A typographic and architectural updating of the classic French financial brand.
The square previously enclosed the name. It is now a purer expression of a state of equilibrium, strength, solidity and rigour. The notion of equilibrium is reinforced by the separation of the square into two equal parts. The bar in the centre gives significant emphasis to the overall effect.
The colours, Madder Lake red and black, are strong but contrasting: the red is bright and lively, the black is rigorous and sober. The contrast is governed and softened by the white, luminous and calm, representing prospects and openness.
