Combining past and present for a robust future.
Credit Union of New Jersey was incorporated in 1943 to serve State Highway Department employees. Back then, we only offered share savings accounts and personal loans. Now, with more than 75 years of experience under our belts, we have $350 million in assets and we serve nearly 40,000 members from more than 200 organizations, in addition to our original charter group.
In 2017, we realized that as we expanded our field of membership and the products and services we offer—with a special emphasis on a mobile-first experience—it became evident that our existing brand no longer accurately represented the dynamic, forward-thinking financial institution we’ve become. With that in mind, we undertook a year-long process to fully understand our own unique DNA and who our members are and what they’re looking for in a financial partner.
The result of this process is a dynamic new brand launched in August 2018 complete with a new logo, tagline and brand position that more accurately reflect the forward-thinking, innovative and secure financial institution we are.
Within our logo are three integral elements:
- The stars, characterizing aspiration, inspiration and guidance. The multiple stars equate to both unity and strength in numbers.
- The eagle, a majestic bird that embodies longevity and great strength. It is also our nation’s symbol, representing freedom and opportunity.
- The shield, a tool that exemplifies protection and strength, as well as hope, balance and growth.
In other words, our logo represents that Credit Union of New Jersey is the place to go when you need guidance to reach for the stars. Where you can feel safe in following your dreams. Where you can enjoy “The Freedom to Prosper.”
Speaking of, “The Freedom to Prosper”
To stay true to our name and the people we serve, we’ve aligned ourselves with the New Jersey state motto, “Liberty and Prosperity,” which appears on our state flag.
We have always viewed the universal credit union philosophy of “People Helping People” as an honorable mission. To consistently fulfill this mission, all of our resources must be channeled into serving our members and providing them with “freedom” by way of smart financial products, focusing on a “mobile-first” experience through superior member service.
“Prosperity” is a positive word that can be defined by each individual member based on their own financial goals. It resonates with the hard-working spirit of our members who are channeling their efforts into creating a better quality of life.
Therefore, “The Freedom to Prosper” is a brand promise that our entire team is ready, willing and able to help you plan and execute a short, medium and long-term financial strategy, then help you move toward success.