Extreme Brand Makeover for New York State CUL
LATHAM, N.Y. -- Effective June 2, the New York State Credit Union League is leading the way for a new brand image.
Representing New York's credit unions for 91 years, the league will now be known as the Credit Union Association of New York. In addition to the new name, the association has created a new look, corporate Web site and Web address, new contact e-mails, and even a new address in an Albany, N.Y., building shared with frequent partner, Members United Corporate Federal Credit Union.
"By leading with the words credit union, this new name instantly communicates what we're all about," said the association's President/CEO William J. Mellin. "By no longer beginning our name with New York State, we will clear up any confusion about our organization being a state agency. All of our constituents--legislators, government agencies, credit unions and the public--will know at a glance who we are and whom we serve."
He added that the association's dynamic position in the credit union movement demands an equally dynamic, independent visual identity. A new abstract logo representing a compass, combined with a new Leading the Way tagline is designed to point the way forward by expressing the association's role in navigating the current business and legislative climate to help credit unions reach their goals.
In addition, incorporating elements such as the sweeping arc of the compass further reinforces the association's mission to provide direction and guidance for all credit unions in the state. As part of the rebranding, the name of the association's weekly newsletter, League Lines, will change to The Point.
A new Web site, www.cuany.org, is slated to debut in late June and has been designed with and eye on convenience from easier navigation to more resources and a search engine to help visitors find what they want quickly and easily. Breaking news and upcoming events will be a highlight of the Web site's new homepage.
The Credit Union Association of N.Y. is the fifth largest league in the country. New York credit unions have assets of more than $40 billion and 4.2 million members.