新聞：（2007年02月15日工商時報-花旗重塑品牌賣掉紅傘標誌）全球金融巨擘花旗集團(Citigroup)週二證實華爾街的傳言，證實其企業識別體系改造工程，將拿掉其招牌紅傘標誌，而把所有業務統一於一個新的標幟下，即是在公司名稱「Citi」的上方設置一個紅色拱形標幟。至於花旗已使用上百年的紅傘，將被賣給先前用過這個標誌的保險業者聖保羅旅行者公司[1]。
評析：
關於花旗集團企業形重整動作，可參考花旗所發佈新聞稿，如參考資料[2]所示。
花旗集團近期股價走勢與基本介紹可參考Google Finance整理，如表一所示。花旗集團新舊商標，可仿造【Intel換上新車牌，再上路！】介紹，進入美國專利與商標局（http://www.uspto.gov）查詢，結果彙整如圖一。新商標申請日為2006年12月7日，應用範圍包括IC 036與IC 037類別，其中新商標應用範圍整理如表二。
根據新聞指出，調整後之花旗集團與旗下相關企業，包括花旗銀行（Citibank）、花旗美邦（Citi Smith Barney）與花旗私人銀行（Citi Private Bank）等，將以citi為主商標，其中調整前（現在）與調整後（未來）各公司識別logo如圖二整理。
至於花旗已使用上百年的紅傘，花旗集團已決定賣給先前用過這個標誌的保險業者聖保羅旅行者公司（The St. Paul Travelers Companies, Inc），其中聖保羅2004年收購花旗的旅行者保險部門（Travelers），但是當時並未取得原屬旅行者的紅傘商標。關於聖保羅旅行者公司最近股價與基本介紹如表三介紹。
最後，一般認為，新商標的改造與提出，可當成花旗集團從2005年10月進行企業識別整合工程的初步成果。當然後續工作，就要看看集團董事長兼執行長（CEO）普林斯（Charles Prince）如何在此新紅圓弧下，帶領花旗集團塑造新品牌形象，同時走出新康莊大道了！(1007字 ; 圖1 ; 表3)
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表一 、 花旗集團股價走勢與基本介紹
Citigroup Inc.(Public, NYSE:C)
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| Citigroup Inc. (Citigroup) is a diversified global financial services holding company whose businesses provide a range of financial services to consumer and corporate customers. The Company is a bank holding company. Its activities include underwriting and dealing in securities, insurance underwriting and brokerage, and making temporary investments in non-financial companies. The segments include Global Consumer Group, Corporate and Investment Banking (CIB), Global Wealth Management and Alternative Investments (AI). On March 31, 2005, Citigroup completed its acquisition of First American Bank in Texas. On August 1, 2005, Citigroup merged its two intermediate bank holding companies, Citigroup Holdings Company and Citicorp, into Citigroup Inc. During the year ended December 31, 2005, the Company shifted its business mix more towards the distribution of financial services. In February 2007, the Company acquired the Affordable Housing Debt Business of Capmark Financial Group Inc. |
| Source: Google Finance, STPI, 2007/02 |
| 表二、花旗集團新商標應用範圍 IC 036與IC 041說明 |
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類別 |
應用範圍 |
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IC 036. |
Financial sponsorship of film performances and dance, theater, music and performing arts productions |
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IC 041. |
Entertainment services, namely, organizing, conducting and presenting performing arts productions; providing theatre facilities for the performing arts; and educational services, namely, conducting classes and programs in the fields of theatres, dance, music and performing arts |
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Source: STPI, 2007/02 |
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表三、聖保羅旅行者股價走勢與基本介紹 |
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The St. Paul Travelers Companies, Inc.(Public, NYSE:STA) |
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The St. Paul Travelers Companies, Inc. is a holding company principally engaged, through its subsidiaries, in providing commercial and personal property and casualty insurance products and services to businesses, government units, associations and individuals. The Company's property-liability insurance operations underwrite insurance and provide insurance-related products and services to commercial and professional customers throughout the United States and in selected international markets. The Company's business is comprised of three segments: commercial, specialty, personal and related services. In March 2004, the Company was merged with Travelers Property Casualty Corp. (TPC), a property casualty insurance holding company. In August 2005, the Company completed its divestiture of Nuveen Investments, Inc., its asset management subsidiary acquired in the merger. |
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Source: Google Finance, STPI, 2007/02 |
| 圖一、花旗集團新舊商標比較 |
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參考資料：
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