TUKWILA, Wash.–BECU here has unveiled a new logo that eliminates the cursive “E” that has dominated its branding for the past three decades.
Instead, the $17.5-billion BECU said it is modernizing the look of its logo with a new look that places vertical lines between each letter in its name. The “U” in its name is also differentiated with a rounded corner.
BECU was founded as Boeing Employees Credit Union—which remains its official name-but since 2002 it has had a statewide charter.
BECU has more than one-million members and is well known in the Pacific Northwest for its “BECU Own It” messaging.
VP Stephen Black told the Seattle Times the new logo is “more modern and more relevant.”
He added that on its signage the “E took up more real estate on the height,” requiring the rest of the letters to be shorter to fit the logo in a given space, Black told the Times.
The new look was developed by Seattle design shop Phinney Bischoff.