In 2017 I was asked to redesign the HANDS & GLOBE® logo. Over the past two years I worked with various internal and external teams and multiple stakeholders locally, provincially and nationally. The work that follows showcases part of process we took. I am incredibly proud to have been part of this project. It was definitely a labour of love and can't wait to see it adopted nationally and one day internationally!
The HANDS & GLOBE® logo has been the international trademark symbol for the credit union industry since 1966 and is currently used in more than 70 countries. The trademark symbol is owned by the World Council of Credit Unions (WOCCU) and the Canadian Credit Union Association (CCUA) is the Canadian agent for the symbol, offering the logo through a national licensing program.
Accessibility and a zero-cost factor has enabled (and in many ways inspired) Canadian credit unions to create their own brands that are reflective of their region, community and values. The HANDS & GLOBE® logo is considered outdated, having never been redesigned. Today there are over 240 unique Canadian credit union and caisse populaire brands with over $233B in combined assets operating in Canada.
Due to its outdated look the HANDS & GLOBE® logo was widely considered to have lost most of its brand value and have low awareness. Researched was conducted to identify actual usage among Canadian credit unions in primary application usages (within brand identities) and secondary application usages (in brand collateral applications).
As part of a new marketing strategy the new badge is featured as the centre piece of a national awareness advertising campaign. We worked with an agency to create the campaign.
Canada’s credit unions put people above all. Whatever your hopes, dreams, ideas, needs and wants are—whatever your money is meant for—that’s what we put first. Banking is just how we help you make it happen.The YOU FIRST platform was developed to both champion and celebrate the credit union difference. This also applies to our new design language: fun, clean and colourful with a touch of whimsical charm, which makes us stand out from the cold, corporate tone of major banks. We don’t look like other financial institutions because we aren’t an institution. We’re a partner.
To view the rest of the campaign visit the microsite at canadacreditunions.ca