EXTON — For the primary time in 15 years, Citadel Credit score Union has launched a brand new model identification — full with a brand new emblem, colours and tagline — “Constructing Power Collectively.”
The Aug. 19 launch of the brand new model adopted an 18-month course of that included analysis throughout a number of audiences and markets to strategize and design Citadel’s new model.
“With our new model, Citadel is embracing our identification as a not-for-profit credit score union with a dedication to the local people. It’s by no means been extra necessary for these we serve to grasp that we’re right here to assist create prosperity and to develop their monetary power,” Jeff March, Citadel president and CEO, mentioned in a press launch. “We’re proud to disclose all that we stand for, and we’re devoted to enhancing our members’ expertise with new instruments, knowledgeable steerage, and a breadth of economic companies.”
Over the previous 15 years, Citadel has grown greater than $three.5 billion in property and has expanded to serve a broader area throughout the Better Philadelphia space, together with new markets like Lancaster and Bucks counties, in keeping with the discharge.
The up to date look will likely be applied throughout Citadel’s platforms and channels in phases. The brand new look was instantly seen Aug. 19 on Citadel’s web site and digital instruments, and beginning early within the fourth quarter, members will obtain new contactless bank cards. In accordance with Citadel spokeswoman Abigail Brooks, member communications are being up to date, and the corporate has a brand new advertising and marketing marketing campaign centered across the tagline: “Constructing Power Collectively.”
“The interiors of our places of work are presently being painted with new model colours. New signage will likely be put in over the following month or two throughout all branches,” she mentioned in an emailed response to questions.
Citadel’s in-house model workforce partnered with Adrenaline, an expertise design company with a specialty in implementing end-to-end manufacturers for monetary companies organizations.
Gina Bleedorn, chief expertise officer at Adrenaline, mentioned the timing of the launch speaks to the “resilience and resonance” of the Citadel model.
“We had been so gratified Citadel selected to disclose their up to date model throughout this time. It actually speaks to the work we did collectively and the way forward-thinking a company they’re that they perceive the significance of name and what it means for his or her enterprise and the folks they serve,” Bleedorn mentioned within the launch. “We solely helped craft and make clear what was already there.”
Brooks added that the significance of being devoted to the prosperity of the neighborhood grew to become much more necessary when the financial affect of the pandemic hit the area.
“Our new tagline ‘Constructing Power Collectively’ really appears to resonate with what folks want to listen to proper now, along with going ahead,” she mentioned.
The brand new tagline, speaks to the “stability of stability and progress that Citadel stands for,” the corporate mentioned.
As soon as the analysis section was full, Brooks mentioned the Citadel and Adrenaline groups labored on constructing the technique and designing the brand new look, “to make it clear who we’re at this time and the place we’re headed.”
The newly redesigned emblem represents a contemporary Citadel — a supply of tolerating power and ahead momentum, in keeping with the corporate. The brand is called the “Dynamic C.” It stands for Citadel, Credit score Union and Neighborhood, and is supposed to ask folks in, whereas giving the sensation of embracing and defending a shared future.
“As well as, the brand is a hexagon, one of the secure geometric kinds in nature, rooting the model in a basis of power and belief,” the discharge said.
Citadel Credit score Union, which has historical past spanning greater than 80 years, is a not-for-profit, member-owned monetary establishment that gives banking, investments, and insurance coverage companies to greater than 217,000 members. With its headquarters in Exton, Citadel has greater than $four billion in property and serves residents of Bucks, Chester, Delaware, Lancaster, Montgomery and Philadelphia counties. For extra data, go to CitadelBanking.com.