Our logo over 190 years

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.

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.

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.

Around 1910 the lion appears imposing and statuesque, facing left again. After Trieste becomes Italian in 1918, it comes to be gradually used by the Central Head Office, too. This version, with minor formal changes, would be in use for over fifty years.

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.

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

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.

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.