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JAN 2007

Just ‘Citi’ as the Brand, and a Folded Umbrella

New York Times, January 15, 2007 — Citigroup, the global banking giant, is shrinking — but only its name. Executives are prepared to rebrand the company "Citi" and to fold up its familiar red umbrella and instead use a logo with a stylized arc above the name.

Category: Brand Strategy
Tags: Citigroup, Naming

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