First Tech CU Updates Brand

BEAVERTON, Ore. – First Tech Credit Union is revamping its brand image with a new logo, Web address and tagline of “Think Forward”. Research showing that the credit union’s previous tagline, “Banking Outside the Box” was now perceived as dated prompted the change. “We’ve grown rapidly in the past few years with new branch openings in the Seattle, Salem and Eugene areas,” said President/CEO Tom Sargent. “With changes in our membership, it was time to revisit and refresh our brand and update our tagline. Our objective moving forward continues to be providing value-added products and services to our membership, while being an advocate for their financial lives.” The $1.5 billion credit union turned to Portland, Oregon-based advertising agency AlloyRed for its re-branding effort to fuse First Tech CU’s warm service with the “cool” of technology. The new logo integrates the number “1″ into a progressive diamond that sits between both of First Tech’s core elements – focus on members and technology- and symbolizes the forward momentum that First Tech provides their members. The sharp curves of the former graphical element of the logo were softened with the curves of the number one and arrow. The use of lowercase letters further conveys the credit union’s openness and friendliness while enhancing a modern, forward look.