Corporate values

Four cohesive 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.

• Responsiveness
  Swiftly assessing situations and developments and identifying opportunities and threats.
  Making decisions and taking effective action.
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• Creativity
  Promoting initiative and new ideas.
  Rewarding people for their creativity.
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• Commitment
  Devoting best efforts to customer service and team success.
  Maintaining the highest standards of behaviour.
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• Ambition
  Developing an appetite for challenge and leadership.
  Working as a team to win a contest in which the client is judge.

A valuable brand
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.