Citibank Marks Centennial in Asia

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Last updated at: (Beijing Time) Monday, January 21, 2002

Citibank Marks Centennial in Asia

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Global banking giant Citibank unveiled its new brand look Monday in Hong Kong, marking the 100th year of operation in Asia. The Chinese name of Citibank in Hong Kong and Singapore will change from "Wan Guo Bao Tong" to "Hua Qi" to create a single Chinese branding around the world.

In the new logo, the blue wave of the signature "Citibank" remains, but the compass rose has been replaced with a red arc to reflect the broader product range that Citibank now offers individuals and companies as a Citigroup brand.

The new logo is Citibank's sixth brand look during its 100 year tenure in Asia Pacific. The Citibank brand has been valued at 19 billion U.S. dollars by international branding consultancy, Interbrand. This puts it along side global brands like Microsoft and Coca Cola.

Citibank first opened branches in Asia in 1902 in Hong Kong, the Chinese mainland, the Philippines, Singapore, Japan and India through its predecessor, the International Banking Corporation.

An opinion survey by Time Inc in October 2001 ranked Citibank ahead of all banking, finance and insurance companies in Asia in reliability, innovation and in having high quality products and service. There are now 10 million accounts with Citibank in Asia.

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