http://online.wsj.com/article/SB1171..._whats_news_us
Citigroup sells its umbrella trademark to St. Paul Travelers and unify its brands under the Citi name. St. Paul will change its name to Travelers.
Citigroup Inc. is folding up its famous red umbrella, which will return to its roots as an insurance logo.
Citigroup, unveiling a long-awaited rebranding initiative in which most business lines will be simply dubbed Citi, said Tuesday it is selling its iconic umbrella logo to St. Paul Travelers Cos. St. Paul, which bought Citigroup's Travelers insurance unit for about $16 billion in 2004 but didn't get the coveted logo, said it is changing its name to Travelers Cos. and will switch to a new ticker symbol, TRV.
Neither company disclosed terms of the transaction, which is subject to regulatory approvals ...