Why are we updating our logo?
We're changing our look - not our mission, core values, or commitment to you, or all of the communities we serve. It's common for brands to update their looks periodically. This is an opportunity to create a fresh look that sets us apart. This update keeps MSUFCU at the forefront of the everchanging financial services industry, reflecting that we offer members and employees fresh and modern services.
Brands must evolve to stay relevant, and MSUFCU is no different. Our current logo was introduced in 1978 when the NCUA approved the Credit Union's application for federal charter, effectively changing our name to MSU Federal Credit Union.
Our new logo is more than a new look. It's a distinctive feature, demonstrating our commitment to explore new ideas and embrace change to better serve our members, aligning our visual aesthetic with our position in the community.
As part of the new logo, we have added an icon - three ascending lines - that eventually, will be able to stand on its own, and be recognized as MSUFCU, without our name being included.
The three lines represent our members, employees, and community. Members and employees achieving their dreams - independently or working together. The icon also represents the flexibility we provide to help set the stage for upward mobility - with support either through self-service or with help from our employees - today and in the future. It also represents that all members - and their journeys and dreams - are unique, and we support each individual.
Does the new logo suggest a change in direction for the Credit Union?
No, our mission, core values, and voice remain the same. We are not changing who we are as a Credit Union, the service we provide to our members, or what we stand for.
Why not switch to the new logo all at once?
Our "dimmer switch" strategy (introducing the new logo as we gradually replace the old logo) is a common and cost-effective measure often undertaken by major companies when updating branding. We've had plans to update our logo for a few years, and have budgeted accordingly. We hoped to release our new look sooner, but took a pause as the COVID-19 pandemic arose to focus our efforts on assisting our members, employees, and communities during a challenging time.
Our digital presence is managed internally, so to effectively balance the change with other priorities, we rebranded much of our digital presence on November 1, but you will also see the dimmer switch approach used digitally. We expect all updates to be complete by March 1, 2022.
When will new logo materials and signage be available at my branch?
Each branch will transition to the new logo one location at a time. The transition includes branch signage, marketing materials, and products available at each location. Stay up to date on transition progress by following @msufcu on Facebook, Instagram, Twitter, and LinkedIn. You can also follow along on the Milestones pages.
On the day of each branch's logo reveal, we will have a celebration with member gifts, treats, and more. Stay tuned for branch event information.
Celebrate with us as we switch to our new logo one branch at a time. On the day each location unveils the new logo, we'll have gifts, treats, photos, and more for our members! Branch logo reveal dates listed below.
Traverse City, U.S. 31 - Monday, November 1, 2021
Headquarters - Monday, November 1, 2021
Traverse City, Union St. - Tuesday, November 2, 2021
Sashabaw - Monday, November 8, 2021
Berkley - Wednesday, November 10, 2021
Ortonville - Tuesday, November 16, 2021
Monroe Center - Tuesday, November 30, 2021
West Side - Thursday, December 2, 2021
Charlotte - Tuesday, December 7, 2021
Mason - Thursday, December 9, 2021
South - Tuesday, December 14, 2021
MSU Union - Wednesday, January 5, 2022
Farm Lane - Friday, January 7, 2022
East Lansing - Monday, January 10, 2022
Holt - Tuesday, January 11, 2022
Downtown Lansing - Thursday, January 13, 2022
Sparrow - Wednesday, January 19, 2022
Marsh - Friday, January 21, 2022
Central Park - Tuesday, January 25, 2022
Meridian Crossing - Thursday, January 27, 2022
When will my debit cards, credit cards, checks, etc. have the new logo on it?
At this time, we have one new card design for each of our Visa Debit Card, and Platinum, Platinum Plus, and Signature Credit Cards available. The designs will be replaced with new card designs. Over time, our new logo will replace the old logo on other card designs, as well.
Card designs that we're phasing out will automatically receive the new card design when it's time for a new card (due to the current card expiring). If you would like to request a new card design sooner than at card expiration, please visit your nearest branch location, call us, or send us an eMessage.
Why is "MSUFCU" lowercase?
Branding decisions are driven more by current culture than by formal grammar and punctuation guidelines. In this regard, the lowercase font conveys and reinforces the same friendly, approachable qualities that are associated with the MSUFCU brand experience. We have been called "MSUFCU" for decades and the new logo boosts the readability of this name by regrouping the letters into a single line and font.
What does the icon symbolize?
As part of the new logo, we have added an icon - three ascending lines - that eventually, will be able to stand on its own, and be recognized as MSUFCU, without our name being included. The three lines represent our members, employees, and community. Members and employees achieving their dreams - independently or working together. The icon also represents the flexibility we provide to help set the stage for upward mobility - with support either through self-service or with help from our employees - today and in the future. It also represents that all members - and their journeys and dreams - are unique, and we support each individual.