BECU has unveiled a new logo and brand identity, inspired and informed by the not-for-profit’s “commitment to its membership and serving the communities of its members.”

The credit union has already installed the new logo, featuring the letters BECU separated by vertical strokes and surrounded by a rectangular box with a rounded lower-right corner, at its Tukwila headquarters. The rounded corner, meant to accentuate the letter “U” in the company’s acronym, is a subtle acknowledgment of “you,” the members and communities BECU serves.

“BECU’s new logo emphasizes our members first and foremost,” said Benson Porter, president and CEO, BECU. “The new visual style builds upon our history and the credit union philosophy of ‘people helping people’ that began more than 80 years ago with our first members.

“For nearly three decades our retiring logo marked a tremendous period of BECU’s deepening engagement with our members’ communities. It’s time to refresh our brand identity to better reflect our member-centric attitude and the significant changes that have occurred in the industry.”