PLYMOUTH, Mich.–Community Financial Credit Union has introduced a new brand identity featuring what it says is a “symbolic logo” to go with a vibrant color palette, as well as the transition to primarily using the abbreviation “CFCU.”
The logo, a purple geometric bear, reflects the organization’s role as “protector of its members and its commitment to the community it serves,” the $1.6-billion credit union said.
In addition, the brand reveal “reflects the bold moves the organization has already made toward innovative technologies and product sets, meaningful community connections and an experience model that urges relentless care of its members,” the credit union added.
Shining a Light
“Our relationship with our members is everything. This new brand shines a light on our commitment to them and to the community,” said CFCU President and CEO Tansley Stearns. “This is more than a different logo. It's a symbol of a promise to our members and communities to be that guide, that supportive partner and defender of their impossible dreams. We know for most people banking isn’t what they wish to spend their days and nights thinking about. It's a means to experience more of life’s joys, and we are excited to walk with even more Michiganders into their bright futures.”
‘Bold Moves’
The changes, according to CFCU, are reflective of the “bold moves” it has made in technology, product sets, meaningful community connections and an “experience model that urges relentless care of its members.”
It said those moves include:
- Bold and transformational programming and experiences to foster a sense of financial belonging among its members.
- Offerings such as an obstacle-free “Path to Homeownership program and its one-of-a-kind digital arts, education, and engagement-focused Livonia branch, “The Playground.”
New Account Offering
In addition to the brand refresh, CFCU said it has also introduced a new campaign focused on its enhanced Money Market account program. “The Place for Savers,” which encourages members to make deposits through their Money Market account in order to maximize savings by offering higher interest rates.
CFCU has more than 83,000 members.
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