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FEB 2007

Citigroup Sells Red Umbrella Logo to St. Paul†

Citigroup got rid of its well-used red umbrella, but is hanging onto its red arch.

Wall Street Journal, February 14, 2007 — As part of a world-wide rebranding effort by the big bank, Citigroup Inc. reached a deal to sell the iconic umbrella logo to St. Paul Travelers Cos. — reuniting it with Travelers, which has been identified with the umbrella since the late 1800s. St. Paul, which bought the Travelers property-and-casualty business — minus the distinctive logo — for $16.4 billion in 2004, said it plans to rename itself Travelers Cos., switch its ticker symbol to TRV from STA and once again use the umbrella to market products around the globe.

Category: Brand Strategy
Tags: Citigroup, Logo, Naming, Repositioning

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