It decides to drop "group" from its name and sell its red umbrella logo back to Travelers.

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In research, the red umbrella still resonated more with the legacy insurance operations, which Citi has long-since shed.

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Fishman bought back the red umbrella logo and in 2009 Travelers replaced Citi in the Dow Jones industrial average.

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Corporate and investment bankers from Salomon Smith Barney continued to use the red umbrella after the 1998 merger of Travelers and Citicorp.

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Even more significantly for its public image, Citigroup was careful to retain its identifying brand image of the red umbrella, which came in the original acquisition of Travelers in 1998.

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Citigroup (nyse: C - news - people ), which epitomized the diversification trend by combining insurance underwriting, securities, retail brokerage, consumer banking and asset management under one red umbrella in 1998 moved earlier this year to shed its life and annuity business.

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The priestess glowers under a red silk umbrella.

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