NAV
Trademark

From the eagle to the lion

 

1833

About a year after its foundation, Assicurazioni Generali Austro-Italiche was allowed to include the image of the two-headed eagle, the symbol of the House of Hapsburg, on its documents.
 

1848

Following the insurrection, which led to the establishment of the Republic of Venice, the company removed the adjective "Austro-Italiche" from its name and adopted the symbol of the lion of St. Mark for its operations in the Italian peninsula.
 

1881

In its Jubilee year, the company revised its trademark, re-positioning the lion to face the right. This configuration remained the symbol of Generali into the 20th century.
 

1971

With changes under way in Generali's marketing strategy, the traditional image of the lion of St. Mark no longer suited the tastes of the time and modern expression. As a consequence, the trademark underwent profound restyling and the logotype Generali was added.
 

1978

The design of a Group trademark brought a more homogenous image to the entities operating in various markets. The consolidated statement was also updated, becoming a very important document for the parent company.
 

1990

In the nineties the trademark was further fine-tuned to enhance its visibility.

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