Wells Fargo Banking Holding is named after its creators: Henry Wells and William Fargo. They laid the foundation for it, opening a postal finance company in 1852, which merged with Norwest in 1998. This bank is the “parent” of many modern services. He was the first to install ATMs in supermarkets and shops because he developed a universal customer service format. Wells Fargo also pioneered online banking in the United States by allowing cardholders to track their accounts remotely.
Meaning and History
The iconic equestrian stagecoach is a symbol of Wells Fargo’s values, heritage, and image. It was first depicted in a black and white logo and then continued to be used as an icon. This is an important part of the bank’s visual identity, which in the past was the owner of the largest empire of postal carriages and was engaged not only in express delivery but also in the transportation of passengers.
1852 – 2009
The first emblem of the holding features the Concord Coach stagecoach, designed specifically for uneven roads. Damask and genuine leather interior, curved frame, perfectly balanced wheels made this type of transport unique.
The logo is detailed: the artists even depicted the silhouettes of people. These are messengers who calmly transported treasure chests: checks, documents, money, and gold bars. They were not afraid of the bandits because they were well-armed. However, one rogue managed to rob Wells Fargo twenty-seven times.
Stagecoaches were used where there were no railways. They crossed deserts, mountain passes, and quicksands and climbed the most difficult routes to prove express delivery reliability.
2009 – 2019
In 2008, the famous American company merged with another large US banking network – Wachovia. This led to the change of the logo, which became square in the new version. Inside the red rectangle was a wordmark. The letters were yellow and capitalized. The long serifs lent a royal charm to the lettering.
The postal stagecoach, as a permanent symbol of Wells Fargo, has moved to the icon category. They began to depict him in more detail and color. The artists paid attention to detail, making the drawing as realistic as possible. In the upper right corner was the bank’s motto: “Together we’ll go far.”
2019 – present
Wells Fargo has gone through several scandals, has been accused of fraud on multiple occasions, and has been fined for numerous violations. To reclaim the shaken brand image, management launched an entire campaign under the slogan “This is Wells Fargo.” An attempt to rehabilitate itself involved updating the logo and icon.
Advertising agency BBDO-San Francisco developed a concept that was supposed to help the bank get on the progress path. True, the changes turned out to be minimal: the designers left everything on the main sign and repainted the inscription yellow. The stagecoach became black and white again, and the number of horses was reduced to three.
Font and Color of the Emblem
In 1852, a six-horse harness was given the status of an iconic Wells Fargo symbol. It reflects the history of the bank and is associated with postal services. Under it was the name of the organization, separated by a black horizontal line.
The current emblem has nothing to do with the past of the financial institution. It looks like a simple red square with Wells Fargo written on it. Even the last attempt to change its image was not very successful: the holding never modernized its visual identity, although the marketing campaign aimed to show progress.
The oldest banking institution uses the Clarendon Bold font, created by typographer Robert Besley, for the wordmark. This font is the same age as Wells Fargo: it was developed back in 1845. The uppercase Antiqua letters are painted bright yellow (# FFFF00), and the square behind them is dark red (# CD1409).