagle

Little more than a year after its foundation, Assicurazioni Generali Austro-Italiche gains permission to use the image of a double-headed eagle –the symbol of the House of Hapsburg – on its documents.

1848 - Lion of St. Mark

Following the insurrection that led to the establishment of the Republic of Venice, the company removes "austro-italiche" from its name in order to better reflect its Italian identity, adopting the Lion of St. Mark as the symbol for its Italian business.

1881 - Lion facing right

In the year of its 50th anniversary, the company decides to replace and unify the various versions of its logo with the lion “facing right”. This logo remains in use until the early 20th century, when the classic image – with the lion facing left – is reinstated.

1971 - Generali logotype

As Generali's marketing strategy evolves, the traditional image of the Lion of St. Mark is no longer in line with modern tastes and design. The Lion undergoes a profound restyling that leads to the current logo, with an updated version of the historic symbol paired with the Generali logotype.

1978 - Group trademark

An increasing need to coordinate and provide strategic guidance for units operating in various markets leads Generali to design a Group trademark.

1990 - Group logo

In the 1990s, the group trademark is redesigned to make it more modern and ensure better recognition. The wording “Gruppo Generali” is translated into various languages, including English, French, German and Spanish.

2014 - A single trademark

Since January 2014, a more modern and dynamic Lion has become the unique symbol identifying the entire group worldwide. The redesigned face gives the lion a sharper profile, the restyled wings enable better small-scale reproduction, and the paws and tail are simpler. The move is in line with the group’s desire to add value to its intangible assets.