This work caught my attention because of it’s origin story. Having to work with two major companies and uniting them is no small job. Both companies have to be represented in where the other is not excluded. The creativeness of this logo represents them both. It is also expressive if you know the back story in which Travelers had an umbrella logo. The new Citi logo has a more sleek design to the umbrella, which speaks to me and intrigued me. They sans serif typeface used is very sleek which gives them that edge that stands out. It’s effective to it’s target audience because this is a bank, and the sans serif has a sense of professionalism to it.