Missing the Red Umbrella?

Posted by Lisa Nichols Feb 17, 2007

St. Paul Travelers bought back their red umbrella logo from Citigroup in an effort to re-build their brand. I didn't realize it ever went away- and according to this article, neither did anyone else.Trying to upgrade a brand with new logos, upgraded fonts and the like is one of the biggest mistakes companies make today. People don't like change. Unless your logo was bad to begin with, stick with it for optimum customer recognition. If anything, an old-fashoned logo makes people nostalgic- and that's never a bad move when you're trying to get their business.

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