1833 

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

1848 

Following the insurrection, which led to the establishment of the Republic of Venice, the company removes from its name the adjective "austro-italiche" and adopts for its operation in the Italian peninsula the lion of St. Mark as its symbol. 

1881 

In its Jubilee year, the company decides to unify its trademark, adopting the lion “facing right”, which will be the symbol of Generali up to the early part of the 20th century, when the classic representation – with the lion facing left - will be reinstated. 

1971 

With the changes under way in Generali's marketing strategy, the traditional image of the lion of St. Mark is deemed no longer responding to the tastes of the time and to modern forms of expression. As a consequence, the trademark undergoes a profound restyling and the logotype Generali is added. 

1978 

The need to make more homogeneous the image of the entities operating in various markets, leads to the design of a Group trademark, the introduction of which marks also the updating of the consolidated statement, an instrument that gradually becomes a very important document of the parent company. 

1990 

In the nineties the trademark is further fine-tuned in order to enhance its visibility