In 2017, Groupe Bénéteau started the process of updating its identity, signifying a new phase in its development. This new identity is designed to be a more effective representation of the group and its values : passion, innovation and a spirit of conquest.

Without abandoning its understated appearance and unifying purpose, the new identity will also allow the group to communicate in a strong and contemporary way, through all media.

The Groupe Bénéteau signature now features a monogram, the "B" of the founder, which acts as the cornerstone of the logo. It is set against a stylized flag featuring three open lines to add movement.

The graphics of the name have been made slightly taller and slimmer to create more height.

As the "B" acts as both the monogram and symbol of the group, it is now decorated with a discreet "fin" to make it more unique. This typical serif also gives the letter a more dynamic feel.

The square grey background of the original logo has been tilted and is now a stylized blue flag, which was given a sense of movement by the three open lines across its width. The blue color replaces the highly institutional feel of the grey, making it more human and giving the name a more welcoming look, a reflection of the group's will to communication more.

As the "B" acts as both the monogram and symbol of the group, it is now decorated with a discreet "fin" to make it more unique.

This typical serif also gives the letter a more dynamic feel.

The square grey background of the original logo has been tilted and is now a stylized blue flag, which was given a sense of movement by the three open lines across its width. The blue color replaces the highly institutional feel of the grey, making it more human and giving the name a more welcoming look, a reflection of the group's will to communication more.

The Racing Division is the race boat building arm of the group. The name of the division has been placed under the logo, in the colors of the group's boat, the Figaro Bénéteau 3.