What do you do when you acquire a company?
Maintain brand equity.
Maintain brand equity.
In 2011, Wells Fargo acquired Burdale, a middle-market asset-based lender, from the Bank of Ireland. Burdale had name recognition in the United Kingdom, and the decision was made early on to maintain its legacy brand until an appropriate time could be found to transition to the Wells Fargo name and brand.
In examining Burdale's visual system and its elements, however, we thought we could maintain the equity in the name and the brand and still make some additions to the system, which had remained largely unchanged for a decade, and was beginning to appear dated.
Below are screen shots of the research I did after we did a very quick update to the logo (to add the endorsement line "A Wells Fargo Company" in a new typeface). This information was well-received by management from both organizations, and was quickly introduced to the marketplace in advertising and collateral pieces.
Presentation creative direction and analysis: Evan Graner
Advertising design: Yolanda Jasso
Image credits: H&FJ, Corbis, Getty Images
In examining Burdale's visual system and its elements, however, we thought we could maintain the equity in the name and the brand and still make some additions to the system, which had remained largely unchanged for a decade, and was beginning to appear dated.
Below are screen shots of the research I did after we did a very quick update to the logo (to add the endorsement line "A Wells Fargo Company" in a new typeface). This information was well-received by management from both organizations, and was quickly introduced to the marketplace in advertising and collateral pieces.
Presentation creative direction and analysis: Evan Graner
Advertising design: Yolanda Jasso
Image credits: H&FJ, Corbis, Getty Images