Amundi is a French asset management company created in 2010 through the merger of the asset management arms of Crédit Agricole and Société Générale [1]. The brand name was unveiled in October 2009, ahead of the entity’s official creation on 1 January 2010 [2].
Design and History
The Amundi visual identity was created in 2009 by W&Cie, a Havas group agency specializing in brand strategy, design and advertising [3]. The agency developed both the name and the visual identity for the newly formed asset manager [3].
The name Amundi combines the initials “am” for Asset Management with “mundi,” which references the group’s European roots through its Latin consonance and its global dimension, from the Latin mundus meaning “the world” [4]. This naming was confirmed in the official press release announcing the brand [2].
On 1 July 2024, Amundi modified its logo. The company described the change as “an evolution, not a revolution,” keeping the same colors and overall look of the logo [5]. The previous logo had been accompanied by the descriptor “Asset Management” beneath the Amundi name; the updated logo uses the descriptor “Investment Solutions” instead [6]. Amundi explained that the change was intended to better reflect the company’s expanded range of services, including financial management, administrative management, account keeping and technology and digital services [6].
Meaning and Symbolism
A horizontal line has been a fundamental part of Amundi’s branding since the company’s creation. According to Amundi, the line symbolizes the link between the company and its clients, and the long-term relationship based on trust [5]. In the 2024 logo update, the company’s signature “Trust must be earned” was moved closer to the brand name, positioned just below the line [5].
The current logo consists of the word “Amundi” in dark blue bold typeface, with “Investment Solutions” below it, a light blue horizontal bar beneath that, and “Trust must be earned” in dark blue at the bottom, according to the trademark registration for the mark [7].
Typography and Design
The Amundi wordmark uses a bold dark blue typeface for the company name, with the descriptor and signature set in smaller text [7]. The logo employs two shades of blue: a light blue for the horizontal bar element and a dark blue for the text [7]. Brand color data compiled by Brandfetch lists the Amundi palette as including a cerulean blue and a dark Prussian blue [8].
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