Wells Fargo

Brand refresh for Wells Fargo. The central theme for the rebrand was to convey a sense of forward momentum — an innovative and dynamic brand for the modern world.

SymbolThe stagecoach symbol was redesigned for a much simpler and more dynamic graphic approach. The symbol embodies the idea of forward momentum visually, representing these qualities through fluid lines that give it a sense of movement.

Wordmark & Typography
A custom typeface was developed in tandem with the updated Wells Fargo wordmark. The new typography was designed to express a sense of lightness and optimism throughout the brand.

Palette The new color palette is brighter and warmer, and still retains the red and yellow color impression that Wells Fargo is known for.

Brand Overview


Wells Fargo

Senior Designer
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The Studio of Ben Buysse