As it turns 50, Capgemini redesigns its corporate identity

19 October 2017

As the firm celebrates its 50th year in business, Capgemini has unveiled a new corporate identity, as it looks to set its brand apart with a human touch. The new, handwritten logo is based on the signature of founder Serge Kampf.

Capgemini was founded in 1967 by Serge Kampf, in Grenoble, France. The original name was Sogeti. The name change from Sogeti to Capgemini was the result of a number of acquisitions and branding strategies. In 1973, Sogeti acquired a share capital in CAP, a major European IT services company. One year later, Sogeti bought Gemini Computer Systems, an American IT company.
In response to these acquisitions, Sogeti renamed its company to CAP Gemini Sogeti in 1975. More than two decades later, the brand name for all CAP Gemini Sogeti companies was renamed CAP Gemini (1996). On June 1, 2000 Cap Gemini acquired with EY’s consulting arm, and Cap Gemini Ernst & Young was formed. On April 15, 2004, the group finally became the familiar, singular, Capgemini brand.

Now, with more than 190,000 people, Capgemini is present in over 40 countries. A global leader in consulting, technology and outsourcing services, the Group reported 2016 global revenues of €12.5 billion. The firm is presently celebrating its 50th Anniversary year in 2017, part of which saw Capgemini launch MoveFifty, a global project encouraging employees of the consultancy to get active in the name of three charities promoting education for underprivileged children. As a continuation of those attempts to present the consultancy as both approachable and humane, the group have confirmed a long-awaited overhaul of their corporate identity.

Capgemini last refreshed their logo 13 years ago – in the now seemingly distant 2004. The firm cited the massive change in both the company’s size, shape and scope of their business as well as the form of the entire market, as motives for the new look. The new design is aimed at reflecting the firm’s “unique character, ambition, passion and strengths.”

The firm’s Group Marketing and Communications Director, Virginie Regis, said, “Our new identity demonstrates how agile and in motion we are, helping our clients to address their business challenges, with precision and trust. In this age of digital interactions we were keen to humanise our name with a fresh hand written format. Work is also now underway on the overall architecture of the Group’s brands.”

Capgemini’s new clothes

At its core is the Capgemini vision that technology is nothing without the people behind it. The handcrafted name is now fully part of Capgemini’s logo, which personifies the company slogan that was launched back in 2010 and is just as relevant today: ‘People matter, results count’. According to a release accompanying the logo’s launch, Capgemini cited Serge Kampf’s original signature design as inspiration for this development.

Kampf’s fingerprints can also be seen on the revamp of Capgemini’s historic “Ace of Spades” logo. When it first came to choosing an emblem for his company, then named Sogeti, the entrepreneur had hired a small agency to put forward suggestions, with the firm providing 3 ideas; a bee (symbolising, fruitful work), a toothed wheel or magnetic tape drive (signifying the IT services provision in the firm’s DNA), and an ace of clubs , representing good luck and happiness. Kampf rejected the first two, and adapted the third into the ace of spades – because it is the highest value card in bridge (a game he played a lot when he was a student). Having originally been “deformed”, with a shortened base to render the popular symbol distinctive, Capgemini’s spade is now fluid and dynamic. The mix of colours are said to reflect the evolving technology landscape and the ability of Capgemini to constantly adapt and master the latest innovation, yet still with the precision and accuracy that are fundamental to successful client delivery.

Capgemini redesigns its corporate identity

The colour palette of the sigil has also been altered – and are now a good deal more complex than when their selection was left to their founder. Originally, the firm’s colours were blue and red which Kampf came across a long article explaining the meaning of the colours chosen by French oil giants ELF. The article revealed that the company had budgeted 50 million Francs for the design guidelines to show that blue represented stability, and red displayed dynamism – at which point, without hesitation Kampf adopted ELF’s colours for his company’s logo, explaining, “at least we’ve saved 50 million,” to his entourage. Having switched to a combination of blues as of 1996, the latest update has rendered Capgemini’s colours more vibrant. The darker blue is said by designers to represent the depth of the firm’s heritage and the dependability of the brand and its people, while the lighter blue represents the new world - energetic, inspiring and free-thinking.


Private equity firms ramp up sustainability focus

19 April 2019

In line with business leaders across the industrial gamut, private equity firms are increasingly on board with sustainability projects. According to a new study, the investment arms for major funds are implementing a number of strategies aimed at supporting sustainable economic development in line with global goals.

While the business world has finally begun to acknowledge the danger of climate change, effective action plans remain difficult to achieve. The Paris Agreement has stipulated a clear target for the decades leading up to 2100, although massively reducing emissions while not crashing the economy could be a tall order.

Businesses that are able to acquire capital can use it to boost productivity and output, thereby creating a virtuous cycle of development. However, some businesses are better able to utilise resources than others, both in terms of their relative productivity, as well as the value of the respective outcomes relative to costs (including environmental harms). Financing can therefore provide an avenue to select businesses that are aligned with various global sustainability goals, while shunning those that drive little or unsustainable social value creation.

Top moves made by investment arms towards responsible investment

Profit has for the longest time been the central criterion for investment decisions. Yet profit at any cost is increasingly seen as creating considerable social harms, while often delivering only marginal value. As a result, the private equity sector, which was initially sluggish to change its ways with regards to sustainability, has started to see the topic as an opportunity as much as a challenge.

A new study from PwC has explored how far sustainability goals have become part of the wider investment strategy for private equity (PE) firms. The report is based on analysis of a survey of 162 firms and includes responses from 145 general partners and 38 limited partners.

Maturing sustainability

Top-line results show that responsible investment has become an issue for 91% of respondents. For 81% of respondents, ESG (environmental, social, and corporate governance) was a board matter at least once a year, while 60% said that they already have implemented measures to address human rights issues. Two-thirds have identified and prioritised Sustainable Development goals that are relevant to their investment segments.

Change in concern and action on climate-related topics over time

While there is increasing concern around key issues, from human rights protections to environmental and biodiversity protection, the study finds there are mismatches between concern and action. For instance, concern among investment vehicles around climate change has increased since 2016.

In terms of risks to the PE firm itself, concern has increased from 46% of respondents in 2016 to 58% in the latest survey. However, the number who have taken action remains far below those concerned, at 9% in 2016 and 20% in 2019. Given the relatively broader scope of investment opportunities, portfolio companies face higher risks – and more concern – from PE professionals, at 83% in the latest survey. However, action is less than half of those concerned, at 31%.

Changing climate

In terms of the climate footprint of the portfolio companies, 77% of respondents state concern in the latest survey. 28% of respondents are taking action through the implementation of measures to mitigate their concerns.

Concern and action taken on ESG issues

In terms of the more pressing issues for emerging responsible investment or ESG issues, governance concern of portfolio companies comes in at number one (92% of respondents), while 60% have taken action on it. Firms have focused on improving awareness – setting up policies and a range of training modules for their professionals around responsible investment decision making. Cybersecurity takes the number two spot, with 89% concerned and 41% implementing strategies to mitigate risks.

Climate risks take the number three spot in terms of concern for portfolio companies (83%), but falls behind in terms of action (31%). Health and safety track records are a key concern at 80% of businesses, with 49% implementing action. Gender imbalance within PE firms themselves ranks at 78%, which is being dealt with by 31%. A recent survey from Oliver Wyman showed that there is gender balance at 13% of GP teams in developed countries.

Biodiversity is also an increasingly pertinent topic, with risks from pollution and chemical use increasingly driving wider systematic risks around environmental outcomes. It featured at number eight on the ranking of most likely global risks for the coming decade, with its impact at number six. As it stands, biodiversity is noted as an issue at 57% of firms, with 15% implementing action.