Like the world around us, our organization is evolving. And with it, our brand. To communicate the spirit of BECU today, we are proud to debut a new brand identity. A logo that will better serve us both now and in the future. It is fresh, modern, confident and timeless. A reflection of where we've been and where we are headed. As always, united in our purpose of people helping people.
We're excited about our new logo and hope you are, too. You'll notice the design elements retain some of the old while creating something new. As you begin to see the new brand identity in our financial centers and communications, remember that you are –and always will be – the inspiration for all we do. Because you belong to BECU, this belongs to you.
A vibrant refresh of our signature red color carries forward the equity and authenticity of our brand. The capital letters and vertical lines for equal emphasis make it easier to read and add clarity to our name.
We determined the need to update our logo for a number of practical purposes. Now that we serve more than the Boeing Company, the “E” that stood for employees no longer represents all our members. Also, some of the details of the design limited its legibility in digital environments.
Since everything we are and everything we do revolves around you, our members and employees, the new logo's rounded corner accentuates the “U.” This subtle yet purposeful design element adds more inclusivity to our brand in an approachable and welcoming manner.
BECU is ever evolving, yet firmly focused on our members.
Though change is inevitable, it can prompt uncertainty. We hope the answers below help you to better understand why we're changing our logo and what to expect in the months to come. It's an exciting time for us and we're delighted to share it with you. If you have any other questions, please feel free to reach out and ask, or send an email to firstname.lastname@example.org. We're here for you.
Our current brand identity was created nearly 30 years ago, giving special emphasis to Boeing employees with its scripted “E.” In 2002, we opened our membership to include all residents of Washington, and today we are even expanding into markets outside the state. This inclusiveness is now better represented with the new logo.
The current logo posed additional challenges and expenses when adapting its use in both digital and physical spaces. Our new design addresses these practical issues, allowing us to ensure that all dollars spent are in the best interests of our members and community. This change has not and will not cause an increase in fees to members. We're excited about our new look and hope you will be, too!
While our membership has grown to welcome many new generations and our market continues to expand, our mission remains the same. We are, and always will be, people helping people. As a member-owned, non-for-profit organization, everything we do is inspired by you, our members. And as we celebrate your efforts and successes, we are intent on building a stronger financial future.
Our goal is to make these changes as smoothly and cost-efficiently as possible. The logo will not be replaced everywhere right away, as some items will be phased out only when they become out of date. Eventually, the new logo will appear anywhere our former logo appears. This includes signage at our financial centers, on all web services, in all our communications, on our debit and credit cards, checks, member account materials, ATMs and everything else.
As the rollout will take some time, new credit cards and checks won't be coming out until January 2018. Even after January, all materials you have with the former logo are fine to use – you don't need to order anything new. Other than the new logo eventually appearing on all BECU materials, your accounts will not be affected and you will not see any increase in fees because of this rebrand. Everything will function the same. It will all just have a new look!
We are still a not-for-profit cooperative, with our members as our stakeholders, rather than a for-profit financial institution. The new logo now represents our entire membership. Our philosophy, values and mission remain the same.
More Than Just Money is still a slogan BECU will use in many places. It will mostly be used to help us define our People Helping People philosophy and be present in our financial centers to share the story of how BECU started. We feel that since our logo is used in many places, and in many contexts, it is simpler to have BECU stand on its own as our primary brand identity.
Thank you for being part of our continuing movement to empower people to achieve their financial goals and realize their life dreams. We look forward to doing more great things together.