Charles Schwab is an international financial company with the third position in the world in terms of assets (only ahead of BlackRock and Vanguard). It appeared in 1971 on the initiative of a businessman, investor, and financier Charles Schwab, who gave the bank its name. Its place foundation in San Francisco, California, and the headquarters are located in Westlake, Texas. This institution specializes in banking and brokerage operations. It is also known for its electronic trading platforms.
Meaning and History
A financial institution’s career started in 1963 when Charles R. Schwab began publishing the Investment Indicator newsletter. And only in April 1971, the First Commander Corporation appeared, registered in California and owned by the industry giant Commander Industries. The company was created to provide brokerage services and newsletter distribution.
At the end of the same year, a group of four, led by the founder, bought up all the new owner’s shares, so the corporation, along with the brokerage service, passed to them. In 1973 they renamed it Charles Schwab & Co., Inc., and in 1975, Schwab established its stock brokerage firm.
The founder had to fight a lot for his own company since many were interested in her successful career. The brokerage service has been bought and sold many times, changing owners frequently but always staying afloat, maintaining a visual identity. The company has repeatedly acquired and absorbed various specialized structures but has preserved the primary sign of visual identification. Therefore, there are only two logos in its history.
1971 – 2001
The first emblem was as simple as possible and consisted of the founder of the banking and brokerage organization’s name and surname. Black letters on a white background made her austere, practical, and businesslike, demonstrating her focus on basic activities. The inscription was in bold and was placed on one line. It consisted of lowercase and uppercase letters. The signs were classic – printed, even, with serifs and angles on top of the tall elements.
Coincidentally, after paying a $ 10 million fine for violating banking secrecy by the newly acquired subsidiary of the US Trust, Charles Schwab decided to change its image immediately. By that time, the official website redesign had already been completed, so the management proceeded to redesign the logo. They wanted to see her modern. For this, the developers used the blue color of the neon spectrum. They made a square background and placed the company name on two lines. The upper one is executed in thin italic letters, the lower one – in capital block letters.
In 2001, another version of the logo appeared – a one-line one. It consists of the same text as the previous emblem, only without the blue background and two-row layout. The phrase is written in one line and contains two types of font. This black and gray version is used as a sign in front of bank offices and local branches and used for advertising purposes.
Font and Colors of the Emblem
Before starting the new millennium, Charles Schwab used a minimalistic logo with nothing but the owner’s first name and surname. This is how the company’s management emphasized the seriousness of its activities. But then everything changed dramatically, and the financial organization had a radically different concept. In 1998, she hired Razorfish to redesign the site. And then she proceeded to the rest of the identity – the sign and the emblem. As a result, the symbols have become more modern and easier to understand.
The upper part of the text in the current logo is written in Elegant Garamond lowercase italics. This is a traditional serif typeface designed by Claude Garamond. The bottom line is in the Minion Regular uppercase font by Robert Slimbach. Previously, the emblem contained a name and surname, designed in the Concept Medium Condensed style with some changes.
The palette is monochrome and always consisted of two colors: in the debut logo – black and white, in the current one – neon blue (shade # 019cdc) and white. There is also another option available, consisting of gray # 999999 and black.