MADISON, Wis. – Heritage Credit Union (HCU) has a new mascot and it is "Yellow Dude". "We are not a one-size-fits-all financial institution and we have a personality that makes our members feel comfortable coming to us for their financial needs. Yellow Dude will help us promote that mentality to the communities we serve. It is important for people to feel at ease and be able to trust their financial institution is working for them. Yellow Dude will give us another avenue to market ourselves to the community", said HCU VP of Marketing Cindy Sutherland. Sporting the Heritage H on his stomach and just a few hairs on the top of his head, Yellow Dude is designed to appeal to all ages. "Yellow Dude" will be featured in HCU's in-branch marketing, Web site and will also serve as an ambassador at local functions, such as city parades, festivals and community events. To make his official debut the credit union hosted a Yellow Dude kickoff week complete with giveaway items featuring the mascot along with a Yellow Dude bio and his role as a member of HCU.