Arrowhead is a true service-oriented credit union with a well-established internal culture, and many generations of loyal members in and around its home turf of San Bernardino, CA. However, the credit union’s visual identity wasn’t keeping pace with the progressive institution. As Arrowhead looked to attract new members, and re-engage old ones, they sought a new brand and updated messaging to better articulate their identity.
Looking for a total brand refresh, the credit union expected a new logo, tagline, website, collateral, brand guidelines, and an advertising campaign to help announce the brand’s update. Arrowhead is a regional name that has strong equity with the credit union’s audiences. So without changing the name, we were tasked with evolving a logo and brand for the modern consumer.
As a nod to previous iterations of the credit
union’s logo, Adrenaline created an arrowhead in the negative space of the A. The new
logo maintains the tradition of the previous look, but with rounder edges and
brighter colors. It gives Arrowhead a more contemporary presence. The tag line
became a rallying call for the credit union’s dedication to its members and
community using a line system with an “Always H-word.” Always Here, Always
Helpful, Always Hopeful, etc.