“Just ’round the Corner”
(Est. 1935, originally Boeing Employees’ Credit Union) “BECU is a not-for-profit credit union owned by its members. Members receive the benefits of ownership through better rates and fewer fees. With more than 1 million members and over $17 billion in assets, BECU is the largest credit union in Washington and one of the top five financial cooperatives in the country. BECU currently operates more than 45 locations in Washington and two financial centers in South Carolina.”
We determined the need to update our logo for a number of practical purposes. Now that we serve more than the Boeing Company, the “E” that stood for employees no longer represents all our members. Also, some of the details of the design limited its legibility in digital environments.
Since everything we are and everything we do revolves around you, our members and employees, the new logo’s rounded corner accentuates the “U.” This subtle yet purposeful design element adds more inclusivity to our brand in an approachable and welcoming manner.
Images (opinion after)
The old logo was so 1980s-tastic the only thing missing was a Patrick Nagel backdrop. That logo really had no business existing beyond 1999. The new logo brings the organization into modern times although it somehow already looks dated. It’s an improvement for sure but there is something really clunky about the execution… the thick lines, the awkward sans serif, the single rounded corner… it’s too buttoned up but not in a good way. I’m also a little baffled at the proportions of the typography: The four letters could have easily been monospaced and would have yielded better spacing but instead you have an extra wide “U” and an “E” with its middle bar uselessly extended. The position of the “B” is also bad; there should be equal space above and to the left of it but instead there is a huge gap that is not even equal on the other side to the right of the “U”. The only way for this logo to have been good or remotely interesting was for it to have perfect graphic execution. It doesn’t. Still, it’s an improvement, particularly in communicating a separation from its origins as a Boeing-only credit union.