Citi

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Brand information:

Website	Citi
Designer	Paula Scher
Agency	Pentagram
Country	United States
Industry	Banking and Finance
Year	1998

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The Citi logo features red and blue colors:

This is a color scheme of Citi. You can copy each of the NO SUBTITLE logo colors by clicking on a button with the color HEX code above.

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History of the Citi Group logo

(from pentagram.com and medium.com)

In Spring of 1998, Citi announced a merger with Travelers Insurance. At the time, it was the largest merger in the world and the brands needed to be unified to reflect that.

After a brief negotiation the budget for the brand overhaul was pegged at almost $10m, with the design of the logo itself making up $1.5m of that. Now $1.5m for a logo might sound like a lot of money. And it is. But the reality is that for a company as large as Citi the value of the logo more than justifies the cost.

Before the Pentragram team could get to work they met with Citibank leadership to discuss their challenges and what they were hoping to get out of the engagement. As she listened Paula started to idly doodle on a napkin.

“This is your logo.”

And that was it. Citibank had the crux of what was to become their new branding. All in less than 5 minutes yet still for $1.5m.

What she saw was the “t”. The “t” is not only the first letter in “Travelers”, but it also bears a serendipitous resemblance to an umbrella handle. Add an arc above the “t”, and you’ve got an incredibly elegant solution to bringing two brands together.

A visual language and colors and materials palette were developed to represent the new brand. The shade of blue that defined Citicorp’s visual identity was incorporated from the outset in the form of a blue brand wall, an arresting expression of the brand that is now a key feature of Citibank branches worldwide. The distinguishing elements of Citibank branch interiors include the blue brand wall, located behind the teller line, and open consultancy desks with lifestyle banners and translucent privacy screens.

A secondary color palette was also developed to be used for accent colors in customer waiting areas. These colors are also employed in merchandising content and are complemented by the lifestyle banner photography that hangs in the public spaces of the branches.

In conjunction with the branch interiors, new fascias were also introduced, first in Europe then Asia and America. The new fascia signage system employs a curved light box that echoes the arc of the Citi logo. They were designed to work on a variety of building types, including landmarked buildings.

Citibank interiors have two division, Citibank “Blue” environments and the more luxurious “affluent customer” environments for CitiGold. Part of the all–encompassing design program for Citibank included the brand identity and interiors for both the Blue environments and those for CitiGold.

While ensuring that the CitiGold “affluent customer” environments are consistent with the brand’s core values, the palette employed clearly distinguishes the division as exclusive and alludes to notions of contemporary luxury. The colors are understated with clean, elegant lines, warm wood paneling, frosted glass partitioning and generous furnishings throughout. Flat–screen TV’s give customers the opportunity to relax and private on–line banking terminals are available for their convenience. Backlit floating walls of a warm–toned wood are positioned in front of cream–colored walls that provide the spaces with a sense of detail and luxury. The counters and tables are rounded for a softer feel that suggests friendliness and accessibility.

As in the Blue environments, the Citigold environments feature the Citi logo behind the main customer service desk, although the sales messages that appear in the Blue environments are replaced by artwork that focuses the space more on client relationships that merchandising. The artwork consists of modern, black and white photographs taken by well–known art photographers whose work is exhibited in galleries and museums all over the world. Individual branches can select photographs from a portfolio of work specially commissioned from these artists such as the American Leo Rubinfien.