KANSAS CITY, Mo.–In conjunction with its official launch as a newly combined trade association, the Heartland CU Association has unveiled a new brand identity.
The Heartland CU Association represents a merger of the Missouri and Kansas leagues and became effective Jan. 1. The group said it has been working to build a new brand identity, one that represents both Kansas and Missouri and conveys trust, cooperation and growth.
The new logo is made up of a collection of dots of varying sizes, symbolizing 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, the HCUA said.
The tagline "Making It Happen. Together" can have many meanings, according to the HCUA, which said it 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," said Marla Marsh, co-president of Heartland Credit Union Association. "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 specialized branding and communications agency created the logo and brand identity.
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.
A video related to the new brand can be found here.