(Est. 1936, previously “New Mexico Educators Federal Credit Union”) “Nusenda Credit Union is a federally chartered credit union headquartered in Albuquerque, New Mexico and regulated under the authority of the National Credit Union Administration (NCUA). Nusenda Credit Union is the largest credit union by membership in New Mexico. As of 2015, Nusenda Credit Union had more than $1.5 billion in assets, more than 150,000 members, and 16 branches from Taos to Socorro. Nusenda Credit Union serves employees of educational institutions, along with more than 400 other local businesses, systems, and organizations, operating under multiple common bonds. […] Services include a full suite of personal financial savings, checking, and lending products, as well as a variety of online access tools. The credit union also offers mortgage services, business services, and investment services.”
The Brand Consultancy (Washington DC)
Images (opinion after)
It's too bad that neither client nor design firm asked the genie that came out of the old logo's lamp for an awesome name and logo. The old surely was old and weird and the name was long and unwieldy but in terms of clarity and leaving no room for FAQs, it was a solid bit of identity. The new name and logo, on the other hand, yield nothing but questions: What does the green wave mean? What does it represent? What does Nusenda mean? (Spoiler: it's a made-up word). This is a very, very odd approach for what appears to be a rather conventional and modest financial institution, going for something that is very ambiguous and sounds (and looks) like anything from a prescription drug to a weird new spa treatment where butterflies cleanse the soles of your feet. Execution-wise the green banner thing is as generic, meaningless, and unappealing as it gets. The wordmark… hey, it doesn't totally suck, so good news there. Just… very weird.
Thanks to Cmkg for the tip.