Lippincott & Margulies
Creates New Identity for AT&T
Family Federal Credit Union
New Identity Represents the Credit Union's Anticipated Growth Beyond its Traditional Membership Base and Continuing Expansion of Member Services
New York, August 16, 1999
For nearly a half century, AT&T Family Federal Credit Union has been a leader in providing "family-like, affordable and dependable" financial service to tens of thousands of members in six states. Today, the credit union unveiled its bold, new corporate identity as Truliant Federal Credit Union, reflecting its growing diversity of membership while reinforcing the positive values upon which the credit union was founded.
"Our new identity exemplifies how we have grown from serving one company, Western Electric Corporation (now AT&T), to serving members from 380 companies," said Marcus Schaefer, president and CEO of Truliant. "It signals a new era for our business and reflects the substantial growth of the credit union's member services and member base."
The new identity was developed after extensive market research and interviews with the credit union's management and board of directors, according to Kenneth J. Roberts, chairman and CEO of Lippincott & Margulies, the image and identity firm that helped create the new identity.
Lippincott & Margulies worked closely with Truliant to develop the comprehensive identity program, which includes a new corporate name, positioning strategy, logo and visual system. Roberts said that his firm also evaluated a wide range of communications materials to determine how current communications practices could be better leveraged to support the credit union's new identity.
"It was important that the new identity capture the core values and philosophy of the past that made AT&T Family successful as a recognizable industry leader and consumer champion," Roberts added.
"Our challenge was to create a dynamic identity that would reflect the credit union's substantial evolution and position Truliant as an innovative, dependable, stable and reliable provider of financial services," Roberts said.
The name Truliant is a combination of the word "true," meaning genuine, loyal, and honest; and "reliant," meaning dependable, stable and accessible, according to James Bell, senior partner and Truliant project manager. In addition, Bell said that the bold, deep blue typeface of the logo signifies the credit union's strength and stability as "a place where you can trust your nest egg." The letters are open spaced communicating approachability. The emerging sun symbol embodies "an investment for the future."
Currently, Truliant has more than 170,000 members in Florida, Ohio, North Carolina, South Carolina, Tennessee and Virginia. About 25 percent of the membership are AT&T or Lucent employees or family members, and the remainder are from diverse businesses ranging from textile and steel workers to utility workers and truck drivers.
The products and services provided by Truliant include home mortgages, equity loans, savings plans, auto loans, checking accounts, credit and debit cards, online banking and an auto buying service.
The Truliant identity will be incorporated into a wide range of communication materials including publications, products, stationery, bank statements, credit cards, Web site and signage.
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