Experience

A Merger and a Need for a New Identity

In 1998, Citicorp and The Travelers Group merged, creating a massive financial entity. Citigroup would be a unified brand that needed a new identity to represent both companies.


A Logo Created in Seconds


Paula Scher was hired to create the new logo. During the first meeting, Scher sketched her concept on a napkin in seconds, combining elements from both brands.

She took the red umbrella from Travelers Group and used the lowercase ‘t’ in “Citi” to form the handle, creating a simple yet powerful symbol.

The Speed of the Design led to Skepticism

Scher responded that it took “seconds done in 34 years,” highlighting that the quick sketch was a culmination of her extensive experience and mastery of her craft.

She was paid $1.5 million for her design.

Nike

Carolyn Davidson, a graphic designer who created the Nike Swoosh in 1971, was initially paid $35 for creating the logo. Perhaps the most iconic logo of all time.

The point being, do not undervalue any of your talents.

Also, do not underestimate the value that an experienced financial advisor can add to your decision making processes.

Happy Holidays.

-Zac