Citigroup has rebranded itself as Citi, launching a global corporate brand identity and advertising campaign in the process.
The campaign will be conducted around the world and will include a theme titled "Let's Get it Done". The rebranding will use a red arc as its symbol.
"We are passionate about making a positive difference in the lives and futures of millions of people, organisations and communities around the world, and we wanted our corporate brand advertising to demonstrate our commitment to that," Citi chair and chief executive Charles Prince said.
The name Citi will apply to all of the company's businesses, including wealth management, investment research and investment banking.
The credit card business Diners Club will retain its name.
