EXTON, Pa.—Citadel FCU has introduced a new brand identity that includes a redesigned logo, refreshed color palette, and new tagline, “Building Strength Together.”
According to the CU, the new logo represents a modern Citadel — a source of “enduring strength and forward momentum.”
“The logo is named the ‘Dynamic C,’ as it stands for Citadel, Credit Union, and Community, and is meant to invite people in, while giving the feeling of embracing and protecting a shared future,” Citadel said in announcing the new branding. “In addition, the logo is a hexagon, one of the most stable geometric forms in nature, rooting the brand in a foundation of strength and trust.”
The new tagline, Building Strength Together, speaks to the balance of stability and progress that Citadel stands for, and it promises that together, anything is possible.
The credit union said the updated look follows 15 years of growth during which it has added more than $3.5 billion in assets and expanded its field of membership across the Greater Philadelphia area, including expansion in new markets such as Lancaster and Bucks counties in Pennsylvania.
Citadel said it has been exploring ways to provide a better experience for members, and that evaluating and refreshing the brand has been a major priority to align its identity with where the company is headed.
‘Dedication’ to Community
“With our new brand, Citadel is embracing our identity as a not-for-profit credit union with a dedication to the local community,” said President/CEO Jeff March. “It’s never been more important for those we serve to understand that we’re here to help create prosperity and to grow their financial strength. We’re proud to reveal all that we stand for, and we’re dedicated to enhancing our members’ experience with new tools, expert guidance, and a breadth of financial services.”
Citadel said its in-house brand team partnered with the experience design agency Adrenaline on the rebranding, and over the past 18 months thorough research was conducted across multiple audiences and markets to develop the new brand identity.
“We were so gratified Citadel chose to reveal their updated brand during this time,” said Gina Bleedorn, chief experience officer. “It really speaks to the work we did together and how forward-thinking an organization they are that they understand the importance of brand and what it means for their business and the people they serve. We only helped craft and clarify what was already there.”
Rolling Out Across Channels
According to Citadel, the updated look will be implemented across different platforms and channels in phases, starting immediately with Citadel’s website and digital tools, which include an improved online account opening process. Over the next several months, Citadel said it will roll out updated signage across all offices, and starting early in the fourth quarter members will receive new contactless credit cards. Citadel is also launching the new “Building Strength Together” marketing campaign in support of the brand launch.
The $4.2-billion Citadel FCU has more than 216,000 members.
A video related to the rebranding can be found here.