BELLINGHAM, Wash. – WECU has unveiled a new look and brand that includes a reworked logo, colors and fonts and a focus on the power of “WE” and the communities it serves.
According to the credit union, a variety of logos have been used over the credit union’s 82-year history, including the most recent iteration featuring the “flying w” and abbreviated name. Independent research conducted in 2017 by the CU found WECU’s current brand mark is among the most recognizable in Whatcom County, Wash.
The credit union was founded as Whatcom Education Credit Union.
As a part of the brand launch, WECU is also offering a promotional rate of 3.5% APR for a five-year saving certificate, which it said is the best rate in the U.S.
The credit union is also donating $25,000 to early childhood education.
“This brand launch is a major initiative for the credit union. Our savings certificate rate is for our membership and the donation is for our community,” said Jennifer Kutcher, CEO and president of WECU, in a statement. “This new brand is meant to represent our deep commitment to both our members and the community.”
Emphasis on ‘We’
The new brand puts an emphasis on the first two letters of WECU’s abbreviated name, “we”, which Kutcher says reflects the credit union’s values.
“‘We’ has always been in our abbreviated name, and ‘we’ is a very powerful thing. It says that what we do is not about us, it’s about serving the cooperative,” said Kutcher. “It’s about relationships. It’s about our obligation to put our members first, not profits.”
The credit union said the new brand colors of light blue and charcoal are drawn from the colors of the northwest Washington sky to emphasize the community roots of WECU.
WECU says it will take some time to transform its 13 locations, which include 11 branches, home loan center, and business center.
The $1.5-billion WECU has 98,000 members.