Wells Fargo

A symbol of renewal

Reinvigorating a global financial institution

Challenge

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.

Insight

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.

Answer

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.

The evolved stagecoach is a modern icon designed to live in today’s world—it’s dynamic, innovative and fluid, and can be easily adapted for different visual contexts. As people interact in person and on screen, the brand can flex accordingly.
Each element of the symbol – from the driver to the horses – tells a story of supporting customer progress. Paired with the brand’s other iconic elements – including a refreshed red and yellow, digital-first logotype, custom typeface, and a fresh brand voice -- the symbol anchors a master identity system that modulates easily for customer segment or business need.

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 (Former)

Validation testing of the new symbol confirmed that both customers and employees see the updated stagecoach as significantly more modern and dynamic, and reflects a more innovative company changing for the better. With these research findings, our client could confidently make a fact-based decision to refresh their brand.
The refreshed brand has become a long-term ingredient to Wells Fargo’s success. It’s reigniting 265,000 team members, inspiring them to deliver a more seamless and personal experience for customers.

Results

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 & Brand Strategy, Enterprise (Former)

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