I was scrolling through my Twitter feed during lunch today, getting caught up on today’s news, when I came across this tweet from a local news source, KXLY, concerning Numerica Credit Union‘s recent rebrand effort:
I’ve seen the new logo and brand on billboards and Spokane transit buses around town the last few weeks. And honestly: I have no idea what it means. I read this entire article to understand Numerica’s rebranding perspective, and even by the end of it I’m still fuzzy. So many questions!
- Why is the logo two different shades of green with a blue dot, and why does it vaguely represent a plant? Are we not printing money on paper anymore to save the earth? Is it the sprout from WALL-E? New life? Rebirth? Global warming?
- Numerica wants to help me “live well”? I mean, I get it wants to help me with my “financial health,” but it wants in on other areas of my life, too? That’s a bit assuming, Numerica.
- Numerica wants to “[represent] well-being and notions of wholeness, growth and community”? What if all I want out of a credit union is for it to keep my money from getting stolen and great interest rates? That’s not really addressed in this statement. Verdict: Disconcerting and vague.
- If the name of your credit union has the majority of the word “America” in it, why didn’t you stick with the red, white, and blue banners from your former logo? You could have rebranded using the same colors. Switching color palettes so drastically is very abrupt and doesn’t flow well as far as maintaining a consistent brand for consumers.
Just by looking at the logo and website makeover, I would think Numerica was a get-rich-quick-work-from-home business. Not a reputable local credit union with good standing in the Spokane community. If Numerica wanted to rebrand its image (which, obviously, they did, because it happened), it should have gone with something that didn’t come saddled with so many questions.
The point of a logo is to make a company’s mission crystal clear in one image, not make it murkier. I like this explanation by the Minnesota Business Magazine:
Whenever there is a major change in company direction or vision, think about your logo. Are you planning an acquisition, a new line of product or services, or a major change in company leadership? It is time to revisit what your logo is currently saying about you, and the business you’re in.
The best logos are evocative, not just literal. They should tell a story. Or augment a story that begins with the company name. Like the FedEx logo. Sure it says FedEx – but it goes one step farther. Have you ever noticed the arrow in the logo? Hope you get the point.
Unfortunately, the new Numerica logo, and even the new tagline (“Life moves. Live well.”), don’t tell a story. If anything, they make an empty fragment of a thought. It was probably a good concept in the beginning, but the original idea probably got lost in translation between rebrand meetings and clashing opinions.
The bottom line is, I shouldn’t have to read an entire article to semi-understand what the point of Numerica’s new look is. It should speak for itself. Unfortunately, it’s not quite there yet.
On a positive note: Minus the overwhelming green tones, the website looks really cleaned up. Nice job.