SIOUX FALLS, S.D.–Sioux Empire FCU has a new name and brand. The $176-million credit union is now Bluestone Federal Credit Union.
The new name also accompanies a new logo, website, mobile app and field of membership.
According to the Dakota Credit Union Association, as Sioux Falls continues to grow the credit union recognized the need to help clear up local brand confusion.
“Moving forward as Bluestone Federal Credit Union, they are setting themselves apart with a look and feel that communicates modern, progressive services designed for a new generation,” the association said.
Bluestone FCU has approximately 11,000 members.
‘Everything We Stand For’
“Everything we stand for is wrapped up in our new logo and icon; the building blocks of a great financial institution,” said President Jeff Jorgensen. “The challenge was to create a logo that encompassed everything we stand for: strength, progressiveness, security, dependability, connectedness and quality; in a way that is easily recognizable. We combined the basic shapes of a padlock for security, a wallet for financial services, a gemstone for quality, a building block for stability and a rock for durability. All came together handsomely to form our ‘B’ shaped icon.”
Bluestone was chartered in 1938 to serve the employees of the City of Sioux Falls and over the years its FOM has expanded to encompass Minnehaha, Lincoln, McCook and Turner counties in South Dakota. It has since expanded its field of membership to 43 counties in Iowa, Minnesota, Nebraska and South Dakota.