Famous designer Paula Scher is inspiring. She confidently put 20 years worth of brand identity experience into a napkin sketch that solved Citigroup's problem.
In 1998 the largest financial services firm in the world came into existence with the merger of Goliaths of the industry Citicorp and Travellers Group, with a valuation of $140bn and assets under management of $700bn. This was Citigroup, with the consumer division known as Citibank.
With the merger came the need for a new brand for the combined entity, that encapsulated the diverse range of financial products the company now provided. They hired Paula Scher and her innovative NYC design agency Pentagram.
