Condensing its name to Citi and jettisoning the umbrella for simply a red arc, Citigroup is again migrating its brand. The St. Paul Travelers Company, Inc. will purchase the umbrella mark (for an undisclosed suitcase of cash, of course). There is a great deal of equity still living in that mark. Citi (nee Citigroup) has done a respectable job of shifting its brand over the years. These moves take time – particularly for the market and consumer to catch up – and require firm hands at the wheel. The messaging talks about serving clients with “one Citi.” I’ve heard worse.