Frequently asked questions about
the National Brand Campaign
Important Notice Regarding Use
In order to protect the brand for use by all credit unions CUNA wants to remind credit unions that the
brand is for use by all credit unions and that neither it or any modification of it should be considered
as a potential name for one credit union.
"America's Credit Unions" and the linked hands logo is the national
credit union brand that was introduced by CUNA and has been in use since July 1999 and registered as
a collective membership mark for use by all credit unions in 2001 to show unity and membership in the
credit union system.
CUNA is the owner of the trademark for all components of the
national brand, "America's Credit Unions," linked hands logo and "Where People are Worth More than
Trademarks are proprietary property and, if used by others without a
license, can cause the owner to lose its control and right to protect such property. In order to
maintain the brand's purpose, integrity and ownership, CUNA must monitor its use and prevent uses which
could cause a likelihood of confusion in the marketplace.
Note: Some of the files listed below are in PDF file format. If you have trouble opening these files,
here are some additional instructions.
Downloadable National Brand Campaign Logos for your own use
Examples of National Brand Campaign Signature Usage
View samples with the National Brand Campaign Logo to offer ideas for your own customization.
National Brand Campaign Research Documents
View a variety of reports and summaries regarding the development
and thought process behind the National Brand.
Thanks to the California
Credit Union League for generously sharing its
2004 Reno Cooperative Ad Campaign Study that
tracked the effectiveness of an ongoing advertising campaign in the Reno, Nev. area. The survey, conducted by Strata
Research, measures how the use of the national credit union brand "Public Education," "Comfort Zone," and "Switch" series
of advertisements positively affected consumer awareness of credit unions.
You may also view the results of the 2003 Reno Cooperative Ad Campaign Study
Note: This information is for use by affiliated credit unions and state leagues. Because of the proprietary nature of
the information, an access code is required. If you are an affiliated league or credit union and do not have an access
code you can fill out this form to request access.
Non-affiliated credit unions wishing to obtain this information should call CUNA at (800) 356-9655,
National Brand Campaign Tool Kit
Use these links as a guideline for taking advantage of the National Brand Campaign.