NEW YORK – The United Nations Federal Credit Union is the latest to jump on board the branding train. “With branches overseas and here, we quickly recognized the need to consolidate into one brand that would create a unified experience for members,” said UNFCU Vice President of Marketing Debra Innocent. “It was almost past time for a new updated look.” Working with Fairfield County, Connecticut-based marketing, communications and branding firm The Atlantic Group, over the past year and after numerous member surveys both here and abroad, focus groups finally a new logo, which expresses the CU’s humanity, diversity and globality was created. The logo is made up of two distinct elements -a symbol and a word mark formed by letters. The hand-drawn figure in the symbol represents UNFCU’s shared humanity and the important work members do around the world while the star reflects the aspirations for a secure financial future. In addition, the unique community created by a bond of membership is found in both the symbol’s small circle and the joined “U” and “N”. Finally, the large sphere communicates trust, protection and globality. The Web site has also been revamped to include black and white photographs framed in colorful circles to convey the friendliness, accessibility and clarity members look for online. “I’m just so grateful that everyone from senior management, the board and staff to members, all supported this move,” said Innocent. “While we still have to convert the signage, this whole process was made a lot easier because everyone worked together.”

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including and

Already have an account?


Credit Union Times

Join Credit Union Times

Don’t miss crucial strategic and tactical information necessary to run your institution and better serve your members. Join Credit Union Times now!

  • Free unlimited access to Credit Union Times' trusted and independent team of experts for extensive industry news, conference coverage, people features, statistical analysis, and regulation and technology updates.
  • Exclusive discounts on ALM and Credit Union Times events.
  • Access to other award-winning ALM websites including and

Already have an account? Sign In Now
Join Credit Union Times

Copyright © 2023 ALM Global, LLC. All Rights Reserved.