It was designed by Serge Kampf himself. At 1st the young entrepreneur hired a small agency to put forward some suggestions. They came up with 3 ideas ; a bee (symbolizing, fruitful work) ; a toothed wheel meant to represent a magnetic tape drive ; and an ace of clubs , symbolizing good luck and happiness.
However Serge Kampf rejected these ideas and adopted another ace – the ace of spades –because it is the highest value card in bridge (a game he played a lot when he was a student). But he chose a deformed ace of spades with a crushed base and therefore original enough to be noticed.
The choice of colors was equally unexpected. Serge Kampf came across a long article explaining the meaning of the colors chosen by ELF’s logo (A French oil giant) – blue (stability) and red (dynamism) - and revealing ELF had shelled out 50 million Francs at the time for its design guidelines. Without hesitation Serge Kampf chose ELF’s colors for Sogeti’s logo. “At least we’ve saved 50 million,” He explained with glee to his entourage.
In September 1996, Cap Gemini gave itself a new logo with two shades of blue the original turquoise symbolizing information technology and navy blue for management consulting. In April 2004, following a commitment no longer use the Ernest & Young name, the Group changed its name and graphic identity once again, but the same two shades of blue are still found in the new Capgemini (one word) logo.
