SociEtE GEnErale Group has unveiled a new brand name for its international commercial and investment banking, asset management and private banking businesses. Identity work is by Wolff Olins (DW 6 February).
The divisions will be known as SG, SG Asset Management and SG Private Banking. The new marque retains SociÃ©tÃ© GÃ©nÃ©rale’s square in red and black, according to a consultancy spokeswoman.
“The adoption of SG as a single brand will enable the group to raise the international profile and establish a global brand for international banking and investment services,” the spokeswoman adds.
Wolff Olins is responsible for the naming structure, positioning, communications and the international ad campaign.