The National Credit Union Foundation looked to avian behavior to inspire some elements of its new logo, which appeared for the first time on a newly redesigned website Tuesday.
The new logo has by a field of small dots that form a shape behind the words.
The Foundation said the dots convey the idea of disparate separate elements working together to form a larger whole or serve a larger purpose, representing the cooperation credit unions and the Madison, Wis.-based organization employ every day.
The inspiration for the element came from a natural avian phenomenon, a murmuration, which is what happens when a large flock of starlings moves in unison, according to the Foundation.
"The visual of a murmuration serves as a great metaphor for what the Foundation does," Christopher Morris, the Foundation's director of communications, said. "Through the power of collective action and our supporters' cooperative engagement, we work towards improving the financial lives of people through credit unions. Together, we are truly better and we can't do it alone."
The Foundation said it will also start using "Foundation" as a shorthand for its name and will abandon the NCUF acronym.
"We are starting off the new year with a completely new look," Gigi Hyland, the Foundation's executive director, said. "As the Foundation has grown, this new identity is much more reflective of our philanthropic work in the credit union community. Also, we know credit unions love acronyms, but we realized that 'NCUF' and 'the Foundation' have the same amount of syllables and yet one was much more indicative of who we are."
The website redesign furthers this message as well, the Foundation said, by making the site more mobile friendly, adopting a much cleaner look and more intuitive navigation.
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