KANSAS CITY, Mo. – The Heartland Credit Union Association on Tuesday unveiled its new brand – which it said was designed to represent both Kansas and Missouri, and convey trust, cooperation and growth.
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HCUA said it unveiled its new look to board members and staff last week. Member credit unions in Kansas and Missouri received an email early Tuesday with a special brand video, links to the HCUA website and social properties.
A collection of dots of varying sizes make up the graphical component of the logo, which HCUA said symbolizes the individual credit unions and the collaboration of the credit union industry working as one unit. The blue variation signifies trust, loyalty and strength, while the green indicates stability, innovation and growth.
According to HCUA, its adopted tagline "Making It Happen. Together" can have many meanings. The group said the tagline speaks to both the partnership between Kansas and Missouri Associations, as well as the commitment the association has to credit unions and the cooperative nature of credit unions at large.
"The variations of blue and green gives Heartland a contemporary look, with bright and fresh colors," Marla Marsh, co-president of Heartland Credit Union Association, said in a statement. "Making it happen, together, speaks volumes to the way credit unions operate, in partnership with their members, our trade association, their community and the credit union industry as a whole."
Dovetail, a St. Louis-based branding and communications agency, created the logo and brand identity.
"Dovetail's knowledge in associations and the credit union industry made them an ideal partner," said Don Cohenour, co-president of Heartland CU Association. "After extensive research and conducting interviews with staff, board members and credit unions, Dovetail was able to develop a modern look for our organization."
HCUA employs 45 staff members in five locations throughout Kansas and Missouri. HCUA represents 214 credit unions and more than 2.1 million credit union members in Kansas and Missouri.
