Press Releases / April 2004
New Logo Symbolizes Credit Union’s Service Philosophy
Following months of research, review, evaluation and consensus, Penn State Federal introduced a new logo that some members and staff say reflects the credit union’s progress and growth toward becoming the financial institution of choice for the Penn State community.
The logo, with a planned unveiling in April to members during the Annual Meeting of the Membership, is one element of a comprehensive branding plan designed to position Penn State Federal as the preferred financial institution.
"We recognize that many have great affection for the logo, so we involved the entire staff in discussing Penn State Federal's readiness for change and later sought their input on specific logo designs," said Tenille Shriver, Vice President Marketing. "Our process brought far greater consensus for this design that any of us anticipated. That told us that Penn State Federal is ready to take this step and embark on a comprehensive branding effort."
The logo review process began with 12 different designs, which were tested among staff, members and professional marketing communicators. The choices were narrowed and broadened several times over the next few weeks to four designs - including the existing logo. Many participated in one-on-one informal interviews, which showed the designs in various uses - from stationery and business cards to brochure usage.
The primary color is deep marine blue. The logo can be reproduced on a black and white copier, in single color printing and in full color printing. An airstream silver color adds a sleek modern edge to the mark and is repeated in the lettering. The tag line, in a spring green color, will be added as size and medium allow. The simple lettering style has an inviting, casual feel promoting the credit union’s service philosophy. The mark represents the hand-in-hand credit union philosophy. It has been updated to symbolize the value placed on helping our members, rather than profiting from them.
The new mark and design guides were developed in-house with some preliminary assistance from local experts.
To assure the logo change was managed to minimize financial impact, the launch of the new logo was planned to coincide with the budget cycle and typical semester-end ordering of stationery and supplies, Shriver said. Many departments traditionally order membership packets throughout the summer to prepare for the fall semester. The new logo's availability was timed to make it possible to produce those supplies using Penn State Federal's new look.
From the building signs to letterhead, the logo replacements will be phased in during the month of April. No new usage of the old logo will be approved, but staff members are encouraged to continue using stockpiled letterhead and other materials to minimize waste. Business cards, due to their extended shelf life, should be discontinued when replacements arrive.
A series of targeted communications will debut in April to support the new visual identity and articulate Penn State Federal's distinctive products and services. The branding plan is focused on the credit union's mission statement: Penn State Federal Credit Union where members help members everyday… in the ordinary and extraordinary moments of their lives… by providing financial products and education… while striving to exceed our member’s expectations… for quality, responsiveness, professional excellence and personal service.
"By highlighting the many exceptional ways we can help, the credit union shares what it means to be a member," Shriver said.
Penn State Federal Credit Union has been serving the Penn State community since 1959 by providing low-fee financial services and unparalleled customer commitment, working to preserve members' assets while providing financial services to meet members' needs.
Our members are also owners, helping each other offer lower interest rates and other competitively priced financial services. Becoming part of Penn State Federal Credit Union now means you may take advantage of all the benefits of membership for as long as you are a member.And, once you are a Penn State Federal Credit Union member, you are always a member. Being an employee of an affiliated organization may bring you to Penn State Federal but our friendly service and countless benefits will keep you part of the Penn State Federal family.
