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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.”

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