Citigroup to Become Just “Citi”?
By Justin McHenry
The New York Times is reporting today that Citigroup will likely rebrand its entire operations under the Citi name. While this may not seem earth-shattering, Citigroup has been using differing names and logos for different parts of its business, and CEO Charles Prince believes consolidating the brand under a single name will provide more cohesion. In all likelihood, the red umbrella of Citigroup will disappear in favor of the Citi name under a red arc, as is currently used for the Citi credit card division and other parts of the banking giant.
According to today’s article, the rebranding may signal a shift from the years of growth through acquisitions to a period of internal growth.