BOSTON-It has become the most iconic symbol in U.S. credit unions.
While the hands-and-globe logo has had several incarnations over its life, the "Little Man Under the Umbrella" was for decades the official logo of credit unions, and in the 2000s was even updated for a more contemporary audience.
The Little Man made his first appearance as the credit union logo in June 1924 in what was then the Credit Union National Extension Bureau's (later CUNA) "Bridge" newsletter. He also appeared wearing a railroad cap and overalls as "The Bridge Tender." He was drawn by Joe Stern, a cartoonist for The Boston Herald, at the invitation of credit union leader Roy Bergengren, who had been seeking a logo for the national movement. An account collected by CUNA said Bergengren disliked all of Stern's submissions until one day the Little Man floated out of a sheaf of papers Stern was holding. Bergengren took an immediate liking to the Little Man symbol, saying he representing the person "besieged by financial difficulties" to whom the credit union would provide assistance.
The Little Man Under the Umbrella was used by the U.S. credit union movement for the next 40 years. In 2006, CUNA updated his look and used the new Little Man - now called the Little Guy - in awareness efforts, primarily in Washington. Stern provided numerous other illustrations for CUNA, and would go on to be nominated for a Pulitzer Prize in political cartooning in 1949. He died in 1971.
