Issuu

Brand Guidelines

Think Pink.

It’s not just a color, it’s a way of doing business at City & County Credit Union – putting your individual needs and dreams at the heart of everything we do.

Empowering You to Do More.

Empowering you to do more in life by providing expert financial guidance and solutions tailored to your needs.

Your Money. Your Rules. Your Life.

Forget the banking rulebook. Your Money. Your Rules. Your Life. We’re here to fuel your unique financial journey, big or small.

Millennial Mom Molly

Molly is a busy, cost-conscious mom (age 26-41) focused on providing the best for her young family. As a millennial, she embraces technology and values convenience in her finances.

What’s Important to Molly

• Getting the best rates, even if it means using multiple institutions

• Convenience through digital banking

• Avoiding banking fees like overdraft charges

More About Molly

Molly’s Financial

Focus

Right now Molly is stretched thin trying to pay off debt, save, and provide for her family.

Her next big goal is saving for college tuition.

Marketing to Molly

• Emphasize digital convenience, mobile apps

• Communicate competitive rates upfront

• Offer guidance on college savings plans

• Highlight fee-free account options

• Make switching simple through online account opening

Molly will be a tough sell to switch institutions entirely. But she can be won over by leading with your best product or service that saves her money or time. Focus on one compelling offer to get her in the door, then prove you can meet more of her financial needs.

Gen Xer Gabrielle

Gabrielle (age 42-57) is an on-the-go career woman focused on preparing for retirement and supporting her family. She values convenience and responsive service.

What’s Important to Gabrielle

• Fast, easy interactions without hassle

• Quick answers when rate shopping or financing

• A convenient digital experience

More About Gabrielle

Gabrielle’s

Financial Focus

Gabrielle is worried about retirement and preparing her kids financially for adulthood. She often feels overlooked by banks.

Marketing

to Gabrielle

• Highlight convenience through digital tools and fast service

• Provide retirement guidance and solutions

• Offer transparency through accessible leadership

• Lead with your most convenient or valuable offer first

• Make bigger financing easy through consultative service

Gabrielle is willing to spread finances across institutions to get the best rates and services. Win her business by showing you can meet her pressing financial needs conveniently.

Gen Alpha Mom Monica

Monica (age 35-45) is a caring parent looking to raise financially responsible teens. She needs engaging resources to teach key money skills.

What’s Important to Monica

• Kid-friendly financial literacy tools

• Resources to guide money talks

• Ways to encourage saving over spending

Monica’s Financial Focus

Monica needs guidance on how to have productive money conversations with her children that impart financial skills in an engaging, age-appropriate way.

Gen Alpha Alec

Alec (age 10-15) is an active, social teen who learns by doing. He seeks financial independence from his parents.

What’s Important to Alec

• Managing his own money

• Simple money tips that empower him

• Fun, hands-on learning

Alec’s Financial Focus

Alec needs money skills presented in a quick, engaging way that relates to his interests like sports and gaming.

Marketing to Monica

• Promote benefits of youth accounts for real-world budgeting

• Highlight parental oversight features like purchase alerts

• Incorporate peer contests and rewards to engage teens

• Get referrals from happy parent customers

• Sponsor relevant school and community events

Monica wants to make vital money skills fun and achievable for her kids. Position teen banking as a solution through digital tools and hands-on learning.

Marketing to Alec

• Use teen influencers and testimonials

• Create social contests and experiences

• Offer points/rewards for participating

• Make it fast and interactive

• Show direct connection to his passions

• Position tools to help Alec afford the brands and experiences he loves

Tap into what matters most to Alec first. Then cast money mastery as the vehicle to help him achieve the lifestyle he wants independently.

More About Monica

Empowering You

Position

City & County Credit Union smashes the banking stereotype.

While others follow rigid norms, we break the mold, tailoring banking to your unique needs and aspirations.

We call it thinking pink: a philosophy of authenticity, empathy, and genuine connection.

We empower you to take control, ditch the “one size fits all” approach, and chart your own financial course.

You set the pace, we help you win the race.

Welcome to banking built for you, built around your life, your rules, your dreams.

Let’s Think Pink and unlock your full financial potential, together.

Brand Core

Mission

To be your trusted financial partner, empowering you to make your money work for your unique life journey.

Vision

A world where everyone feels confident and in control of their finances, free to pursue their dreams without limitations.

Values

Authenticity, respect, transparency, simplicity, and security.

Together, these fuel our commitment to your success, building genuine relationships and providing tailored solutions that unlock your financial potential.

Inspired by Your Dreams, Powered by Our Expertise.

• Collaborate to chart a clear path towards your financial goals

• Deliver clear, transparent advice you can trust

• Offer financial tools and resources that support your holistic health and happiness

• Be an active force for good in the communities we serve

Power Words

• EMPOWERMENT

• FREEDOM

• INDIVIDUALITY

• POSSIBILITIES

• CONFIDENCE

• PASSION

• COMMUNITY

• INCLUSION

• PROGRESS

• HEART

• CREATIVITY

• ADVENTURE

• EXPRESSION

• INSPIRATION

• PURPOSE

Brand Personality

Warm & Approachable

Warm smiles, jargon-free guidance, and open doors welcome you to a trusted financial partnership.

Optimistic & Empowering

Your financial dream team, cheering you on with every step towards your goals.

Solution-Oriented

We leverage our financial expertise to crack the code to your financial success, with personalized solutions and relentless pursuit of your goals.

Community-Focused

More than banking, we’re building stronger communities and brighter futures, together with our members.

Authentically Pink

We celebrate your unique financial journey, offering authentic support and empowering you to rewrite the rules.

We’re Like a Bank, but so Much Better.

Here’s how we ditch the traditional banking mold and empower you to do more with your money:

Member-Owned, Member-Fueled

City & County Credit Union is owned by you, our memberowners. Your voice matters, your vote counts, and your financial well-being drives everything we do.

Not-for-Profit

Every penny earned goes back to members in the form of better rates, lower fees, and cutting-edge financial tools.

Common Ground

Together, we support local businesses, champion financial literacy, and build a brighter future for the communities we serve.

Insured & Protected

Your deposits are safe, sound, and doubly insured up to $500,000 with NCUA and ESI protection.

Perks & Benefits

Unlock a treasure chest of exclusive benefits, discounts, events, and financial resources beyond just banking.

Brand Messaging Toolkit

Headline Bank

• Your Financial Dream Team.

• Make Money Moves, Your Way.

• Break Free From Banking Rules.

• Rewrite the Rules.

• Banking Built Around You, Not Profits.

Copy Bank

• Think Pink doesn’t just stand out, it empowers you to stand out.

• We don’t speak banking jargon, we speak your language.

• Banking should be transparent, personal, and always have your back.

• Invest in your goals, your community, and a brighter future with us.

The 4 Pillars of City & County’s Brand Voice*

Think Pink: Let your personality shine through, embodying our core values.

• Empowering: Foster confidence and support through clear guidance.

• Authentic: Be genuine, transparent, and approachable in all interactions.

• Community-oriented: Highlight shared values and our commitment to building a stronger community.

• Innovative: Embrace fresh perspectives to benefit members.

Write Like You Talk: Keep it conversational and clear.

• Ditch jargon: Use everyday terms and explain acronyms.

• Focus on benefits: Connect offerings to members’ needs and aspirations.

• Be inclusive: Address diverse perspectives and use respectful language.

• Write for readability: Short sentences and paragraphs are key.

What We Are

• Member-owned

• Not-for-profit

• Community-focused

• Innovative

• Empowering

• Authentic

What We Are Not

• Cold, impersonal banks

• Greedy shareholders

• Hidden fees and confusing language

• One-size-fits-all solutions

• Outdated banking stereotypes

Speak With Passion: Show your enthusiasm for empowering members.

• Infuse positive energy Be optimistic and clear in your communication.

• Actively listen: Respond to questions with genuine interest.

• Embrace education: Empower others to make informed financial decisions.

Behave With Authenticity: Live the Think Pink philosophy.

• Treat everyone with respect: Go the extra mile for exceptional service.

• Celebrate diversity: Contribute to a positive community environment.

Remember, you are the voice of City & County Credit Union. Reflect our values and mission in everything you do. Together, let’s rewrite the rules of banking and empower our members to live life on their terms!

*For internal use.

Typography

Title Casing Rules

Gotham Rounded Gotham HTF

Oxford Comma: Yes

H1: Title Case

H2: Title Case

H3: All Caps

Button Copy: All Caps

The primary font for headlines and subheads.

Light

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

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The secondary font for body copy, alternative headlines, captions and small print.

Light

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ABCDEFGHIJKLMNOPQRSTUVWXYZ Book

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ABCDEFGHIJKLMNOPQRSTUVWXYZ Book abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ Medium

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Primary Colors

Secondary Colors

City & County Logo

Updated in 2014, City & County’s logo is a modern and compact version of its old self. The open letter forms of the icon are clearly legible from a distance and radiates a friendly and contemporary appearance.

FORMATS

Horizontal is the preferred format but when space is too restrictive a vertical format can be used.

SAFE ZONE

Ideally the logo will be used on a white background for maximum impact and clarity. Since the logo is used at various scales there is no definitive measurement. As a rule of thumb that safe distance is equivilent to one “C” in all directions.

TWO COLOR

This is the favored application of the logo. The color version of the logo ideally is used on a white or light neutral backgrounds for greatest impact.

VARIATIONS

Care should be taken to ensure that the logo is clearly visible against its background. Using proper contrast (light/dark; saturated/muted) will help the logo stand out.

The logo can be used in white against many different backgrounds and it will be easier to see. The full color logo may not always be the best choice for a given background. If the logo is being used against a photo it may require a slight shadow to provide additional contrast . Avoid using a shadow if it is not necessary.

Mill City Logo

This is the standard logo orientation and should be used whenever possible. The ® trademark symbol can be removed if it is illegible due to size.

FORMATS

A horizontal logo can be used in cases where vertical space is limited, for better readability— e.g. in building signage.

SAFE ZONE

FULL COLOR

This is the favored application of the logo. The color version of the logo ideally is used on a white or light neutral backgrounds for greatest impact.

VARIATIONS

Care should be taken to ensure that the logo is clearly visible against its background. Using proper contrast (light/dark; saturated/muted) will help the logo stand out.

VISUAL IDENTITY

Primary Colors

Secondary Colors

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Your Money. Your Rules.

Your Life.

VISUAL IDENTITY

Elements & Icons

Images can be embellished with honeycomb elements to add shape, color, and curves – this helps achieve an inviting, engaging experience.

Logo icons can be used as an alternative to the full logo if a less distracting or abstract version is called for.

Images

People are the reason we exist. Imagery should capture the diverse range of demographics we serve. Images should feel authentic, candid and unscripted. Models should be engaged not with the camera but with life itself. This authenticity evokes emotions we can all relate to and understand.

Finally, a bank that gets you.