Branding ID of Credit Union
Moving from HCTA
Federal Credit Union to Howard
County Education Federal Credit Union
In December 2011,
the HCTA Federal Credit Union petitioned NCUA to expand our charter from a Single
Common Bond Charter to a Multiple Common Bond Charter. This allows us to offer membership to other
entities in Howard County who are in some way affiliated with schools. Our first new membership group was the High
School Students of HCPSS, beginning January 2012.
Our name HCTA FCU
which originally stood for Howard County Teachers Association Federal Credit
Union, and more recently was referred to only as HCTA (standing for really
nothing) had become outdated and confusing.
We wanted the name of the CU to reflect our new membership opportunities
and be easily recognizable. After
looking at a number of options the Brand ID Committee chose Howard County
Education Federal Credit Union. It was
simple and to the point. It encompassed
all of the groups that we are eligible to bring in without exclusions.
The logo design of the
little Bee came from a contest that we had run to name our new Online banking
product. The “Bee OnTime” was chosen and
we designed a little bee with a clock, named Sheila Bee (after the contest
winner) as our Bee OnTime logo. When we
rolled out the Mobile Banking, we chose to use Sheila Bee again with a smart
phone for the Bee Linked logo. Since we
had already been using the Sheila Bee icon for two of our products it made
sense to expand the process to include the honeycomb for the overall logo
design. As the icon for the CU Sheila
Bee is holding cash.
The Honeycomb design
brings the theme together. The honeycomb
signifies the place where riches (honey for bees, money for members) are stored
and grow for the future. It signifies
home, safety, security, protection and community. We felt that exemplified the concept of the
credit union. The honeycomb design is also in the shape of an “E” to reflect
the word Education in our name.
The colors we chose
to use are gold and green.
Gold: the color of honey and the color of gold coins; reflecting the words –
savings, building the future and security
Green: the color of plants and the color of money; reflecting the words –
future, growth and savings