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New Logo and Stagecoach for Wells Fargo



Noted Jan. 30, 2019 by Armin

Industry / Finance Tags /


(Est. 1852) “Wells Fargo & Company is a diversified, community-based financial services company with $1.9 trillion in assets. Wells Fargo’s vision is to satisfy our customers’ financial needs and help them succeed financially. Founded in 1852 and headquartered in San Francisco, Wells Fargo provides banking, investment and mortgage products and services, as well as consumer and commercial finance, through 7,800 locations, more than 13,000 ATMs, the internet (wellsfargo.com) and mobile banking, and has offices in 37 countries and territories to support customers who conduct business in the global economy. With approximately 259,000 team members, Wells Fargo serves one in three households in the United States. Wells Fargo & Company was ranked No. 26 on Fortune’s 2018 rankings of America’s largest corporations.

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Related links

Wells Fargo e-mail notice to customers
Wells Fargo press release

Relevant quote
As part of the campaign, the company also will introduce a new visual identity, including an evolved logo, modern stagecoach, and digitally friendly colors and tone. For the first time in Wells Fargo’s 167-year history, the campaign prominently features Wells Fargo team members helping customers with their everyday financial needs.

Wells Fargo press release

Images (opinion after)
New Logo and Stagecoach for Wells Fargo
New Logo and Stagecoach for Wells Fargo
Before and after comparison.
New Logo and Stagecoach for Wells Fargo
Old stagecoach samples.
New Logo and Stagecoach for Wells Fargo
New stagecoach.
New Logo and Stagecoach for Wells Fargo
In black, which looks a lot better.
New Logo and Stagecoach for Wells Fargo
Lock-up with logo.
TV ad campaign.

In trying to crawl back from its hole, Wells Fargo is taking baby steps to shed some of its past without completely reinventing itself (which I would gander has been a consideration in their boardrooms). A revised logo drops the yellow and introduces a revised typography that’s fine for the most part… the “E” and “F” have been sadly modified to remove the slabs within, which yields some odd stubby crossbars. It’s fine, really, there is nothing horribly wrong about it other than maybe not looking any different at all. I know we are not supposed to commend Wells Fargo for anything but, damn, that’s a fine looking new stagecoach illustration. The highlight and shadow game is super strong and it’s beautifully detailed while still being surprisingly abstract. In red and black it looks great. The new ad is standard-issue “We are sorry, now look how hip we are to all people” fare, which is not bad but I don’t know how much it really helps build their reputation back up.

Thanks to Kristopher Jones for the tip.

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Logo Before & After
Stagecoach detail

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