OAK RIDGE, Tenn.–Y-12 Credit Union has introduced a new look, saying the “transformation reflects Y-12 CU's innovative spirit and adaptability in an ever-evolving financial landscape.”
According to the credit union, the driving force behind the updated logo and new brand color palette was to “showcase the institution's evolved personality it boasts today.”
The 74-year-old CU said that although the logo has a new design and color scheme, the integrity of the past remains intact, signifying “homage paid to the rich history of the credit union and its name.”
Y-12 is the name for the national security complex in Oak Ridge, Tenn., where handling, processing and storing of highly enriched uranium takes place. At its peak in World War II the facility employed 22,000 workers. The letter Y and the number 12 do not inherently mean anything, and were chosen by planners involved with the Manhattan Project so as not to convey any particular information.
‘Commitment to Growth’
“Our new brand reflects our commitment to growth, innovation, and the unique story that defines us; it boldly represents the credit union we are today,” Vice President of Marketing Amber Price. “Everyone has distinctive goals and dreams, and our Credit Union promises to be here for every why.”
According to the $1.9-billion, Y-12, updated elements of the credit union’s brand include:
- New brand colors
- New contemporary logo
- Brand appeal that portrays the credit union as a “financial partner that makes banking as easy as it should be”
- New “nickname,” Y-12 Credit Union. (It remains a federal charter)
‘Heavy to Digest’
“Financial speak is traditionally very formal and often heavy to digest,” said Chief Experience Officer Courtland Crouchet. “As we continue to be the trusted financial institution that we have always been, we want to showcase our human element more prominently by making our members feel at ease when they bank with us. I often say that our credit union is East Tennessee’s best-kept secret because once people experience us, they love us. So, our new brand messaging helps us share what our members already know with the broader public.”
Y-12 CU said it formally plans to launch the new brand on Feb. 1
Additional details are available at Here for Every Why.
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