Brand Style Guide Updated November 2023 Version 1
Welcome
Southwest Airlines Federal Credit Union was started on September 22, 1975, with 222 members and $29,119 in assets. We started out strong and have continued steady growth ever since!
In the beginning, the credit union was run by Southwest Airlines employees out of their personal offices at the headquarters in Dallas, Texas. By the
end of the first year, a table and phone were added to the credit union's asset column. The first SWACU Branch was a file room that was converted in
order to have a designated location. (We were hitting the big time!) Things were moving along pretty well, and by the end of 1980 we cleared the $1 million hurdle with one full-time and two part-time employees.
By the time our tenth birthday rolled around, the credit union's asset size had swelled to $13 million dollars with 4,127 members. It was time to move
out on our own, leaving the comfy confines of Southwest Airlines offices to our own dedicated location at Dallas’ Love Field.
On January 1, 1988, we became a separate entity of Southwest Airlines. This allowed us to expand our services to other businesses known as Select
Employee Groups. To reflect the change, "employees" was dropped from our name, and we became Southwest Airlines Federal Credit Union.
Through the years, we've added a full array of services beyond our convenient checking and savings accounts, including loans, outstanding credit
card services, online and mobile banking, bill pay, and so much more. Our members enjoy the best available financial services with a personal level of attention that simply can't be found from other financialinstitutions.
What we call ourselves Most popular:
SWACU (pronounced swah-queue or swah-coo)
Southwest Airlines Federal Credit Union (full name) Less popular:
Southwest Airlines Credit Union Southwest Airlines FCU
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Basic Information Contact Information:
(800) 252-5325 toll-free
DALLAS (DAL) BRANCH
(214) 357-5577 text
2430 Shorecrest Dallas, TX 75235
swacu.org
EULESS (HEB) BRANCH
801 W. Euless Blvd Ste. 104 Euless, TX 76040
Social media:
Facebook @swacu
Instagram/Threads @swacu TikTok @swacu
HOUSTON (HOU) BRANCH 8441 Gulf Freeway Ste 103 Houston, TX 77017
Twitter/X @swacu YouTube @swacu LinkedIn @swacu
PHOENIX (PHX) BRANCH 2330 E. Jones Ave Ste 6 Phoenix, AZ 85040
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Our Pupose
.............................................................................................................................................................................................................................................................................
To serve our members to the best of our abilities and help them no matter where they’re at in their financial lives.
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Our Vision
.....................................................................................................................................................................................................................................................................................
Helping you soar to financial success!
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Our Mission
.............................................................................................................................................................................................................................................................................
By leading with respect and compassion, SWACU provides enthusiastic service and trusted financial products that promote the success of our members and employees, allowing their futures to soar to new heights!
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The Visual Elements
Logo
Logo Variations Before starting any project, make sure to evaluate which version of the logo is the most appropriate to use.
Horizontal
Hortizonal + Website
Stacked
Negative Horizontal
Negative Stacked
Icon
Note: The icon should never be used alone, in place of the logo, because it doesn't have enough brand recognition.
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Incorrect Logo Usage Never manipulate the logo in any way. It should always be readable and sized proportionately.
Do not place the logo on background that make it hard to read ore illegibe.
SWACU BRAND STYLE GUIDE
Do not place the logo on a busy background.
Do not condense, distort, or stretch the logo.
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Correct Usage Give the logo breathing room when standing alone. When supporting information is needed, place it underneath the logo (website and phone number).
Spacing of other items and text when using the horizontal logo, must be one icon from each direction.
(800) 262-5325 | swacu.org
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Logo Placement Print The placement of the logo for marketing materials (e.g., print advertising, magazine, packaging etc.) depends on its intent. For printed and most digital materials, the logo should either be centered or right-justified toward the bottom of the design. Digital For emails, the logo is only needed at the top center. Links are clickable and additional information is available in the footer.
Flyer (8.5 x 11 in)
Flyer (8.5 x 11 in)
Website assets do not need the logo. Social media posts should not include the logo. Social media stories can include the logo, if appropriate.
Poster (30 x 30 in)
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Postcard (8.5 x 5 in)
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Color palette The primary colors ensure visual consistency and give the SWACU brand a unique presence and identity. Consistent use of color will help reinforce the SWACU brand.
PRIMARY COLOR PALETTE
The secondary palette can be used to add emphasis or to differentiate elements in graphics such as charts and graphs.
Hex #00274C PMS 5395
Hex #B3CBD8
PMS 5395 30% TINT
Hex #821F28
Hex #FFFFFF
Hex #F4C01E
Hex #C3C3C3
PMS 201
To ensure accurate color representation, follow these guidelines for color usage. For print applications use the CMYK color
SECONDARY COLOR PALETTE
values indicated. For digital applications, use the RGB color values indicated. Hex #1BADFF
SWACU BRAND STYLE GUIDE
Hex #E42D33
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Typography Designated typefaces are used to create a consistent brand image across all communications. Poppins Light and Regular are the preferred brand family typefaces. There should never be more than 3 different fonts used in any design. The primary color for typography in all external, customer communications should be black. When Poppins is not available, Open sans can be used as an alternative.
Poppins Regular
Poppins Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890$%&
1234567890$%&
......................................................................................................................................................... Open Sans Regular
Open Sans Light
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890$%&
1234567890$%&
......................................................................................................................................................... bebas nueue abcdefghijklmnopqrstuvw|}
Bebas Nueue and Anton can be used for headers or
śBCDEFGHIJKLMNOPQRSTUVWXYZ
minimal cases to establish hierarchy.
ËÌÍÎÏÐÑÒÓÊĨĶĻ
In minimal cases, a script font can be used.
abcdefghijklmnopqrstuvwxyz
Anton
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&
......................................................................................................................................................... Mr Dafoe abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&
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Style Guide
Photography Photography should include bold colors with airy lighting. We look for images that include reds and blues, but it’s not mandatory. People should have candid expressions and never feel super posed. When pictures are being posted on social platforms or printed material, there should always be diverse groups of people featured to represent our members and employees (ethnicity, age, gender, etc). Preference to images with wide angles so they can be resized into different assets.
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Iconography Our icons have a fun, modern, monotone appearance and should be used when appropriate. Some examples include: emails, landing pages, and flyers.
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Pattern We don’t have a pattern yet, but will soon. We do currently use the following on a number of designs.
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What We Can’t Use Even though we have the Southwest Airlines name, we can NOT use their direct assets, including any version of their logo, heart icon, exact color pallet, airplanes, Rapid Rewards credit card, liveries, or coined phrases, etc.
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Other
Shirts & Logowear
Graphic t-shirts have the most flexibility when it comes to design. We love something unique that plays on our flavor. The design must be appropriate and legible. Brand colors must be used when “SWACU” or SWACU’s logo is the primary mark. Other colors can be used when fun sayings are the primary design. Graphic t-shirts must always be soft material, like a tri-blend or heather. Preference to the brands: District, Bella & Canvas, Next Level, and Tultex. For polos and jackets, the logo must be placed on the wearer’s left chest or right sleeve to allow for a name tag to be worn on the
ASK ME WHAT I DO
soarin' to financial success
wearer’s right chest.
swacu
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SWAG & More SWAG should always include a variation of the logo, and when appropriate, a fun saying. Colors can vary. For other items that are not swag (gift bags, thank you cards, brand boxes), use the logo.
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Blog Posts & Big Brand Graphics Blog post graphics need a cover photo to be displayed on the website. Choose an image that’s appropriate to the article. In Canva, use the blue filter (Edit Photo > Effects > Duotone > Sea Blue). This can also be used for big brand items, like the mission statement. Blog Post
SWACU BRAND STYLE GUIDE
Mission Statement for Branch TV
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Newsletter The newsletter is 2 pages, and highlights the most important information. It usually includes a blog article, upcoming events, current promotions, and any upcoming branch closures. Throughout the year, it includes specific information relating to the annual meeting, board members, compliance updates, etc.
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QR Code Usage QR codes are a popular call-to-action, and most people are use to using them for an array of different things. We use them on mailers, flyers, postcards, education pieces, inserts, etc. QR Codes should be black with hard corners, especially when multiple are used in one design.
Correct Uses
Incorrect Uses
Multiple QR Codes Used
When 1 QR Code is Used
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Blue
Rounded Edges
Circles
Can add the icon to the QR code, if appropriate. If the design is “too busy” use a version without the icon.
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Business Development Materials Business Development has materials they travel with that are displayed on tables, so members have easy access to learning more. We also co-brand flyers when we get a new SEG, so they can share with their employess. Product Sheet
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Co-Branded Flyer for a SEG
Employee Flyer
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