You are here:HomeNews CenterInsurance News2007St. Paul Travelers to Change Name and Reacquire Red Umbrella Logo From Citigroup

St. Paul Travelers to Change Name and Reacquire Red Umbrella Logo From Citigroup

The St. Paul Travelers Companies, Inc. has announced that it has signed a definitive agreement to reacquire the familiar red umbrella trademark, a highly recognizable...
February 21, 2007

The St. Paul Travelers Companies, Inc. has announced that it has signed a definitive agreement to reacquire the familiar red umbrella trademark, a highly recognizable symbol that had represented Travelers and insurance protection for decades. After the closing of the transaction, the company will change its name to The Travelers Companies, Inc. and will begin trading on the New York Stock Exchange under the new stock symbol "TRV." The transaction is subject to customary regulatory approvals.

The umbrella is believed to have first appeared as an illustration of insurance protection in a Travelers ad in 1870, and, as the red umbrella, became the official company trademark in 1959. The red umbrella became increasingly synonymous with Travelers insurance protection and innovation over the decades. A decision by Citigroup to pursue a unified global brand identity allowed Travelers to regain the familiar insurance industry icon, which continues to be most closely identified with Travelers.

"The red umbrella is one of the great American business icons. It's a familiar representation of protection and insurance that is in-synch with our customers' ever-changing needs," said Chairman and Chief Executive Officer Jay Fishman. "Bringing back the umbrella and changing the company name will further advance the highly regarded Travelers brand."

St. Paul Travelers to Change Company Name to Travelers, Bring Back Iconic Umbrella (Insurance Journal, 2/13/07)

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