Another chapter in the long story of corporate rebranding: a couple of weeks ago the Travelers insurance company regained its iconic red umbrella logo after its former parent Citigroup decided to stop using it and sell it back. How did Travelers lose it in the first place? Here’s a nifty diagram I put together, starting with the 1998 merger of Citicorp and Travelers Group to form Citigroup:

By the way, if you haven’t noticed before, you can see where Citi’s red arc logo comes from. The red arc with the “t” kinda looks like an umbrella…

1. 1. China Airlines: Taiwan
   2. Air China
2. 1. China National Petroleum Corporation
   2. Chinese Petroleum Corporation: Taiwan (now called CPC Corporation, Taiwan)
3. 1. China Post
   2. Chunghwa Post (chunghwa means “Chinese”): Taiwan (now called Taiwan Post)
4. 1. China State Shipbuilding Corporation
   2. China Shipbuilding Corporation: Taiwan (now called CSBC Corporation, Taiwan)
5. 1. Central Bank of China: Taiwan (now called the Central Bank of the Republic of China)
   2. People’s Bank of China