Sofinco marked its 75th anniversary by unveiling a new logo and outlining plans to expand its services. The French brand, part of Crédit Agricole Personal Finance & Mobility and known for consumer lending, is developing payment, budgeting, and other everyday financial services. The identity, created in collaboration with BETC, was introduced on June 11, 2026.
According to the company, 20 million people in France have used Sofinco at least once since its founding. The brand now aims to become a regular source of support for customers managing their finances. These plans form part of Infinitely Customer, a program running through 2028 that aims to make Sofinco a leader in France in financing everyday expenses and personal projects.
The logo update changes the name’s color and the design of the first “o.” The lettering is now dark blue, and both “o” letters have closed, rounded outlines. Previously, the first “o” consisted of several parts. A white diagonal gap cut through its turquoise outline, a red stroke pointed up and to the right at the top, and a short dark green line sat below. In the new version, the letter uses the same single color as the rest of the name.
The wordmark’s overall structure remains intact. An uppercase “S” leads into lowercase letters, with the name set on one line. The lettering retains its heavy strokes, rounded “o” shapes, open “c,” and circular dot over the “i.” Vertical strokes combine with smooth curves, and the letters sit close together. The version presented uses the name alone.
The identity update accompanies a shift from occasional loan applications to regular use of Sofinco’s services. The company wants to help customers track spending, pay for purchases, and finance personal plans. To support that relationship, the brand is developing digital tools and tailored assistance.
The program through 2028 also includes housing-related services. Sofinco is expanding financing for home improvements that reduce energy consumption and make homes more comfortable for older adults. The company plans to use data, open banking, and artificial intelligence in its customer service operations. It reports that approval times for some processes have already fallen from several days to a few minutes.
The Sofinco app, launched in 2025, already offers some everyday tasks. Through open banking, users can track spending and view multiple accounts. The company eventually plans to bring money management, payments, financing, and related services together in the app. A new payment card is scheduled to launch in fall 2026.
The identity presentation also included The Art of Payment, a film created using artificial intelligence. It traces Sofinco’s history and the brand’s transformation for its anniversary.