"Over the past several months, we have begun to build a great new company," said L.M. Baker Jr., chairman of Wachovia. "Today we are sharing with employees what is important to Wachovia. The message is simple and clear – we will deliver flawless, consistent, timely and convenient service to every one of our customers. Our new logo represents that promise."
Although Wachovia shared the new brand with 84,000 employees and the public today, the new brand will make its advertising debut in campaigns for Wachovia Securities this spring. Changes in branch signs and regional advertising will commence with the first bank deposit conversion in Florida in the fall.
"This is a major milestone for our employees as we embark on the future of building a world-class company," said Ken Thompson, president and chief executive officer of Wachovia. "Today’s unveiling marks the beginning of something great. We will work hard to make this brand mark become the insignia of the best, most trusted and most admired financial company in America."
Wachovia Corporation partnered with Interbrand, a world-class brand identity firm, to develop its brand. The brand mark is Wachovia’s first step in unveiling its new brand. In developing the new brand, Interbrand reviewed research including interviews with customers and employees. Wachovia’s advertising agency, Mullen/LHC, will soon begin developing advertising campaigns to develop awareness of the new brand to be launched at the time of state-by-state deposit system conversions.
Wachovia shareholders will also get a look of the new brand mark as the company’s annual report is mailed to shareholders. The annual report also will be available online via the company’s Web site at http://wachovia.firstunion.com on Friday, March 15.
Wachovia Corporation (NYSE:WB), created through the Sept. 1, 2001, merger of First Union and Wachovia, had assets of $330 billion and $28 billion in stockholders' equity at Dec. 31. Wachovia is a leading provider of financial services throughout the East Coast and the nation. The company operates full-service banking offices under the First Union and Wachovia names in 11 East Coast states and Washington, D.C., and offers full-service brokerage with offices in 49 states and global services through more than 30 international offices. Online banking and brokerage products and services are available through wachovia.com and firstunion.com.
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