A symbol of renewal
Reinvigorating a global financial institution
After undergoing radical internal transformation—including new leadership, new business models and a renewed focus on the customer—Wells Fargo needed to signal to the world that it was moving forward.
Born of the American dream more than 160 years ago, Wells Fargo could draw on its rich heritage of innovation and customer service to shape a more human-oriented brand for the future.
As Wells Fargo’s agency of record, we’ve created a comprehensive brand strategy to guide the brand’s ongoing visual and verbal transformation. Its most visible expression is a refreshed stagecoach symbol, which embodies the brand’s new vibrancy and conveys a sense of forward momentum to customers, team members and the American public.
Transformational change requires exceptional partnership. Siegel+Gale has been a great partner for years, never more so than through this brand refresh.
Jamie Moldafsky, Chief Marketing Officer
Siegel+Gale helped us both strategically and tactically on an enormous enterprise-scale program at a crucial moment in our company’s history. The result is a powerful signal of real change for team members, customers, and the American public.
Gary Korotzer, EVP Marketing and Brand Strategy