This site is dedicated to the education and proper usage of the Credit Union of New Jersey brand. The following pages will review correct and incorrect usage and provide examples of how best to showcase this brand across all assets.
The purpose of Credit Union of New Jersey is that members have the knowledge and ability to control their financial lives at a competitive cost. As a credit union member, you’re also an owner of the credit union. You can benefit from:
-Low-rate loans
-Higher dividend rates
-Low-cost services, like our no-fee checking account
-Voting at the annual meeting
We believe that our members deserve the most competitive rates and the finest services available in a progressive financial institution that is safe and convenient. Every service has been designed around the needs of our members. Helping you to maximize your money is our sole purpose. From the moment you walk through the door, you'll feel the difference at Credit Union of New Jersey.
Color can be a vital element to many brands. Credit Union of New Jersey uses a simple, bold color palette only consisting of 11 colors. These bold colors typically are used as the backdrop for large groups of copy or bold headlines.
Check out brand posters here for good uses of color.
This is a good example of the Color Bar in use.
Good example of brand colors in action.
Besides the obvious, like logo and tagline, the font you put in front of your members also says a lot. The font represents Credit Union of New Jersey in a non-spoken, almost involuntary, way without members even realizing it. And that’s a good thing, because if they’re not realizing it, then we’ve most likely chosen the right font.
When a brand identity is created, a consistent set of fonts should be incorporated—each with a specific purpose. Typography allows us to build an atmosphere and create a personality—modern, vintage, romantic, shy or tough—just by choosing the right typeface and arranging it powerfully.
Typography is an integral component of the brand identity.
With every brand, there’s a correct way to use it and an incorrect way. On this page, we’ve called out specific examples of how not to display the Credit Union of New Jersey name, logo and/or its components—the shield, wordmark and tagline.
The logo, regardless of version, should never be used without the shield icon.
The shield icon should never be used without the Credit Union of New Jersey text to accompany it. It should also never be used in a non-brand color.
The logo should never be used within a circle to create a circular version of the logo.
As for gradients, they’re neat, but they’re not a part of the brand.
The logo should always be used on a solid color background, never two-tone or multiple colored backgrounds.
The logo should never be used with a background gradient.
Photos are a large part of the Credit Union of New Jersey brand. They give us the opportunity to portray members in action, enjoying the freedom to prosper. But with such an emphasis on photos, we need to be certain that we’re using the right ones—showcasing the brand in an authentic way.
Appropriate Photo Style: The photos showcased here represent the brand in an accurate way. They show us real people doing real things—nothing staged. The subjects are authentic and give the reader a sense of emotion they can relate to.
The photos themselves have depth, strong use of color, good composition, and balanced lighting. They almost seem as if you’re standing right there with the subject. These are all important elements when selecting brand photos and should be considered before purchasing any stock photos.
Inappropriate Photo Style: The photos showcased here falsely represent the brand. The subjects we see appear staged and inauthentic like we grabbed them from a generic stock site (which we did). The photos lack depth, emotion, and come off as unreliable to the viewer. Avoiding photos like these is crucial.
Here are some other rules when selecting photos:
There are many printed assets to the Credit Union of New Jersey brand. From envelopes and business cards to new member booklets and stationary—each element should be consistent with the rest.
The following are some examples of what these pieces should look like.
