St Paul buys back its umbrella
US property and casualty insurer St Paul Travelers hopes to reinvigorate its brand image with a new name and a reunion with an old trademark.
The company has moved to buy back its well-known red umbrella symbol, something CEO Jay Fishman says will boost its strength in the market.
“The red umbrella is one of the great American business icons,” he said. “It’s a familiar representation of protection and insurance that is in sync with our customers’ ever-changing needs.”
The symbol, first used in 1870, has been in the hands of Citigroup in recent years. However, that company is seeking a new global direction and will sell the rights.
The company has moved to buy back its well-known red umbrella symbol, something CEO Jay Fishman says will boost its strength in the market.
“The red umbrella is one of the great American business icons,” he said. “It’s a familiar representation of protection and insurance that is in sync with our customers’ ever-changing needs.”
The symbol, first used in 1870, has been in the hands of Citigroup in recent years. However, that company is seeking a new global direction and will sell the rights.