The Citibank division rebranded as Citi in 1999, and since then the umbrella has been simplified to a red arc. The citi logo was designed by Paula Scher's team at Pentagram. Travelers bought back the umbrella as it spun off in 2002. CitiGroup's goal was to better integrate the group's diverse parts, after years of acquisition, into a more unified whole : "Our unified brand represents the promise to serve our clients as one company, as one Citi."

Landor won the competition for this coveted assignment in November 2005. Landor apply the retail bank's blue-red "Citi" mark to almost all unit signatures, but with gray ("silver") letterforms.