Brand Book
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EECUBrandBookExample.pdf
EECU Employee Brand Guide | For Internal Use Only 1
(For Internal Use Only) Version 1.0 | December 2020
Employee Brand Guide
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Overview
As brand ambassadors, our
employees should have a
shared understanding of the
value EECU provides to our
Members, and reinforce this
in our routine interactions and
communications with each
other and our Members.
This brand guide should be a
source of pride as it showcases
our brand, allowing each of us
to stay on the same page with
who we are, what we do, and
for whom we do it.
Why a brand guide is important?
This guide has been created for our
hundreds of employees across our
growing financial centers, affiliated
sub-brands, operation centers, and
corporate offices, including:
• Finance
• Human Resources
• Marketing
• Technology
• Legal
• Commercial Lending
• Contact Center
• Lending Services
• Mortgage
• Collections
• Learning & Development
• Facilities
Who is this brand guide for?
You should refer to this
guide when sending group
communications to Members
or other employees, recruiting
or onboarding new hires, and
interacting with Members on
the front lines. It should service
as your primary foundation for
shepherding brand consistency.
This guide provides a foundational
overview of our brand voice,
tone, look, and feel. For full visual
brand, messaging, and marketing
guidance, please contact the
EECU Marketing Department.
How should I use the brand guide?
EECU Employee Brand Guide
Contents EECU Employee Brand Guide
Brand Purpose ....................................5
Organization Purpose ...................... 6
Promise.................................................7
Offerings ............................................. 8
Reasons to Believe ............................ 9
01 Our Vision
Position ............................................... 11
Pitch ....................................................12
Tagline ................................................13
Personality .........................................14
Voice ...................................................15
02 Our Voice
Logo & Logomark ............................17
Color Palette ....................................20
Typography ........................................21
Imagery .............................................. 22
Iconography ..................................... 23
03 Our Visuals
Stationery .......................................... 25
Signatures ......................................... 26
Gear & Uniforms .............................. 27
Showcase .......................................... 28
Questions ...........................................31
04 Brand in Use
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– Brand Purpose
– Organization Purpose
– Promise
– Offerings
– Reasons to Believe
01 Our Vision
Delivering a faster, friendlier personalized experience
Brand Purpose Our Vision
Today, people have choices; they can choose how they want to bank, when they
want to bank, and where they want to bank. Today banking commitments are
flexible and changing financial providers is easier than ever.
In this environment, it’s important that we earn our Member’s loyalty and trust.
And the best way to do that is by delivering a higher level of experience to meet
the needs of our Members and working hard to exceed their expectations.
One way we do this is by focusing on leveraging modern technologies, expanding
convenience, and developing new products designed to help make their lives
simpler.
But the most important way we exceed their expectations is You. You provide the
personal experience, the smiling face, the comfort of a live person listening to
their struggles and dreams, and the confidence that says, “I will take care of you.”
This the EECU difference. That we are more than a place to complete a
transaction. We are where they can have a conversation with a friend. Someone
who shares their goals, their experiences, their neighborhoods. This is where they
find a community of people just like them, committed to their financial success.
Foundations that unify all our
employees in a shared vision of the
Credit Union, keeping us connected,
motivated, and focused.
Brand Purpose
Our shared vision; an aspirational statement of what we’re striving to become.
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Our story began in 1934 with the formation of a credit union for teachers
and administrators. The heritage of supporting teachers and educators, and
helping them and their families to sustain and prosper, is something we take
pride in and inspiration from.
While we have grown and expanded as an organization over the years, we
now serve everyone in the DFW area, our values and purpose have remained
the same: To be relevant, trusted, respected, and financially sound.
We believe that one of our most important responsibilities, is how we treat
people. It’s critical in helping build trust and respect for our Credit Union.
That’s why we’re focused on supporting the many communities we serve,
through charitable giving, employee volunteering, and financial literacy.
And doesn’t stop there, we’re committed to appreciating our employees
and celebrate their successes. Without you, none of our success would be
possible.
Organization Purpose Our Vision
People Products Passion+ +
Tirelessly making a difference in the lives of our Team, Members, and Communities.
Helping deliver on our promise of convenience, reliability, and value to our Members.
Living our Core Values every day; Above and Beyond, Partners in Action, Be Accountable, and Continuously Improve.
Promise Our Vision
To be Relevant, Trusted, Respected, and Financially Sound.Organization Purpose
Why we exist; a grounded statement about what we are and what we stand for.
Brand Promise
How we behave and how we act; our goals and commitment.
A Better Way of Banking®
This is our promise to every Member. That they can trust we will deliver a Better Way of
Banking. Better experiences. Better service. Better lives.
Our approach to making sure that we are committed and focused on that promise, is
captured in The Three P’s:
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Offerings Our Vision
Serving our Members
Reasons to Believe Our Vision
It’s important that our Member’s believe in our ability to deliver on our
commitments. This builds the trust required for them to count us being their
primary financial providor. Here are the functional pillars that enable Members to
believe in our brand:
• Going above and beyond
• Being partners in action
• Being accountable
• Continuously improving
Building our Member’s trust and loyalty
Our Member’s have expectations for their financial institution, and our focus is on
meeting those and more. Here are the core values we promise to deliver:
• We build lifelong relationships with our Members.
• We strive to improve our Members’ financial well-being.
• We provide best-of-class service and convenience.
• We are good stewards of our Members’ resources.
Brand Offerings
What we offer our
Members; our values.
Reasons to Believe
Functional pillars that enable us to deliver our offerings; our truths.
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– Position
– Pitch
– Tagline
– Personality
– Voice
Sending a consistent and controlled
message of who we are is essential
to presenting a strong, unified
image of our Credit Union.
02 Our Voice
Position Our Voice
“People don’t always remember what you say or even what you do, but they always remember how you made them feel.”
— Maya Angelou
Brand Position
Sets the tone for who you are and what you stand for, your differentiator, and competitive advantage.
On the surface, EECU seems like every other financial institutions that offers
checking and saving accounts, credit and debit cards, auto loans and mortgages;
however, if you look closer, you’ll see many differences.
To begin with EECU is a credit union – a not-for-profit cooperative that returns
profits to our members in the form of better rates and fewer or no fees. But
what really separates EECU is our commitment to delivering value, focus on
supporting our community, and delivering a faster, friendlier personalized
experience that truly reflects the EECU difference!
How we differ
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Pitch Our Voice
Tagline Our Voice
Brand PItch
A brief introduction; a memorable description of the institution, what you do, and how you help your customers.
Brand Tagline
The succinct promise you make to our Members.
In a nutshell…
EECU is a financial
institution committed to
delivering value, supporting
our community, and
providing a faster, friendlier
personalized experience.
Our tagline is a registered trademark that is used carefuly, both for brand and legal
purposes. It’s important we adhere to the following rules when using it:
• The tagline must never be altered or modified.
• Always include the registered trademark symbol after the tagline: ®
• The tagline must stand alone, and never used in a sentence or combined with any graphic mark, included the EECU logo.
• It is always formatted in italics.
• Always capitilize the first letter, and only the first letter, of each word, except for “of”.
For questions on usage, contact the EECU Marketing Department.
A Better Way of Banking®
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Personality Our Voice
Voice Our Voice
– Approachable
– Knowledgeable (Experts in our Field)
– Courteous
– Professional
– Reliable
We speak as an authority on our subject with a passion for what we do, but are not
overly enthusiastic or aloof.
We are sensitive to the limited financial knowledge our audience may have; we don’t
contain institutional or technical details. Neither enthusiastic nor matter-of-fact: we
convey a sense of empathy, and do not appear overly emotional.
We speak as though we are in a conversation with an engaged friend, not preaching to
a disinterested stranger.
We do not shout, or talk down to our audience. We may be witty, when appropriate,
and always reflect a level of professionalism expected of conversations on financial
matters.
We should always define the value our products and services bring to our Members
and their lives.
A caring friend in-the-know on finances Brand Voice
The tone of messaging used across channels.
Brand Personality
What makes the Credit Union human in the eyes of Members and prospects.
How we would like to be remembered
Our Members and community should think the following when “EECU” comes up
in conversation:
– Reputable
– Helpful
– A Resource
– Financially Sound
– Philanthropic
– Always Strives for Excellence
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– Logo & Logomark
– Color Palette
– Typography
– Imagery
– Iconography
03 Our Visuals
These visual guidelines reflect EECU’s
commitment to quality, consistency
and style. The EECU brand’s identifying
elements are valuable company assets.
Each of us is responsible for protecting
the Credit Union’s interests by preventing
unauthorized or incorrect use of the
EECU name and marks.
The Forward E is our new brand logo mark.
It is an identity icon with a shape that suggests the E in our name, and is simple, fresh,
and forward-thinking. It embraces the heritage of past logos, while pointing forward.
The mark consists of four elements: a left bracket and three horizontal bars. The left
bracket is our base. It is knowing where we came from and who we are. The three
horizontal bars, of equal length, represent the three groups we serve: our Members,
each other, and our community.
Together, the three bars are leaning forward to suggest that we are always forming,
always becoming better and stronger, and always committed to helping our Members
achieve better financial futures. With a strong base and a great community we are
ready to meet any of the challenges our future may bring.
The Forward E
Logo & Logomark Our Visuals
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Forward E Logotype
Logotype
Logotype Business Unit
Logo & Logomark
Our logo system consists of three elements and three assembly scenarios.
Overview
Brandmark
Our brandmark is the combination
of our new Forward E mark with
our logotype.
Sub Brand Badge
The Sub Brand Badge is the
combination of the logotype
and the designation of a select
business unit. The Forward E is
never included in this arrangement.
Logotype
When our name occurs alone it is our
logotype which we refer to as our “Naked
Logo.” It occurs with no additional marks
or subbrand title. It is our name in capital
letters with no embellishments.
These are our sub brands:
• Investment & Retirement
Services
• Mortgage Services
• Insurance Services
• Business Services
Our Visuals
Logo & Logomark
Use only the approved
logo artwork and Sub
Brand Badge lockups.
Place the logos with
clear separation from
other elements. Use
the reverse version
of the logo when
placed on darker
backgrounds.
Don’t change the
color or alter the
logo artwork in any
way. Ensure there is
clear space around
the logo and balance
the size of it with
other elements. Don’t
create new Sub Brand
Badges.
Do’s & Don’ts
We are proud of our history and excited about our future.
We are proud of our history and excited about our future. MARKETING
TEAM
Our Visuals
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Color Palette
Our color palette consists of a range of tones of blue and gray. Our primary and secondary colors can be shared between all lines of business and are intended for creating engaging and consistent visual communications.
Our Visuals
Typography
Examples of Typography Use
Our Visuals
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789—?!@$%&
Museo Sans Font Family
Print/Web
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789—?!@$%&
Calibri Font Family
System Compatible Fonts
This is the detail copy and contains third level information. A viewer is only reading this if the first and second level messages engaged them and are interested to learn more.
Body Copy (Details) Museo Sans 300
This is the second level headline within the messaging.
Sub-head (Heading Within Copy) Museo Sans 700
This is the first level primary message and statement.
Headline (Key Message) Museo Sans 300
EECU Brand Blue (Primary blue)
EECU Brand Dark Blue (Also used for the “EECU Community Foundation.”)
EECU Action Blue
EECU Investment Services Blue
EECU Mortgage Services Blue
EECU Business Services Blue
EECU Holiday Red—Usage of red always has to be approved by the Marketing Department. When holiday red is used, we try to completely avoid blue in order to avoid confusion by using “Patriotic” red, white & blue during the holidays.
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Imagery
When overlaying the
logo on images, maintain
contrast for legibility.
Logo Use on Imagery
Our Visuals
Use photography that expresses a non-choreographed moment with real emotion. Images should have a clear focus, not a lot of subordinate or competing information, and it should feel as though it is part of a larger scene. The images should be able to work in a series and join well, and not be too overcrowded or complete.
“As a general rule we want great photography of affective moments and scenes.”
Thin Line Icons
Iconography
Illustrative Icons
Use only in the specified swatches below. Use cyan and black for light backgrounds or reversed to white on dark backgrounds.
These icons make use of solid colors and more dynamic shapes. Only the specified swatches below may be used to create this style.
Our Visuals
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– Stationery
– Signatures
– Gear & Uniforms
– Financial Centers
– Showcase
– Questions
04 Brand in Use
Our appearance, mindset, and actions
are a direct representation of our brand.
Our printed materials, digital presence,
and advertisements may brag about
how great we are, but it’s our employees
who prove our greatness through their
day-to-day interactions with their fellow
employees, stakeholders, and Members.
As a financial institution, letterhead helps
establish trust as Members instantly
recognize “official” forms of communication
that could contain important and/or valuable
information.
Letters, statements, publicity folders,
envelopes, and invoices should support our
cohesive and recognizable corporate identity.
The public should be able to instantly identify
official correspondence by spotting the
EECU logo promptly.
Our business cards have been carefully
designed to build on the excitement related
to the launch of our new look & feel while
establishing that immediate impression of
professionalism upon receipt.
Stationery Brand in Use
Letterhead, Envelopes, and Folders can be ordered through EECU’s mail services department.
Business cards may be ordered through the EECU Human Resources department.
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Signatures Brand in Use
Generic Signature
Michael Miller Financial Center Lead (817) 882-0123
Women’s PoloMen’s Polo
Gear & Uniforms
Short & Long Sleeve Shirts
Please refer to the EECU Employee Handbook for complete dress code requirements.
Brand in Use
Women’s Long-SleeveMen’s Long-Sleeve
Name Tag Silver Border
Epoxy Coating
Name Tags
Front line staff Members each receive one
magnetic name tag. It should be worn on right
side of shirt, blouse, or blazer. It should never
cover the EECU logo or brandmark that is
embroidered onto apparel.
New and replacement name tags can
be requested through the EECU Human
Resources department.
In an effort to remain one brand with one voice, we have
simplified our email signatures. This ensures that the
email signature will look the same across the Credit Union.
Please follow the specified font, text size, and colors.
• All text should be in the system compatible font
typeface, Calibri. This is to ensure consistency across all
digital platforms.
• Phone numbers should consist of numbers with
parentheses around area code, space, and hyphen in
order to be readable across all mobile platforms.
If the IT department has not preloaded these signatures
into your Outlook, please contact your team leader to
assist you.
Mortgage Associate Signature
Deborah Williams Senior Manager, MLO Main: (817) 882-3210 NMLS # 012345 EECU NMLS # 543210
NOTE: Any variations outside of these require approval from the Marketing Department
Calibri Bold, 11 pt
Calibri Regular, 11 pt
Calibri Bold, 11 pt
Calibri Regular, 11 pt
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Financial Centers Brand in Use
Posters
Showcase Brand in Use
Video Wall
Signage Marquee Sign ATMs Our Financial Centers are where we meet our Members and deliver
solutions designed to better their lives. It is where conversations
happen.
When a Member decides to enter a Financial Center, they are seeking
something personal and they enter with expectations on how we will
serve them. Our job is to exceed those expectations.
Here are simple ways we make things Better:
- Our Financial Centers are welcoming. They are clean, open, and
fresh. A comforting, stress-free environment. There is no clutter.
Surfaces are kept clear, everything put away. We don’t layout flyers or
phamplets. Information is provided digitally, or printed on demand.
- We greet Members at the door with a friendly smile. We ask how we
can help them. We show confidence in our ability to take care of them.
- We’re approachable, inviting, and friendly. We never sit, turn our
backs on the Member, or engage in private conversations with other
employees. We want to begin conversations.
- We look for opportunities to help. We ask about them as a person
and their lives. These are when Happy Accidents can occur. When you
discover a need, that we can help.
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Showcase Brand in Use
If you have any questions or need brand or marketing support, please contact:
JAMES FORD Director, Brand Management & Creative Design
EECU Marketing Department
(817) 882-0212
1617 W 7th St Fort Worth, Texas 76102 eecu.org
Questions? Brand in Use
The EECU brand, including the logo, name, colors, and
identifying elements, are valuable assets.
Each of us is responsible for bringing the brand to life and
for protecting the Credit Union’s interests by preventing
unauthorized or incorrect use of the EECU name and
marks.
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Debit & Credit Cards
Flyers & Postcards
Website
Email Template
EECU Employee Brand Guide | For Internal Use Only32
© EECU
