Sentinel Undergoes Brand Refresh

​This credit union will be celebrating their 70th anniversary next year and is unveiling their new logo that embraces their heritage, geography, and culture. 

Sentinel Credit Union is excited to share the next chapter in their story—a brand refresh that marks a significant milestone in their journey, including the unveiling of a new logo. This comes as they are about to celebrate their 70th anniversary in 2025, a testament to their longstanding commitment to serving our members and community.
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Why a Brand Refresh?
In today’s rapidly changing financial landscape, it’s essential to adapt and evolve to meet the needs of a diverse and growing membership. As generational shifts, increased competition, and technological advancements shape the industry, Sentinel recognize the importance of refreshing their brand to stay relevant and impactful.

The Symbolism Behind the New Logo
The new logo is a testament to Sentinel’s rich history and their bright future. It aligns with their brand strategy by encapsulating their values, aspirations, and unique positioning within the financial industry.

Heritage and Geography
The incorporation of the Black Hills Mountain range pays homage to their geographical roots, grounding the brand in the local landscape. This connection to the region’s natural beauty reinforces their commitment to serving the community and reflects their longstanding presence in the area.

Experience and Culture
The inclusion of the eagle, a symbol deeply entrenched in American culture, evokes a sense of tradition, honor, and trust. It resonates with the credit union’s members, many of whom share a proud affiliation with the armed forces. By integrating this symbol, Sentinel reaffirms their respect for our nation’s heritage and their dedication to upholding the values that define our culture.

Aspiration and Innovation
The upward arrows at the crest of the mountains signify a forward-looking approach and relentless pursuit of progress. They reflect a commitment to innovation, growth, and staying ahead of the curve in an ever-evolving financial landscape. The symbolism communicates to their members that they remain rooted in tradition but also poised for a future of continued success and prosperity.

Relationships and Trust
The subtle incorporation of the bomber silhouette underscores Sentinel’s deep-seated relationship with the Air Force community. It serves as a testament to the trust and confidence placed in the credit union by their members, including those who have served our country. This nod to their military connections reinforces their reputation as a reliable and trustworthy financial partner.

Vision and Leadership
The radiant sun at the summit of the mountains represents an aspirational vision for the future. It symbolizes clarity, enlightenment, and the promise of a brighter tomorrow. By positioning themselves as the guiding light in their members’ financial journeys, they reaffirm a commitment to leadership, innovation, and helping members to achieve their goals.

Color Psychology
The chosen colors of deep green, symbolizing trust, stability, and reliability; spring green, representing growth, renewal, and vitality; and vibrant yellow, exuding warmth, positivity, and optimism. Together, these colors form a harmonious palette that embodies Sentinel’s values and aspirations.

“This brand refresh is not just about a new logo; it represents our commitment to evolving, innovating, and progressing to better serve our members and community,” stated Interim CEO Dorothy Voorhees. “As we move forward, we invite both current and new members to join us on this journey, as we work together to build a brighter future for all.”