Branding and the Umbrella

So what if Citigroup ditches the red Travelers umbrella? Citigroup is not sure it will keep even the red eyebrow version of the umbrella that graces the Citibank blue logo.

"Our branding initiative is an ongoing process and we don't expect to see an outcome for months," says a Citigroup spokesperson quoted in the Hartford Courant's story:

http://www.courant.com/business/hc-umbrella0621.artjun21,0,4035762.story?coll=hc-headlines-business

IMHO, who needs the red umbrella? Citibank's blue logo is distinctive enough to be recognized on its own--the umbrella is just another doodad. Let the umbrella go--and don't spend years and millions of dollars agonizing over a new doodad.