Following up Ryan Grim's report from Congress last week that AIG chief Edward Liddy was looking to change the company's "thoroughly wounded and disgraced" name, it appears as though words are being put into action.
The massive insurance operation will henceforth be known as AIU Holdings, Ltd., a process that began this past weekend with the removal of the large, front-end AIG sign from the its Manhattan office.
The signage is outside the company's Water Street offices, around the corner from AIG's Pine Street headquarters, which has long only been marked by an understated brass plaque inscribed "American International Building."
AIG has said it may sell the headquarter building, as part of its drive to raise funds to repay its debt to the U.S. government.
Have a better, more creative name for AIG? Leave it in the comments section.