Wells Fargo Case Study

As a part of the Siegel+Gale design team, I worked on Wells Fargo Brand Identity Modernization in 2018-2019 till its official launch.

Full refresh of the identity system: logo and mark, typography guidelines with a custom typeface, color and photography guidelines, tone and voice.

Brand identity refresh

The refreshed Wells Fargo identity across web, mobile, print and collateral

Project goals

  1. Signal that the bank was moving forward after a period of radical internal change, without discarding 160 years of heritage;
  2. Modernize the identity for digital-first use: a stagecoach, wordmark and typeface that hold up on a phone as well as a branch;
  3. Give the system enough flexibility to serve every customer segment, from consumer banking to The Private Bank.

My role

  • Designer on the Siegel+Gale team through the 2018-2019 refresh, up to the official launch,
  • Toolkit application: extending the mark, wordmarks, typeface and palette into a working system,
  • Consumer bank portal on desktop and tablet,
  • Print collateral,
  • The Private Bank and Investment Institute sub-identity.

Toolkit

The stagecoach mark, the wordmark family, the proprietary typeface and the red-and-yellow palette, extended into a data-visualization system.

Wells Fargo brand toolkit - stagecoach, wordmarks, typeface specimen, palette and chart styling

Consumer bank portal

The identity applied to the consumer banking experience on desktop and tablet.

Consumer bank portal on laptop and tablet

Print collateral

Notebooks, corporate responsibility and product brochures carrying the refreshed system into print.

Print collateral - notebook, CSR brochure and college-costs guide

Private bank identity

A restrained sub-identity for The Private Bank and the Investment Institute - same principles, adapted for private clients.

The Private Bank and Investment Institute on phone, laptop and tablet
Check out the case study

Work done at Siegel+Gale. Materials shown are from the agency's public case study.