ALLSPRING

A LEGACY REGROWN FOR A NEW ERA

After being acquired by private investors, Wells Fargo Asset Management needed a new brand to signal its independence. With more than $600 billion in assets under advisement, the firm required an identity that could preserve trust while moving beyond Wells Fargo’s legacy. We built a clear foundation with a new purpose, name, and design system that honors industry standards while rising above category clichés. The name Allspring signals a new era of investing, with an identity that reimagines financial symbolism to position the firm as a trusted, forward-looking leader.