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1833
A year after its foundation, Assicurazioni Generali
Austro-Italiche is allowed to use the qualification
of “operating under imperial privileges”
and to include on its documents the image of the two-headed
eagle, the symbol of the House of Hapsburg. |
1848
Following the insurrection, which led to the establishment
of the Republic of Venice, the company removes from
its name the appellation “austro-italiche”
and adopts for its operations in the Italian peninsula
the lion of St. Mark as its symbol. On the early hail
insurance policies the lion is depicted brandishing
an unsheathed sword, a representation that will co-exist
for numerous years with the sword less lion printed
on fire insurance policies. |
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1881
In its Jubilee year, the company decides to unify
its trademark, adopting the lion “facing right’,
which will be the symbol of Generali up to the early
part of the 20th century when the classic representation
– with the lion facing left – will be
reinstated.
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1971
With the changes under way in Generali’s marketing
strategy, the traditional image of the lion of St. Mark
is deemed no longer responding to the tastes of the
time and to modern forms of expression. As a consequence,
the trademark undergoes a profound restyling and the
logo-type Generali is added. The new corporate identity
is accompanied by an advertising campaign that hinges
on the message “From now on, call us Generali”.
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1978
The need to strategically co-ordinate the entities
operating the various markets, leads to the design
of a Group trademark, whose introduction is combined
with the updating of the consolidated statement, an
instrument that suitably represents the wide web of
interests that refer to the parent company.
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1990
In coincidence with the first ever international advertising
campaign, sustained by the claim “Generali: the
insurer without frontiers”, the trademark is further
fine-tuned in order to enhance its visibility. |
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