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CAPGEMINI

History
of the brand

The rise of an entrepreneurial wave

1967-1977

In 1967, Sogeti created its first logo, composed of a bright red Ace of Spades against a turquoise background, signaling the company’s originality within the IT services industry.
In 1970, Sogeti launched its first advertising campaign in Le Monde, a leading French newspaper. With its message, “Stop torturing yourself, torture Sogeti,” the company used humor to urge customers to delegate their troubles.
In 1969, bolstered by its initial success, the company expanded and published one of its first recruitment campaigns.
In 1973, Sogeti turned once again to the French newspaper Le Monde to carry out an original recruitment campaign. The company introduced itself through a witty and fun self-portrait while describing its ideal employees.
In 1973, the Sogeti Group launched its first internal newsletter, called Le Pique Pocket (“The Pickpocket”)
In 1975, Sogeti became Cap Gemini Sogeti, Europe’s leading IT services company, and reached 2,000 employees. It also released a new “Cap Gemini Sogeti” logo.
In 1976, though not required to do so, the Group published its first Annual Report to review its activity in 1975: the document was intended for internal communication, the image of the Group, and its business activity.

The era of expansion

1978-1987

In 1980, Cap Gemini Sogeti launched “Cogitas” and expanded its internal magazine to cover all Group employees worldwide.
In 1985, Serge Kampf and the Executive Committee defined the Group’s seven core values: Honesty, Boldness, Trust, Freedom, Team Spirit, Modesty, and Fun.
In 1984, Cap Gemini Sogeti reached new heights: on October 4, two mountain climbers who were part of the company, Pierre Beghin and Jean-Noël Roche, planted the Group’s flag on the summit of the south face of Dhaulagiri mountain in the Himalayas.
In 1985, Capgemini won the Best Annual Report award, in recognition for originality and the quality of its content. Serge Kampf accepted the award from Pierre Bérégovoy, at the time French Minister of the Economy and Finance.

Aiming for leadership

1988-1997

In 1992, the Group defined its first corporate visual identity guidelines.
In 1994, the Group launched its first international advertising campaign based on the slogan, “Total Respect.”
In 1996, the Group adopted a new “Cap Gemini” logo, marking the temporary disappearance of the original company name of “Sogeti.”
Also in 1997, the Group added the new slogan of “Ideas People Technology” to the 1996 logo. Meanwhile, its recruiting program championed the “Freedom to be Outstanding.”
In 1997, the Group launched a new emblematic advertising campaign: “It’s time for the Capgemini Way.”

The rise of a global champion

1998-2007

In 1998, the Group launched its first online corporate identity and style guide.
In 1999, the Group was voted European Company of the Year. The King of Sweden arrived in person to present the award to Geoff Unwin. Cap Gemini launched its “Thank You” advertising campaign to thank its clients.
In 2000, following the acquisition of Ernst & Young Consulting, the Group adopted a new “Cap Gemini Ernst & Young” logo and used a stork to announce the happy news.
Also in 2000, the Ace of Spades appeared in the “One Idea” recruiting campaign, while in 2001 the Group launched the “Create, Connect, Evolve, Liberate” campaign.
In 2002, the Sogeti brand reemerged: the Group chose the name to launch a subsidiary specialized in local technical assistance.
In 2002, the Group responded aggressively and humorously to the recession through a playful advertising campaign using the phrase, “Defy the economy.”
In 2004, the Group adopted its current name, now written as one word, along with a new logo.
Also in 2004, the concept of “Collaborative Business Experience” was launched by highlighting famous sports coaches and musicians. Capgemini underlined that when working “together” it’s possible to go further.

New horizons

2008-2017

In 2007, Capgemini rolled out “Together, free your energies,” its new advertising campaign in the form of a comic strip. For the campaign, the Group argued that by being free, each of its clients could boost performance.
In 2009, Capgemini produced and broadcast its first online video advertisement with the comic “elevator” series, which depicted Capgemini clients facing daily challenges.
In 2008, Capgemini launched the “Capgemini Consulting” brand in blue and released its first online advertisement.
In 2009, the “Capgemini Consulting” logo took on its current burgundy color.
In 2011, the “We are the ones” campaign showcased the breadth and diversity of Capgemini experts, while highlighting the importance of the people factor in making technology better.
In 2010, Capgemini launched its new brand signature, “People matter, results count.”
In 2012, the Group released its new website and launched “ExpertConnect,” a platform for contacting Group experts and discussing business and technology issues.
In 2013, Capgemini unveiled its new corporate identity and style guide.
In 2012, Capgemini created the “Super Techies Show,” a reality TV series bringing together students and clients to present business issues and innovative technology solutions. Three more seasons followed.
In 2015, the new “what if…” campaign encouraged businesses to achieve their ambitions and make their dreams come true.
In 2016, Capgemini entered the Guinness Book of World Records by organizing the largest Bollywood dance ever with 4,276 dancers during Jashn, the annual celebration for its employees in India.
In 2016, Capgemini inaugurated the InnovatorsRace, a contest in which young graduates solve issues facing six clients located around the world.
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