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PODCAST: Beyond A Logo


MADISON, WI – June 28, 2019 – When it comes to a brand refresh, a new identity entails a new logo, color palette and graphic style. But, it’s all that – and more.

“A new logo is literally the last step, which takes the least amount of time,” says Anne Norman, senior vice president and chief marketing officer at UW Credit Union. “It’s really aligning the internal executive team on the organization’s mission and purpose that is most crucial and most time consuming.”

The $3 billion asset credit union in Madison, Wis., recently unveiled a new brand identity and tagline, “Here For Every You”, built around caring support for members at every step of their life’s journey, Norman says.

The branding process involved a vast amount of time conducting interviews, studying research, testing hypotheses and having strategy discussions that go into building the pieces of the brand.

“You can’t get to the point where you’re talking about elements like color, typeface, and iconography if you don’t have a clear, solid foundation of what you are and who you’re serving,” Norman says. “Without that foundation, it’s really hard to make brand choices.”

Norman talks about UW Credit Union’s brand refresh, advice she has for other credit unions considering a brand refresh, her leadership style, and more in this episode of the CUNA News Podcast, which was recorded at Bloom Bake Shop in Madison, Wis.

You can listen and subscribe to the CUNA News Podcast in Apple’s iTunes Store, Spotify, Google Play, and Stitcher Radio.

UW Credit Union, ranked nationally among the leading U.S. credit unions in different products and services, has more than 250,000 members across 26 locations in the Madison, Milwaukee, Stevens Point, Green Bay, Oshkosh, Whitewater and La Crosse areas in Wisconsin.

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