Today, San Francisco Fire Credit Union unveiled a refreshed brand identity and website, honoring the credit union’s commitment to its members and dedication to the San Francisco community.
“Our members come first. They always have and they always will,” said Kathy Duvall, CEO, San Francisco Fire Credit Union. “Our new brand honors our 68-year tradition of service and celebrates our vibrant community, while preparing our credit union for the future.”
The credit union’s refreshed logo features lettering inspired by the hand-drawn pinstripe lettering of the San Francisco Fire Department, as well as typography of iconic Bay Area institutions like the San Francisco Giants and the University of San Francisco Dons.
In honor of the credit union’s heritage, San Francisco Fire Credit Union is preserving the logo seal and making it more prominent. The design is inspired by fire helmets and fire engine pump impellers, drawing a parallel between the tools that keep firefighters physically safe and effective and the credit union that works to do the same for their money.
“The world of financial services has evolved drastically over the past decade and our brand needed to adapt to give members the experience they deserve,” continued Duvall. “Our new look celebrates the history that inspires us and gives us the flexibility we need to make our brand accessible and inspiring.”
Along with updates to the logo, the credit union has also brightened its color palette and added a new chartreuse accent color inspired by the uniforms, hoses and reflectors of the firefighting community that founded the credit union. These changes will be accompanied by new brand photography, featuring real members of the credit union.
“Our new photography highlights members of all walks of life,” said Glenn Gortney, senior vice president of brand loyalty. “We’re proud to put our members front and center. In the coming months and years, we will continue building a library of photography that celebrates the members who inspire us.”
The credit union plans to use their updated brand to refresh all credit union interiors, signage and materials in 2020. Additional details about the new brand identity are available here.