citi.com
Brand DNA
Brand DNA · settled
citi.com
citi.com
Brand DNA
Will never use
Words rejected across all generated content.
riskyunstableinsecuresketchyunreliableshadyvolatilefragilecheapunsafe
Voice dials
Formality8/10
Humor1/10
Warmth6/10
Global financial services
Citi positions itself as a leading global financial institution offering comprehensive banking, credit, lending, and investment solutions for personal and commercial clients. The brand emphasizes security, reliability, and access to diverse financial products for mainstream and affluent customers.
Brand Voice
trustworthy
established
knowledgeable
formal
solution-oriented
accessible
Professional, authoritative, reassuring
Visual Themes
professional
modern
trustworthy
corporate
clean
Voice Guidelines
Use These
“Manage your finances with confidence”
“Comprehensive banking solutions for your needs”
“Unlock financial opportunities”
“Banking built for you”
“Secure, reliable financial services”
Avoid These
“disrupting finance”
“crypto-ready”
“millennial vibes”
“get rich quick”
“underground banking”
Product Positioning
Categories
credit cards
banking
mortgages
personal loans
investment services
Price Range
$0–$0(avg: $0)
Brand Colors
Fonts
Citi Sans