Executives at Citigroup 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.
The brand makeover comes out of the playbook of other big companies. Apple Computer, for example, recently shortened its name to Apple emphasize its broader ambitions for other technologies, like the new iPhone. Several years ago, Morgan Stanley ditched the suffix of Dean Witter, and Federal Express became just FedEx.
The new name and look, which follows a 14-month review of the bank’s brand, was presented to the Citigroup board last week, according to several executives close to the process. No final decision has been made and it could still undergo some minor changes. Read more (Herald Tribune).
Source: Brand Noise
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