November 2002 Volume 83 Number 11 "serving the protectors"

Over the next few months, you’ll notice some changes to the look of PCU’s stationery, brochures and signage. It’s all part of a plan to present members with a fresh modern brand for the Credit Union.

Ongoing research and member feedback has confirmed the need for the Credit Union to revitalize and reinvigorate its current brand, while retaining the integrity of its past. The Credit Union also recognizes that its future success in attracting the new generation of patronage requires the support of a compelling, yet simple and powerful message people recognize and respect.

The PCU shield, with the familiar police chequerboard is staying, but has been redesigned to give it a more modern look. Diana Robertson, director Guerilla Advertising – which carried out the redesign work – said the branding change was intended to give the Credit Union a more contemporary feel.

“We needed to retain the shield as an important reflection of the police membership, so we developed the design based on what we could glean of the Police Credit Union character. The design reflects the image of the PCU, with its traditional family values and conservative but progressive approach,” Diana said.

“It is a new look, a lot more vibrant and modern, and people will feel positive about the Credit Union’s ability to move with the times.”

At the official launch of the new design, PCU’s chairman, Peter Graham, said: “We are tremendously excited about the new brand; it reflects the capacity of the Credit Union team to understand and empathize with changing times, yet maintain our current and historical foundations which continue to serve us well.”

He added that the decision to modernize the Credit Union’s brand image “is not a sign that we are going to change the culture of the organization”.

“We remain extremely focused on delivering high levels of service to our membership,” Mr Graham said at the launch. “Our new image reflects this ethos and seeks to project a friendly, accessible yet innovative and professional look and feel. It will serve us into the future.”

Maintaining the blue and white chequerboard pattern on the brand’s shield was important, because it acknowledged the Credit Union’s core, foundation membership, he said.

PCU’s new branding is more modern, with a 3-D effect. The lighter typeface is a lot fresher, and helps make the credit union look more accessible.

“The image we needed to project is modern, professional and personable. We are confident our new design achieves all of this,” Mr Graham said.

“Everything will look the same, feel the same, speak with the same voice.”

Watch out for PCU’s new branding appearing during the next few months on your statements, at branches, and on the Credit Union’s brochures. The Credit Union’s stationery has been brightened up and, over the next six months, the new designs will be phased in on signage, brochures, business cards, letterheads, credit cards and even PCU’s automatic teller machines. The gradual introduction will mean that we will have both logos on display for a while, but this will be a cost-saving to us as we won’t be wasting existing stocks.

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