Celebrating Kentucky roots. Honoring a proud university. And welcoming an entire state.
In Kentucky, blue is more than a color. It's a point of pride. And for UK Credit Union, it's a powerful connection to a community and a legacy that stretches back to 1937.
But UK Credit Union's story goes well beyond the University of Kentucky. Membership is open to Kentuckians across the state, regardless of where they went to school or which team they cheer for.
Strum's challenge was to create a brand that embraced the credit union's unmistakable Kentucky heritage while establishing an identity all its own. One that felt proud and familiar, yet distinctive from university athletics. And one that made it clear that UK Credit Union is here for everyone.
Rooted in what matters.
We began by defining a brand strategy grounded in the credit union's commitment to its members and the communities it serves.
Built around the brand essence "Rooted in Real," the strategy celebrates an institution that's genuine, passionate, and proudly Kentucky. Its promise is simple: helping people across the state do more than get by — helping them get ahead.
That thinking led to a brand voice that's confident, approachable, and full of character. And a tagline that says everything in just three words:
For all y'all.
It's both a declaration of Kentucky pride and an open invitation to everyone who calls the Commonwealth home.
An iconic new take on UK.
The redesigned logo transforms the familiar UK initials into something entirely original. A single, continuous line bends and curves to create a striking, abstract monogram that's equal parts letterform and graphic symbol.
Bold, clean, and instantly recognizable, the mark gives UK Credit Union an identity it can truly own. Paired with a friendly lowercase wordmark, it balances strength with approachability.
The flexible system allows the monogram to stand on its own or work alongside the full name, creating a memorable brand signature across everything from digital experiences to signage and apparel.
Born to be blue.
There was never any question that blue would lead the way. The opportunity was to make it unmistakably UK Credit Union's own.
Our new visual identity builds on iconic Kentucky Blue, expanding it into a rich spectrum of blues that creates depth, energy, and dimension. Unexpected pops of Pasture Green add a fresh accent.
Expressive typography, authentic photography, and gritty halftone illustrations bring the system to life. Horses, landscapes, and familiar Kentucky imagery add a sense of place without relying on traditional collegiate or athletic design cues.
The result is a brand that's confident without being corporate, spirited without being sporty, and unmistakably Kentucky without being exclusively university.
A brand for the whole Commonwealth.
The new UK Credit Union identity celebrates where the organization came from while making room for everyone it serves today.
It's a brand built to honor tradition, express a distinctive personality, and connect with new generations of members. A brand that's proudly Kentucky, refreshingly original, and ready to stand on its own.
True blue. For all y'all.
