Clearview Federal Credit Union
Our objective in the creation of this logo was to brand our new video teller machines (VTMs) and set them apart from VTMs at other financial institutions. We wanted to emphasize that the experience of using our VTMs would be inherently convenient and modern, but more importantly, it would be an extension of the friendly, local Clearview experience that our members know and love. We wanted to highlight our brand of excellent personal service, so existing members knew it was here to stay even with the arrival of new technology, and prospective members could learn about our core brand.
Although we have thousands of members living all across the field of membership, the majority of our membership resides in Southwestern Pennsylvania within our 10-county territory. As a community-chartered credit union, we serve members of all ages, backgrounds and income levels, and our charter area includes urban, rural and suburban communities. For this reason, we knew we would have members with varying levels of comfort and familiarity with this type of technology, so we wanted the branding to reflect our existing, service-driven reputation. We wanted the same brand to be conveyed to the community and prospects in the area, so we would grow to be known as a modern, yet people-focused financial institution in the area.