Corporate values

A company’s core values form the bedrock of its corporate culture. They guide the organisation and provide common cultural ground for a multi-dimensional group. Their aim is to guide the behaviour and actions of the Bank’s employees.

BNP Paribas has chosen four core values, which are promoted regularly at occasions such as the annual appraisal, when employees are assessed on their performance in terms of responsiveness, creativity, commitment and ambition.

  

Today, BNP Paribas’ brand is worth an estimated USD 10 billion, making it one of the eight most important banking brands in the world. The identity of a brand relies on a heritage, shared values, attitudes and behaviours. These are reflected in the BNP Paribas logo.

 

 

The stars in the logo refer to those in the Flag of Europe, giving the company a European profile. It is a logo that breaks with the opposition to change and the conservative nature often associated with the banking sector. It also illustrates adaptability. In fact, that’s why you see the star changing into a bird. Its flight symbolises freedom, openness and growth – the concepts which now represent the ambitions of BNP Paribas Fortis. Finally, the stars are placed on a green square, the colour of nature and hope. Together, they form the “taking flight” symbol.