The Cornerstone League (formerly known as the Cornerstone Credit Union League) launched its new brand, which includes its service organization Cornerstone Resources (changed from Credit Union Resources), and the Cornerstone Foundation (previously the Cornerstone Credit Union Foundation). The League, its CUSO, and its Foundation are also debuting new logos, which all contain a cube-like icon, unifying the brand while also differentiating each sector by color.
Cornerstone League’s logo will continue to be blue, while Cornerstone Resources’ logo is green, and Cornerstone Foundation’s logo is red. Collateral materials—from business cards and letterhead to newsletter banners—have been updated.
Eighteen months in the making, the rebrand follows a soft launch of Cornerstone League’s new website, which reflects the organization’s new look.
Cornerstone League President and CEO Caroline Willard said the rebrand reflects the organization’s unification of its efforts to provide member value to credit unions.
“Our goal has always been to advocate on behalf of credit unions, empower them with development opportunities, and deliver solutions that help them serve their communities,” said Willard. “This rebrand is representative of the unified efforts of the League, Resources, and the Foundation to provide top-notch service to our members.”
Cornerstone League VP of Marketing and Communications Sylvia Lawson said the rebranding effort strengthens the value propositions for the League, Resources, and the Foundation.
“It may sound counterintuitive, but by creating a differentiation between the League, Resources, and Foundation, we’re strengthening the brand as a whole,” said Lawson. “We’ve struck the perfect balance between shining the spotlight on each component’s unique mission and set of services and unifying the brand under the League umbrella.”
According to Cornerstone Resources Product and Business Development VP Jeff Phillipich, “The unification of our brand is reflective of the way our members see us … as Cornerstone. The value of the products, services, and knowledge that we deliver in our industry and across the nation has helped credit unions sustain their businesses through good times and struggles.”
Phillipich added, “We will continue to provide industry-leading value for all of our existing members and partners as we help them discover what is next for them and the industry, helping ensure they future proof their business to deliver on the promise of ‘people helping people.’”
Cornerstone Foundation Executive Director Courtney Moran stresses the organization’s commitment to credit unions. “While our name and logo are different, our commitment to providing credit unions with tools to enhance their financial capability and educational resources remains the same,” said Moran.