Logo Design Blog » corporate branding http://www.logoblog.org/wordpress Logo Design News & Tips Mon, 11 Jul 2011 06:26:00 +0000 en hourly 1 http://wordpress.org/?v=3.0 Citi Group Caught In The Rain Without An Umbrella: Changes In a Logo and Company http://www.logoblog.org/wordpress/citi-group-caught-in-the-rain-without-an-umbrella-changes-in-a-logo-and-company/ http://www.logoblog.org/wordpress/citi-group-caught-in-the-rain-without-an-umbrella-changes-in-a-logo-and-company/#comments Fri, 13 Feb 2009 18:56:55 +0000 Nora Reed http://www.logoblog.org/wordpress/?p=511 The very well known financial company, Citi Group has decided to turn in their classic umbrella Citi Group logo and change over to a simple colored arch over their name. The classic red umbrella has been sold to Travelers, the insurance company who had already been using the logo. Citi group finalized the sale recently, with an upbeat attitude about their growth and change. Citi Group still has a large steel structure, resembling its former logo, outside of New York’s investment bank. The structure was not a part of the deal with Traveler’s, however Travelers is hoping it will sent over. The deal was not a mere simple transaction, considering that its monetary value was in the millions, but both companies are satisfied that it is finally going through. It is claimed that the changeover has been an ongoing 15 month process, but it is questionable as to whether or not this is a direct result of the recession. We certainly know there might be a logo recession! The company is not saying anything about that; however it seems easy today to blame almost everything on our economic crisis.

Citi feels that their company has progressed and the umbrella just doesn’t fit them anymore. Their representatives think that an umbrella relates more to insurance than banking;

After mocking the company’s logo in Logo Blog’s recent post about logo changes during the time of a recession, it is an ironic twist how the announcement is made public to change their corporate image right after. The situation draws up questions on how the economic decline has affected logo designs. It may be better to change a company’s brand identity to bring about the idea of newness and change, which is something our new president promises and something Americans all hope for.

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