For many reasons, Southeastern Federal Credit Union was taking “Federal” out of their name. Seems simple enough, but when you’re a financial institution with numerous branches, ATM locations and a plethora of branded institutional materials, the change can be a daunting task. Knowing everything would need to change, the decision was made to look into a new brand exercise to work through just how far SFCU was willing to move away from their current look. The designs would specifically attempt to make the icon “break out” of its borders and be more dynamic in appearance.
Ethic had already reworked many of SFCU’s brand elements over the past year. We had also just launched their new website and a general awareness campaign – so we new the logo refresh couldn’t be a drastic departure. To add to the mix of obstacles, Southeastern is in a tough credit union market with several well-established community banks and many false preconceptions about credit unions in general. How far should we push then? In the end, through several rounds of exploration of color, iconography and type, the decision was in; minus stronger, more workable colors and subtle changes in type, the logo would stay the same. We could consider the exercise a failure on our part to “woo” them into change. Change would provide us with plenty of new work. Honestly, while we all loved the work we created, any drastic change would be a costly marketing challenge setting everyone back to where we had started the year before… Time to move forward and woo the community with targeted campaigns featuring great rates and undeniable customer service.