Unipol was founded in 1963 when the major managers of the “National League of Cooperatives” and of the “Federcoop” of Bologna decided to bring together in a single structure the vast portfolio that the same cooperatives had distributed in various insurance companies, such as Unipol in fact, already authorized in 1961 but not yet exercising. The name derives from the slogan “Unica Polizza” and that is the RCA guarantee (not yet compulsory at the time). The first logo depicted the letter “U” with a terrestrial globe inside and the logotype composed in capital letters with the Eurostile font designed by Aldo Novarese. In the seventies, the trade unions CGIL, CISL, UIL joined the shareholding structure and the image of a “company of cooperation and the world of work” was consolidated for Unipol. In 1986 the corporate group logo was also designed with the letter U and the globe.

In 1990 the ordinary shares were listed on the stock exchange; therefore the logo was restyled with the acronym composed in uppercase Helvetica overlined by a green rectangle of the same length. In 1992, the group’s logo was also subjected to restyling with the stylization of the letter U within a square with open edges.

In 2007, a corporate reorganization project was launched for the group with the birth of UGF (Unipol Gruppo Finanziario), a holding company for investments and services; the relative logo was the stylization of the letter U inside a square next to the logotype composed of three lines with the Arial rounded. This organization brought together the central and coordination functions of Aurora Assicurazioni and Unipol Assicurazioni, distinguishing them from the operational functions that remained in the hands of each of the two companies with their own logos, subjected however to restyling in 2009 to show the identity sanctioned with the letter U and common character.

In 2011, a vast rebranding project, aimed at enhancing the historical name Unipol, redesigned the group’s logo architecture, entrusting the graphic design to the InTesta agency in Turin; the new visual identity is linked to a simple and linear logo while the group identity highlights different colors to represent the different areas of the group.

In 2013, the merger by incorporation project into the newly formed UnipolSai of some of the most important and historic Italian insurance companies began: Unipol Assicurazioni, Fondiaria-Sai, Milano Assicurazioni. This operation coincides with the fiftieth anniversary of the foundation; therefore the new logo was conceived which consists of two words, Unipol and Sai with the initials of the initials in capital letters, to emphasize the union between the two insurance groups. The brand identity, again entrusted to the InTesta agency in Turin, takes up the one adopted for the companies of the Unipol Group: linearity of the stroke, strength of color and shade of light. UnipolSai will operate on the market through a divisional structure and, therefore, on the main communication tools each divisional logo will live alongside UnipolSai, connected by a subtle graphic element, to underline in turn the union with the insurance company to which it belongs.