When two businesses merge, two major branding questions need to be answered: what will we be called and how will we be recognized?
Many companies opt for one name or the other, but in some cases a combination of the two is chosen. For example, in 2004 when Chase Manhattan acquired J.P. Morgan & Co.. the two company’s names were combined to form J.P. Morgan Chase. The new company retained the Manhattan Chase logo because of its equity and recognition. The logo was created by Chermayeff & Geismar in 1960, and is now recognized in 60 countries.
Recognition is key in a successful merger, and when the new company retains the more recognizable name or logo, the goal is to notify consumers of the change. Citigroup Inc. and Travelers Group came together in 1998. They took the name Citigroup, but the logo was an interesting combination. Lowercase letters make up the word Citi while a red arch sits above the letter “t”. It is an interpretation of Travelers Group’s red umbrella logo. The arch forms the protective shell, while the “t” represents an umbrella handle, giving more meaning behind the use of lowercase letters. 
In a merger, it is always important to take into account recognition and core values of both companies. If you need help creating a new brand identity, contact us! We help many companies merge brands and messaging.