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Brand Guidelines
Here, you can find a condensed version of our brand guidelines and links to download our logo and brand assets.
MCU Values
MCU is different. We are a trusted and established not-for-profit cooperative and credit union that prioritizes people over pay and is invested in the financial success of the community. Despite a 100+ year history that is woven into the very fabric of New York City, MCU keeps up with the times and has developed a user-friendly digital environment that makes online banking a breeze for our members.
It’s time to fully embrace this new era by refocusing on the core values and mission of MCU, and by building a brand that reflects those values and will be recognizable to the community as a reputable financial leader and resource.

Design Elements
Logo
Logo
Primary Logo
Shortened Logo
Clear Space & Sizing
When placing content near the logo we should allow for a necessary amount of clear space around the logo to avoid crowding.
This clear space can be measured by the height of the ‘M’ element in the logo and positioning it to the top, left, right and bottom of the full logo mark.
As for sizing, the full MCU logo should never be displayed smaller than 160px wide so the ‘Municipal Credit Union’ remains legible.
If needed, the tagline can be dropped off of the logo and the reduced logo can be used no smaller than 100px wide.

Colors
Colors
Primary Palette
The primary colors are Jay Blue, Courtlant Black, and East Gray. These colors will make up about 70% of all color you see in the MCU brand.
Jay Blue
HEX: #003087
CMYK: 100 91 17 6
RGB: 0 48 135
PMS: 287 C
Courtlandt Black
HEX: #1D1E18
CMYK: 70 63 70 77
RGB: 29 30 24
PMS: Neutral Black C
East Gray
HEX: #7D869C
CMYK: 55 43 27 2
RGB: 125 134 156
PMS: 7544 C
Secondary Palette
The secondary colors are Bryant Green, Morningside Blue, Tompkins Red, and Central Yellow. These colors will make up about 30% of all color you see in the MCU brand. They should be used with restraint, as pops of color throughout a design, but never dominate the piece.
Bryant Green
HEX: #26A96C
CMYK: 100 91 17 6
RGB: 38 169 108
PMS: 3405 C
Morningside Blue
HEX: #47D7D7
CMYK: 58 0 22 0
RGB: 71 215 215
PMS: PMS 3105 C
Tompkins Red
HEX: #D1495B
CMYK: 100 91 17 6
RGB: 0 48 135
PMS: 198 C
Central Yellow
HEX: #F2AF29
CMYK: 4 34 96 0
RGB: 242 175 41
PMS: 143 C
Typography
Typography
Work Sans
Work Sans
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Download Work SansPlus Jakarta Sans
Plus Jakarta Sans
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Download Plus Jakarta SansOpen Sans Condensed
Open Sans Condensed
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Download Open Sans CondensedPhotography
Photography
People
Images must:
Be bright and positive: Apply the photography treatment process to dark or low contrast images.
Be diverse: It’s very important for MCU imagery to show a range of ethnicities, races, genders, ages, NYC neighborhoods, stages of financial life, etc. Always keep diversity and accurately representing the MCU member base in mind when choosing subjects for photography.
Be genuine: We’d like to stay away from stock images that depict people who are overly expressive or doctored-up. We want to show real people with positive but natural and organic expressions or poses. Folks who look like they could actually be an MCU member.

Places
Images must:
Be bright and positive: Apply the photography treatment process to dark or low contrast images.
Be genuine: We want to make sure to show real places where members exist — not just well-known tourist attractions or business centers or cityscape images. Show community hubs and centers and places of historical or cultural significance. Keep the imagery grounded (literally). We don’t want images of skyscrapers from a worm’s eye view. Keeping the camera on the ground, with the people, helps to emphasize community over corporations. NYC is also more than just buildings. To capture the life of the city, we can choose photography of skylines, transportation, restaurants, night life, and entertainment.

Actions
Images must:
Be bright and positive: Apply the photography treatment process to dark or low contrast images.
Be energetic: Keep in mind when choosing imagery that we want to show people making banking actions with purpose, energy, and drive. Not just drab images of calculators or bank cards.
Be representative of both digital and traditional banking: MCU is moving towards refining their digital services, but we don’t want to only present mobile and online services. We want to strike a balance between digital and traditional branch services.

Icons
Icons
The brand icons come in two variations: blue on white backgrounds and white for blue or other dark backgrounds.
MCU Logo Extensions/Branded Programs
MCU Foundation
Logo & Variations
MCU Foundation
Colors
MCU Foundation
The MCU Foundation colors use Jay Blue as a base color and Tompkins Red as a highlight color.
Tompkins Red
HEX: #003087
CMYK: 100 91 17 6
RGB: 0 48 135
PMS: 198 C
Jay Blue
HEX: #003087
CMYK: 100 91 17 6
RGB: 0 48 135
PMS: 287 C
Municipal Wealth Builders
Logo & Variations
Municipal Wealth Builders
Colors
Municipal Wealth Builders
The MCU Foundation colors use Jay Blue as a base color and Bryant Green as a highlight color.
Bryant Green
HEX: #26A96C
CMYK: 100 91 17 6
RGB: 38 169 108
PMS: 3405 C
Jay Blue
HEX: #003087
CMYK: 100 91 17 6
RGB: 0 48 135
PMS: 287 C