BNP Paribas is one of the most influential and reliable financial institutions in the world. It has branches and regional banks outside its home country, France, and is represented in 72 countries under numerous subsidiary brands. Some of the conglomerate’s shares are held by employees and small investors, while institutional investors hold the bulk.
Meaning and History
The BNP Paribas group appeared in 2000, but it is difficult to call it young because it included two banks with a 150-year history. They both appeared as a result of the merger of other structures that set themselves different goals. The final merger of BNP and Paribas allowed them to strengthen their presence in the international market. Moreover, the leaders have retained the names of two financial institutions at once, indicating respect for their traditions.
But the original corporate identity could not be saved: the new group needed something revolutionary that could distinguish it from competitors. Therefore, the famous BNP emblem with the letter “B” surrounded by green dots is a thing of the past. The modern project received the same modern logo as itself. Despite a little experimentation with the design, the original concept has not changed.
2000 – 2007
In 2000, a financial conglomerate emerged, which now heads the “big four” French banks. At the same time, customers could see his first-word mark with a black inscription “BNP PARIBAS.” The letters were lower than they are now, which made them seem a little flattened. The simple, bold sans-serif type looked solid and was a great fit for a financial conglomerate.
On the left, the artists depicted five green stars. They rose, skirting the word “BNP,” and turned into flying birds. Subsequently, this element became the main distinctive symbol of the group.
2007 – 2009
The redesign brought some minor changes in terms of composition. The logo designers tweaked the proportions of the lettering so that the letters no longer seemed unnaturally elongated. A green square limited the free flight of the stars, and they turned white. Because of this, the graphic sign shifted to the left and was perceived separately from the text.
2009 – today
In 2009, designers redesigned the image to make it three-dimensional. Volume comes from a light linear gradient at the top of the square and dark boxes around the edges. The 3D effect was the only change in the BNP Paribas logo design because the lettering remained intact.
The stars move upward in a dynamic trajectory and become abstract birds. The five-pointed geometric shapes lined up in a circle symbolize the European Union flag. The stars also serve as a guide because their position in the sky gives travelers the right path. And the birds they transform into indicate BNP Paribas employees’ willingness to accompany clients in any endeavors.
Font and Colors of the Emblem
The font used for the name of the financial conglomerate belongs to the category of grotesque. This is Genua Sans Bold, created in 2017 by Sergej Lebedev. It is characterized by smooth bends, uneven line thickness, and gaps at some strokes’ junction.
The square’s green color implies a responsible attitude to the environment, symbolizes hope, and attracts money. Due to the gradient, it is presented in several shades at once: Bangladesh Green (# 007348), Spanish Viridian (# 008755), Medium Sea Green (# 39A87B), Green Sheen (# 6ABB97), and Eton Blue (# 8BC8AA). The inscription, in turn, is completely black.