The Citibank logo started as a sketch on a napkin. This is one of my favourite logos and brand creations. In 1998, the financial world witnessed the historic merger of two titans, Citicorp and Travelers Group, forming Citigroup. This merger, valued at $140 billion, created a global financial powerhouse with assets exceeding $700 billion at the time. The consumer division of this conglomerate, Citibank, became one of the most recognizable financial brands worldwide. However, the newly-formed entity needed a unified brand identity that reflected its diverse services and global stature. Enter Paula Scher and Pentagram, the iconic design firm that delivered one of the most significant branding achievements in corporate history.
Paula Scher and Pentagram: Redefining Branding
Paula Scher, a partner at Pentagram, is one of the most celebrated graphic designers in the world. Known for her ability to distill complex brand challenges into simple, elegant solutions, Scher has been a trailblazer in the field for decades. Pentagram, her New York-based design agency, is synonymous with groundbreaking designs that balance creativity with strategic thinking. With a portfolio spanning industries and geographies, Pentagram was the natural choice for Citibank’s branding overhaul.
The significance of Pentagram and Scher’s involvement cannot be overstated. Pentagram has long been at the forefront of design innovation, crafting timeless visual identities for organizations across the globe. From the Museum of Modern Art to multinational corporations, Pentagram’s work is a masterclass in balancing creativity with functionality. Paula Scher, in particular, brought decades of expertise to the Citibank project, ensuring the new logo would resonate with a global audience.
The Creation of the Citibank Logo
The story of the Citibank logo’s creation is legendary in design circles. During the initial meeting with Citibank’s leadership, Scher began to sketch on a napkin while listening to their requirements. In less than five minutes, she had drawn the essence of the now-iconic logo: the word “Citi” topped with a red arc, reminiscent of an umbrella. This arc cleverly referenced the Travelers Group’s red umbrella logo, symbolizing the merger’s legacy and the protection it offered to customers.

Scher’s simple napkin sketch was a masterstroke, but its brilliance belied the years of experience and deep understanding of branding that went into it. As Scher famously said, “It took me a few seconds to draw it, but it took me 34 years to learn how to do that in a few seconds.”
Beyond the Sketch: Implementation Challenges
While the sketch was quick, the journey to finalize the logo was anything but. The process involved:
Endless Meetings
Numerous stakeholders had to approve the design, each bringing their own perspective and feedback.
Revisions and Refinements
Hundreds of iterations ensured the logo’s scalability and alignment with Citibank’s objectives.
Persuasion
Convincing decision-makers across departments was a monumental task.
Scher’s observation, “The design of the logo is never really the hard part of the job. It’s persuading a million people to use it,” highlights the complexity of corporate branding projects. The Citibank logo’s success was not only a testament to Scher’s design acumen but also her ability to navigate corporate dynamics and ensure buy-in from all stakeholders.

The Citibank Logo: A Timeless Design
The Citibank logo is more than a visual identifier; it’s a symbol of trust, stability, and innovation. The red arc evokes protection and unity, while the clean typography reflects modernity and professionalism. This design has stood the test of time, seamlessly adapting to various mediums, from digital interfaces to physical branch signage.
The blue used in the logo ties back to Citicorp’s visual identity, while the red arc honors Travelers Group’s heritage. This careful balance between past and future made the logo an instant classic. Whether displayed on a mobile banking app or a billboard, the Citibank logo communicates reliability and forward-thinking—qualities essential for a financial institution.

Why the Citibank Logo Cost $1.5 Million
The logo design cost $1.5 million, a figure that often sparks debate. Critics argue that such a simple design couldn’t possibly justify the price tag. However, for a company of Citigroup’s scale, the investment was invaluable. The logo encapsulated the merger’s essence, resonated with global audiences, and became a cornerstone of Citibank’s branding for decades.
For businesses, branding is not just an expense—it’s an investment. The Citibank logo has helped build brand equity worth billions of dollars, making the $1.5 million price tag seem modest in comparison.

Why Experience Matters in Design
The Citibank logo’s creation underscores the importance of commissioning experienced designers. Amateur designers may lack the nuanced understanding of brand strategy, market dynamics, and client needs that seasoned professionals like Scher bring to the table. Effective logo design isn’t just about aesthetics; it requires:
Deep Market Understanding
Knowing the target audience and industry trends is critical for creating a resonant design.
Strategic Thinking
Aligning the design with business objectives ensures it serves its purpose effectively.
Execution Excellence
Ensuring scalability and consistency across applications is vital for a cohesive brand identity.
Scher’s ability to distill complex challenges into a simple, powerful logo exemplifies the value of experience. Her design solved not just a visual problem but also a strategic one, setting Citibank apart in a crowded market.
The Creative Process: More Than Just a Sketch
One of the most enduring myths about design is that it’s easy or quick. The Citibank logo’s story debunks this notion. While the initial concept came quickly, it was the result of decades of practice, deep knowledge, and an intuitive understanding of branding principles. The subsequent months of revisions and stakeholder management highlight the rigor involved in bringing a logo to life.
The creative process demands:
Research
Understanding the client’s business, competitors, and market.
Ideation
Generating multiple concepts and exploring different directions.
Iteration
Refining ideas based on feedback and testing their effectiveness.
Execution
Finalizing the design and ensuring its usability across platforms.
Lessons for Businesses
The Citibank logo story offers valuable lessons for businesses of all sizes:
Invest in Expertise
Quality design is a long-term investment that pays dividends in brand recognition and trust.
Trust the Process
Great design often looks simple, but it’s the result of years of expertise and hard work.
Collaborate with Professionals
Working with experienced designers ensures your brand identity is both creative and strategic.
Focus on the Big Picture
A logo is just one part of your brand, but it plays a critical role in shaping perceptions and building trust.
Why the Citibank Logo is Still Relevant
More than two decades after its creation, the Citibank logo remains a vital part of the brand’s identity. Its timeless design has adapted to changing technologies and customer expectations, proving the enduring value of great design. From its use in branch interiors to digital banking platforms, the logo continues to communicate Citibank’s core values of trust, innovation, and customer-centricity. It is one of the best brand creations there has ever been.
The Citibank logo’s journey from a napkin sketch to a global symbol is a testament to the power of design and the value of experience. Paula Scher and Pentagram didn’t just create a logo; they crafted a brand identity that continues to resonate with millions of customers worldwide.
In a world where branding can make or break a business, the Citibank logo stands as a shining example of why investing in experienced designers is not just worthwhile but essential. Whether you’re a startup or a multinational corporation, the right design can elevate your brand and ensure its place in the hearts and minds of your audience.
By choosing experienced professionals like Paula Scher, Citibank demonstrated the transformative power of great design. The $1.5 million napkin sketch wasn’t just a logo—it was a vision for the future of Citibank. Let it serve as a reminder that true expertise is priceless, and the best investments in branding are those that stand the test of time.