Wells Fargo Logo
Wells Fargo Logo
Wells Fargo customers today have a variety of colorful options when ordering a new checkbook or debit card, but it wasn’t always that way.
Wells Fargo customers enjoyed having options with these blue stagecoach checks issued in 1965.

Summer ’67, when checks became ‘almost too pretty to cash’

A Wells Fargo historian shares how full-colored stagecoach designs made their way into Wells Fargo checkbooks, revolutionizing the ‘rather dull field’ of bank checks.

June 23, 2017
Alyssa Bentz
Alyssa Bentz

Alyssa Bentz is a Wells Fargo historian.

Wells Fargo customers today have a variety of colorful options when ordering a new checkbook or debit card, but it wasn’t always that way. The color and choice revolution started with Wells Fargo’s scenic stagecoach checks, introduced 50 years ago during the summer of 1967.

In the early 1900s, checks — operating as bank stationery rather than works of art or expression — typically featured a plain background and very little stylistic detail. Banks issued one standard check design for all customers.

Wells Fargo realized there was customer demand to revolutionize the rather dull field of bank checks. In a first attempt to address this need, the company redesigned its checks in 1964, and began featuring a subtle white silhouette of an illustrated stagecoach against a blue or tan background in 1965. These checks drew attention from customers for having an element of fun, but the two-toned color scheme and muted design still didn’t stand out and set them apart from check options at other banks.

Everything changed when Wells Fargo released its first scenic stagecoach check in 1967. The full-colored check was a photo reproduction of a real stagecoach rolling over golden hills. The attention to detail and use of multiple colors stunned customers and competitors alike. Considered “almost too pretty to cash,” according to a customer in a 1967 press release, the checks became an instant hit. Never before had a check been so vibrant or so popular.

Advertised on billboards, television, and in magazines, the scenic stagecoach checks were so admired that people nationwide asked about purchasing them, even though Wells Fargo was only operating in California at the time.

A 1971 TV commercial for the scenic stagecoach check featured running horses, who wore makeup to resemble the horses on the checks, and a rolling stagecoach. Similar commercials ran from 1968 until the 1970s. (30 seconds)

Other banks soon followed Wells Fargo’s lead and began offering a variety of colorful checks that encouraged self-expression. As several newspapers, including Connecticut’s Hartford Courant, noted in 1971: “Since Wells Fargo Bank adorned its checks … with a picture of a stagecoach, checks have grown more colorful. Now they are printed with peace symbols or military insignia, depending on the customer’s viewpoint. Beach scenes, pop art, and floral patterns compete with sunsets, views of historical buildings, and famous landmarks on the face of multihued checks.”

The Mark Twain check designs from the 1970s featured scenic stagecoach checks in lively colors.
Mark Twain check designs from the 1970s featured scenic stagecoach checks in lively colors.

The scenic stagecoach check started a frenzy of design creativity and Wells Fargo continued issuing new, attractive options for customers. While the options have grown since then, with designs featuring pets, sports teams, and other options, the scenic stagecoach design is still one of the options available to customers when ordering checks or new debit cards. What started as an attempt to make checks more fun opened the door for a lot more variety and choice.

A check from 1961, when a stagecoach image was used as a watermark rather than a design feature.
Customers enjoyed having options with these tan stagecoach checks issued in 1965.
Wells Fargo’s scenic stagecoach check in 1967 featured full color and an image of a real stagecoach.
Early in 1967, Wells Fargo introduced this “antique” design as an additional choice for customers.
Customers used special order forms to request their favorite checkbook design.
A check from 1961, when a stagecoach image was used as a watermark rather than a design feature.
In 1965, customers were able to choose these tan stagecoach checks.
Wells Fargo’s scenic stagecoach check in 1967 featured full color and an image of a real stagecoach. By the end of 1967, 40 percent of Wells Fargo’s customers chose to purchase scenic stagecoach checks for about a penny per check instead of using the free, default checks.
Early in 1967, Wells Fargo introduced this “antique” design as an additional choice for customers.
Customers used special order forms to request their favorite check design.
Contributors: Kathleen Llewellyn
Tags:
outbrain