CITI

New leadership and a clarified vision saw Citi embark on a monumental transformation of its business, so we set out to shape a new identity inspired by its rich past and built for its ever-evolving future.
The new expression centers around Citi's timeless logo, meticulously crafted to retain its essence while signaling progress. Paired with a bespoke font duo, Citi Sans and Citi Serif, built for adaptability across diverse platforms and languages, the new identity is underpinned by a dynamic modular system inspired by the logo's rounded geometry, ensuring coherence and flexibility across the enterprise.
A revitalized Citi Blue, a renewed approach to art direction and illustration, and a lively motion system inject vibrancy and vitality into the consumer realm. Meanwhile, the expression can shift seamlessly for more sophisticated offerings and affluent audiences, leaning into the new identity's richer and more restrained qualities.