The Wells Fargo logo bank is a haven in dangerous and unforeseen situations. The emblem shows that business is conducted transparently, laws are enforced, and helpful innovations are implemented to make life easier for customers.
Wells Fargo: Brand overview
Wells Fargo Bank Holding is named after its founders, Henry Wells and William Fargo. They laid its foundation by opening a postal and financial company in 1852, which merged with Norwest in 1998. This bank is the “parent” of many modern services. It was the first to install ATMs in supermarkets and stores and developed a universal customer service format. Wells Fargo also pioneered Internet banking in the US, allowing cardholders to remotely track the status of their accounts.
Meaning and History
The iconic horse-drawn stagecoach symbolizes Wells Fargo’s values, heritage, and image. It was first depicted on the black-and-white logo and continued to be used as a pictogram. It is an important part of the bank’s visual identity. It previously owned the largest mail carriage empire and was involved in express delivery and passenger transportation.
What is Wells Fargo?
Wells Fargo is a representative of the “big four” American banks and one of the systemically important financial institutions in the world.
1852 – 1960
Wells Fargo’s history and visual style began in 1852 when William G. Fargo and Henry Wells decided to help the people of San Francisco transport valuables safely. To do so, they created an innovative startup named in their honor. Over time, the company expanded its list of services, and steel vaults appeared, safely protected from robbers. However, the early period of the bank holding company’s history is most reflected in its logos.
1960 – 1962
At the dawn of the 1960s, the Wells Fargo emblem was white and oval, outlined twice in black. In the center was a detailed black-and-white image of a stagecoach. Around it was a ring of the letters “WELLS FARGO BANK” (top) and “AMERICAN TRUST COMPANY” (bottom) in thin, long serifs. The blurred ink caused the letters to jiggle slightly. To the right and left were written numbers that formed the year of the company’s founding: 1852. Stagecoach appeared on the logo not accidentally because customers trusted the financial company with their money and precious metals, especially gold. Trains, steamboats, and horse-drawn wagons carried treasure chests to various locations.
1962 – 19..
In 1962, the stagecoach became black and small. All inscriptions around it disappeared, and in place of the oval appeared a white rhombus with an unusual frame consisting of two solid black stripes and two fragments in the form of parallel lines. The company’s name appeared on a long, flat line at the bottom. It was written in capital letters with serifs.
before 1996
The holding company’s first emblem featured a Concord Coach stagecoach designed for rough roads. The damask and genuine leather interior, curved frame, and perfectly balanced wheels made this mode of transportation unique.
The logo is detailed: the artists even depicted silhouettes of people. These messengers calmly transported chests with treasures: checks, documents, money, and gold bars. They were not afraid of robbers, as they were well-armed. However, one scoundrel managed to rob Wells Fargo twenty-seven times.
Stagecoaches were used where railroads were not available. They crossed deserts, mountain passes, and quicksand and traveled the most difficult routes to prove the reliability of express delivery.
1996 – 2019
2008, the famous American company merged with another major US banking network, Wachovia. This led to a change in the logo, which in the new version became square. Inside the red rectangle, there was a word mark. The letters were yellow and capitalized. The long serifs gave the inscription a royal charm.
The stagecoach became an icon, a permanent symbol of Wells Fargo. It became more detailed and colorful. Artists paid attention to detail, making the drawing as realistic as possible. In the upper right corner was the bank’s motto: “Together we will go far.”
2019 – today
Wells Fargo has endured several scandals, been accused of fraud, and fined for numerous violations. To restore its shaken brand image, management launched an entire campaign under the slogan “This is Wells Fargo.” The rehabilitation attempt consisted of updating the logo and badge.
Advertising agency BBDO-San Francisco developed a concept that was supposed to help the bank get on the path of progress. The changes were minimal: the designers left everything on the main sign and repainted the lettering in yellow. The stagecoach is back to black and white, and the number of horses has been reduced to three.
Wells Fargo: Interesting Facts
Wells Fargo is a big bank that started long ago, around 1852, because of the California Gold Rush. It was made by two guys, Henry Wells and William G. Fargo.
- Start of Wells Fargo: It began to help people in California send letters and money back when finding gold was a big deal.
- Fast Mail Service: Before phones and the internet, people used the Pony Express, which involved horse riders delivering mail quickly across the country.
- Stagecoaches: Wells Fargo’s cool horse-drawn carriages became famous. They were used a lot for moving stuff and people around.
- Banking Firsts: This bank was one of the first to open in the West of the USA, and later, it started offering banking with computers and online.
- Tough Times: Even when many banks closed during the Great Depression in the 1930s, Wells Fargo continued to operate.
- Big and Worldwide: What started as a small service is now a huge company that operates worldwide.
- Joining with Norwest: In 1998, Wells Fargo combined with another company called Norwest and got even bigger.
- Museums: There are Wells Fargo museums where you can see old stagecoaches, gold, and cool stuff from the past.
- Growing More: In 2008, they bought another bank, Wachovia, which made them even bigger.
- Helping Communities: Wells Fargo also tries to do good things for people, like making houses affordable, helping small businesses, and working on a cleaner planet. They give a lot of money to help solve big problems.
Even though Wells Fargo is a bank, it’s also a big part of American history. It helped people move west, send letters before the internet, and participated in many firsts in banking.
Font and Colors
In 1852, the six-horse harness became the iconic Wells Fargo symbol. It reflects the bank’s history and is associated with postal services. Under it, the organization’s name was located, divided by a black horizontal line.
The current emblem has nothing to do with the financial institution’s past. It looks like a simple red square with the inscription Wells Fargo. Even the last attempt to change the image was not too successful: the holding never modernized its visual identity, although the marketing campaign was aimed at showing progress.
The oldest banking institution uses the Clarendon Bold typeface, created by typographer Robert Besley, as its word mark. The typeface is the same age as Wells Fargo, designed in 1845. The capital letters Antiqua are bright yellow (# FFFF00), and the square behind them is dark red (# CD1409).
FAQ
What does the Wells Fargo logo stand for?
The red square with white lettering WELLS FARGO symbolizes stability, reliability, and sustainability.
Has the Wells Fargo logo changed?
Wells Fargo last updated its logo in 2019, changing the lettering color from yellow to white and making the red square brighter.
Is Wells Fargo & Company a bank?
Wells Fargo & Company is a bank holding company. It includes Wells Fargo Bank as one of its members.
What services are offered at Wells Fargo?
Wells Fargo offers various financial, mortgage, investment, insurance, and banking services.