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Heartland Credit Union Association Unveils New Brand

While Heartland Credit Union Association has been operating as one organization since January 1, 2016, the Association has been working to build a new brand identity, one that represents both Kansas and Missouri and conveys trust, cooperation and growth.

HCUA unveiled its new look to Board members and staff last week. Member credit unions in Kansas and Missouri received an email earlier today with a special brand video, and links to the HCUA website and social properties.

A collection of dots of varying sizes make up the graphical component of the logo, symbolizing the individual credit unions and the collaboration of the credit union industry working as one unit. The blue variation signifies trust, loyalty and strength, while the green indicates stability, innovation and growth. The tagline “Making It Happen. Together™” can have many meanings. It speaks to both the partnership between Kansas and Missouri Associations, as well as the commitment the association has to credit unions and the cooperative nature of credit unions at large.
 
“The variations of blue and green gives Heartland a contemporary look, with bright and fresh colors,” said Marla Marsh, Co-President of Heartland Credit Union Association. “Making it happen, together, speaks volumes to the way credit unions operate, in partnership with their members, our trade association, their community and the credit union industry as a whole.” 
 
Dovetail, a St. Louis specialized branding and communications agency created the logo and brand identity. 
 
“Dovetail’s knowledge in associations and the credit union industry made them an ideal partner,” said Don Cohenour, Co-President of Heartland Credit Union Association. “After extensive research and conducting interviews with staff, board members and credit unions, Dovetail was able to develop a modern look for our organization.”  Cohenour, Co-President of Heartland Credit Union Association. “After extensive research and conducting interviews with staff, board members and credit unions, Dovetail was able to develop a modern look for our organization.”
 
HCUA employs 45 staff members in five locations throughout Kansas and Missouri. HCUA represents 214 credit unions and more than 2.1 million credit union members in Kansas and Missouri. 

About Heartland Credit Union Association

The Heartland Credit Union Association is the not-for-profit trade association for credit unions in Kansas and Missouri. HCUA is the result of a consolidation of the Kansas Credit Union Association and the Missouri Credit Union Association, which member credit unions approved in October 2015. HCUA provides services and support to meet the leadership, advocacy, education and financial service needs of more than 214 credit unions in Kansas and Missouri.

Connect with Heartland Credit Union Association on social:

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HCUA Advocacy social media accounts:

Facebook |  Twitter

HCUA Compliance social media account:

Twitter