Workers install a sign reflecting BECU’s new logo at the credit union’s headquarters in Tukwila. COURTESY PHOTO

BECU unveils new logo, brand identity inspired by its members

  • Thursday, November 2, 2017 2:39pm
  • Business

BECU on Nov. 2 unveiled a new logo and brand identity, inspired and informed by the not-for-profit’s commitment to its membership and serving the communities of its members.

“BECU’s new logo emphasizes our members first and foremost,” Benson Porter, president and CEO of BECU, said in a media release. “The new visual style builds upon our history and the credit union philosophy of ‘people helping people’ that began more than 80 years ago with our first members.”

The new logo features the letters BECU separated by vertical strokes and surrounded by a rectangular box with a rounded lower-right corner accentuating the letter “U” – a subtle acknowledgement of “you,” the members and communities BECU serves. The streamlined logo design also overcomes limitations posed by the previous logo when used in physical and digital applications.

“For nearly three decades our retiring logo marked a tremendous period of BECU’s deepening engagement with our members’ communities,” Porter said. “It’s time to refresh our brand identity to better reflect our member-centric attitude and the significant changes that have occurred in the industry.”

BECU’s previous logo was launched nearly 30 years ago and was created to give special prominence to the letter “E,” highlighting the credit union’s role in providing financial services to Boeing Company employees. However, since 2002, BECU has been open to all residents of Washington state and membership has grown substantially.

The new logo and brand are displayed on the credit union’s headquarters in Tukwila and at BECU.org. All BECU financial centers, ATMs, digital properties, products and other communication materials will reflect the change over the next couple of years. Updated materials will be provided to members as they become available, with new credit cards and checks expected to come out in January 2018. Additional details about the new brand identity are available on BECU.org/logo.

Along with the updates to the logo, BECU has also subtly refreshed its brand color palette and typefaces. The unique photography of real BECU members will continue to be prominently featured.

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