MCU Values

MCU is different. We are a trusted and established not-for-profit cooperative and credit union that prioritizes people over pay and is invested in the financial success of the community. Despite a 100+ year history that is woven into the very fabric of New York City, MCU keeps up with the times and has developed a user-friendly digital environment that makes online banking a breeze for our members.

It’s time to fully embrace this new era by refocusing on the core values and mission of MCU, and by building a brand that reflects those values and will be recognizable to the community as a reputable financial leader and resource.

Logo

Primary Logo

For an established and trusted credit union such as MCU, it’s important that we treat our logo as our most recognizable asset. The MCU logo is bold, strong, and straightforward. It can be used to further build on our brand in a way that respects our legacy.

Primary Logo Jay Blue

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Primary Logo White

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Shortened Logo

The shortened logo should only be used in cases where the logo is too small for the tagline to be legible.

Shortened Logo Jay Blue

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Shortened Logo White

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Clear Space & Sizing

When placing content near the logo we should allow for a necessary amount of clear space around the logo to avoid crowding.

This clear space can be measured by the height of the ‘M’ element in the logo and positioning it to the top, left, right and bottom of the full logo mark.

As for sizing, the full MCU logo should never be displayed smaller than 160px wide so the ‘Municipal Credit Union’ remains legible.

If needed, the tagline can be dropped off of the logo and the reduced logo can be used no smaller than 100px wide.

Colors

Primary Palette

The primary colors are Jay Blue, Courtlant Black, and East Gray. These colors will make up about 70% of all color you see in the MCU brand.

Jay Blue

HEX: #003087

CMYK: 100 91 17 6

RGB: 0 48 135

PMS: 287 C

Courtlandt Black

HEX: #1D1E18

CMYK: 70 63 70 77

RGB: 29 30 24

PMS: Neutral Black C

East Gray

HEX: #7D869C

CMYK: 55 43 27 2

RGB: 125 134 156

PMS: 7544 C

Secondary Palette

The secondary colors are Bryant Green, Morningside Blue, Tompkins Red, and Central Yellow. These colors will make up about 30% of all color you see in the MCU brand. They should be used with restraint, as pops of color throughout a design, but never dominate the piece.

Bryant Green

HEX: #26A96C

CMYK: 100 91 17 6

RGB: 38 169 108

PMS: 3405 C

Morningside Blue

HEX: #47D7D7

CMYK: 58 0 22 0

RGB: 71 215 215

PMS: PMS 3105 C

Tompkins Red

HEX: #D1495B

CMYK: 100 91 17 6

RGB: 0 48 135

PMS: 198 C

Central Yellow

HEX: #F2AF29

CMYK: 4 34 96 0

RGB: 242 175 41

PMS: 143 C

Typography

Work Sans

For the main typeface, we chose Work Sans — designed by Wei Huang, a type designer from Australia.

Work Sans

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Plus Jakarta Sans

Plus Jakarta Sans is a fresh take on geometric sans serif styles, designed by Gumpita Rahayu from Tokotype.

Plus Jakarta Sans

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Open Sans Condensed

Open Sans Condensed is a basic, sans-serif font designed by Steve Matteson. We use this simple font for legal copy.

Open Sans Condensed

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Photography

People

Images must:

Be bright and positive: Apply the photography treatment process to dark or low contrast images.

Be diverse: It’s very important for MCU imagery to show a range of ethnicities, races, genders, ages, NYC neighborhoods, stages of financial life, etc. Always keep diversity and accurately representing the MCU member base in mind when choosing subjects for photography.

Be genuine: We’d like to stay away from stock images that depict people who are overly expressive or doctored-up. We want to show real people with positive but natural and organic expressions or poses. Folks who look like they could actually be an MCU member.

Places

Images must:

Be bright and positive: Apply the photography treatment process to dark or low contrast images.

Be genuine: We want to make sure to show real places where members exist — not just well-known tourist attractions or business centers or cityscape images. Show community hubs and centers and places of historical or cultural significance. Keep the imagery grounded (literally). We don’t want images of skyscrapers from a worm’s eye view. Keeping the camera on the ground, with the people, helps to emphasize community over corporations. NYC is also more than just buildings. To capture the life of the city, we can choose photography of skylines, transportation, restaurants, night life, and entertainment.

Actions

Images must:

Be bright and positive: Apply the photography treatment process to dark or low contrast images.

Be energetic: Keep in mind when choosing imagery that we want to show people making banking actions with purpose, energy, and drive. Not just drab images of calculators or bank cards.

Be representative of both digital and traditional banking: MCU is moving towards refining their digital services, but we don’t want to only present mobile and online services. We want to strike a balance between digital and traditional branch services.