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Bloomberg: CitiGroup to sell umbrella logo St Paul Travelers.
The biggest U.S. bank plans to sell its red umbrella trademark to St. Paul Travelers Cos. and operate under the “Citi” name after failing to get most consumers to think of anything except insurance when they saw the 137-year-old symbol. The deal, announced in separate statements, reunites the Travelers name with a logo that consumers still associate with the insurer and the slogan, “You’re better off under the umbrella.”