The inside scoop about the Logo Design Business.
The newly re-branded Citibank logo was unveiled on February 13, 2007. The launch event, which was notably quiet, featured the announcement of the sale of the umbrella logo, and the creation of the new modified signature system. This change was an endeavor to merge the group’s various companies into one unified ‘Citi’. The change took place primarily due to the transformation of Citibank from “Citigroup” to “Citi”. This transformation was made in 1999; however, the emendation of the brand logo was put off, as the CEO of the Citibank Corporation, Charles Prince, was waiting to eliminate the umbrella from the iconic logo; by selling it back to the St. Paul Travelers Companies. This transaction was eventually made and the amount generated was apparently used to pay for the new “Citi” re-branding.
Landor, the world renowned strategic brand consulting and design company, successfully won the chance to execute this assignment. And the team, handling the project, was headed by Pete Harleman.
The formal name was changed from “Citigroup” to just “Citi” in every respect. “Citigroup” is nevertheless still the corporation’s legal name. The word “Citi” was added to all unit names apart from the Mexican Banamex and the distant unit Primerica. This change is best described as a brand consolidation rather than a re-branding effort as it affects internal agents far more than the external ones.
Hence, the retail bank’s blue-red “Citi” will be applied to unit signatures, but with gray/ silver letterforms. The change hasn’t been responded to with too much enthusiasm. According to some, the previous logo featuring the “Citibank” word mark and compass rose, generated far more impact and is felt to be more confident in depicting a bold visual presence and stature.
Nevertheless, the “Citi” prevails and as agreed by all, has managed to encompass all the units and creates a sense of unity which was previously amiss. Without the umbrella logo, the brand is portrayed positively with a more formal and reserved personality and the gray/silver express the distinction wonderfully.
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