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Foundation.

Bethpage Brand Promise.

Who we are, and what we believe.

Bethpage Federal Credit Union has been serving its members and their communities for over 75 years.

From the time we first opened our doors in 1941, we have kept our promise to continually meet the needs of our members by providing leading products and exceptional service.

We have also maintained our goal of helping our members achieve their dreams of a better life. Caring about what they care about so much that we made it our tagline. And, we are committed to enriching employees’ lives for the same reason – we care about what you care about.®

Vision.

Enriching Lives of our members, employees and communities.

Values.

  • Collaborative
  • Ethical
  • Innovative
  • Respectful

Organizational Agility.

  • Strategy
  • Structure
  • Process
  • People
  • Technology

Building Brand Equity.

What makes the Bethpage brand powerful?

A strong brand is built on credibility. A strong brand creates an identity that is universally understood by every consumer that interacts with its products and services. Recognition, consistency, and connection help establish a brand that you can trust.

The Bethpage brand is more than our logo, our colors or our tagline.

It is powerful because of the promise it represents and the credibility we have established by living that promise every day for so many years.

recognition

Recognition.

Recognition comes from the way we present ourselves to the public. The physical manifestations of the Bethpage brand translate our message into a visual identity that members internalize and remember.

Consistency

Consistency

Members commit to our brand because they know what they’re getting. The Bethpage brand offers unification and clarity, and though the tone might change for the product or audience, the core message remains the same.

connection

Connection.

Our members want to feel like they’re a part of the Bethpage brand. Through this feeling of connectivity, they can become advocates of our brand. Our vision, mission, and values serves as a mirror in which our members can see themselves.

Bethpage Style.

Bethpage Federal Credit Union has grown from a financial institution that just served Grumman employees to one that can now welcome members from across the country. Over the years, Bethpage has stayed true to its roots by developing a brand that sets it apart from the bigger banks and provides a friendly, approachable culture. Vibrant colors, welcoming employee imagery, and content that speaks to our members honestly and clearly.

These elements make up the Bethpage visual language.

Bethpage style

Logo.

The first visual point of contact with our brand.

Our logo represents our difference from the big banks. It is simple in color and form – teal and orange with the iconic B-heart – but rich in symbolism – we care about enriching the lives of our members, community, and employees.


Primary logo.
Can be used with or without tagline.


tagline logo
DOWNLOAD PNG
? Best for digital and web use.

DOWNLOAD EPS
? Best for print use.
no tagline logo
DOWNLOAD PNG
? Best for digital and web use.

DOWNLOAD EPS
? Best for print use.

Secondary logo.
To be used sparingly, only when necessary.


secondary logo
DOWNLOAD PNG
? Best for digital and web use.

DOWNLOAD EPS
? Best for print use.

Solo "B-Heart".

solo b heart

This graphic should be used sparingly independent from the primary logo. Acceptable uses include social media badges and mobile app icons. Contact Marketing for further guidance.


"B-Heart" alignment.

Padding and spacing.

The intent of padding around the logo is to not crowd the logo and give it room to breathe.

The isolation area, or protected zone, and is determined by the height of the “e” in “Bethpage”. To preserve the readability of the logo, this area around the logo must not contain any other design elements.

Placement of the “B-Heart” in relation to “Bethpage” and “Federal Credit Union”, should always be LOCKED. Spacing between the “B-Heart” and the “e” in Bethpage is approximately the width of the “t” in Bethpage.

b placement and spacing for logos


The dos and don'ts.

acceptable bethpage logos
unacceptable bethpage logos


Bethpage business group logos.

bethpage cares
DOWNLOAD PNG
? Best for digital and web use.

DOWNLOAD EPS
? Best for print use.
financial group
DOWNLOAD PNG
? Best for digital and web use.

DOWNLOAD EPS
? Best for print use.
insurance logo
DOWNLOAD PNG
? Best for digital and web use.

DOWNLOAD EPS
? Best for print use.

Padding and spacing.

The intent of padding around the logo is to not crowd the logo and give it room to breathe.

The isolation area, or protected zone, and is determined by the height of the “e” in “Bethpage”. To preserve the readability of the logo, this area around the logo must not contain any other design elements.

b placement and spacing for logos

Placement of the “B-Heart” in relation to “Bethpage” and “Federal Credit Union”, should always be LOCKED. Spacing between the “B-Heart” and the “e” in Bethpage is approximately the width of the “t” in Bethpage.

b placement and spacing for logos

The dos and don'ts.

acceptable bethpage logos
unacceptable bethpage logos


Bethpage business group logos.

bethpage cares
DOWNLOAD PNG
? Best for digital and web use.

DOWNLOAD EPS
? Best for print use.
financial group
DOWNLOAD PNG
? Best for digital and web use.

DOWNLOAD EPS
? Best for print use.
insurance logo
DOWNLOAD PNG
? Best for digital and web use.

DOWNLOAD EPS
? Best for print use.

Colors.

Standing out from the rest.

The Bethpage color palette is unique in our industry, helping to convey our goal of being a caring, down-to-earth, community-oriented financial institution.


CMYK 100 6 35 32
RGB 0 121 131
Web #007983
Pantone 322

CMYK 0 63 91 0
RGB 244 125 41
Web #E07C02
Pantone 165

CMYK 0 45 100 0
RGB 249 157 28
Web #F99D1C
Pantone 485

CMYK 0 93 95 0
RGB 238 45 36
Web #EF3829
Pantone 485

CMYK 0 45 100 0
RGB 249 157 28
Web #E17C00
Pantone 137 (80% Screen)
Use only for type on teal backgrounds

K 80
RGB 68 68 68
Web #444444


Gradient backgrounds and textures:

Radial Gradient
K 40
Visibility 30%
Use only for backgrounds

Gradient Diagonal Pattern
K 40
Visibility 30%
Use only for backgrounds

The digital color palette is designed to provide an online experience that reinforces the strength of the Bethpage brand. Tones of the teal and orange colors are anchored with a predominant use of white and tones of gray across our website to provide consistency and a clear hierarchical structure for our navigational elements, banners and page content.


Web #007983
RGB 0 121 131
Headlines, links, accent elements, iconography

Web #F99D1C
RGB 249 157 28
Hover states, accent elements

Web #AAAAAA
RGB 170 170 170
Rules and compliance

Web #07ADBB
RGB 7 173 187
Hover states, accent elements

Web #444444
RGB 68 68 68
Content headlines, footer backgrounds

Web #F5F5F5
RGB 245 245 245
Subtle content block backgrounds

Web #E07C02
RGB 244 125 41
Subheads, calls to action, accent elements

Web #666666
RGB 102 102 102
Subheads

Gradient backgrounds and textures:

teal

Typography.

Getting the message across.

Our simple and clean typography plays an important role in the look of our brand. ITC Franklin Gothic Std is our font family. We use variations of this font’s weights in all of our member-facing marketing collateral, and it should be used in all internal communications, as well. Due to their more universal compatibility, Franklin Gothic URW and Arial are used on the web and in email marketing.

ITC Franklin Gothic Std

franklin gothic

Franklin Gothic URW

franklin gothic urw

Typography.

Getting the message across.

Our simple and clean typography plays an important role in the look of our brand. ITC Franklin Gothic Std is our font family. We use variations of this font’s weights in all of our member-facing marketing collateral, and it should be used in all internal communications, as well. Due to their more universal compatibility, Franklin Gothic URW and Arial are used on the web and in email marketing.

ITC Franklin Gothic Std

franklin gothic

franklin gothic

Franklin Gothic URW

franklin gothic urw

Arial

arial

Photography.

Putting faces to the name.

Real Bethpage employees provide a friendly and trustworthy face for our brand.

Employee images should be used whenever possible – most often on the white gradient background – and should help tell the story of the product or service they are paired with. Lifestyle or situational photography can also be utilized occasionally, most often on the web or in social media.

Click here to request access to photography.

branding photography
branding iconography

Iconography.

Simplifying the message.

Vector icons are used to add simplicity and sophistication to the Bethpage brand - reinforcing the product without being overly intricate.

We have icons to match every product and suit every need. These icons feature slightly rounded corners, bold strokes, and just the right amount of detail. They are single color, most often white, but can be gray or teal when needed. Wherever possible, the icon should bleed off the edge of the design.

DOWNLOAD

Iconography.

Simplifying the message.

Vector icons are used to add simplicity and sophistication to the Bethpage brand - reinforcing the product without being overly intricate.

We have icons to match every product and suit every need. These icons feature slightly rounded corners, bold strokes, and just the right amount of detail. They are single color, most often white, but can be gray or teal when needed. Wherever possible, the icon should bleed off the edge of the design.

DOWNLOAD

branding iconography

Application.

Marketing collateral.

Putting it all together.

Multiple design options give us versatility and broaden our brand image. All options complement each other and can be used simultaneously within a particular marketing piece or within a larger campaign.

Elegance and simplicity are key factors in our design options, utilizing a combination of brand elements and open space.

Hierarchy of content must be clear, with emphasis given to the headline, rate (if applicable), and graphic image.

branding photography
branding iconography
branding photography
branding iconography

Marketing collateral.

Putting it all together.

Multiple design options give us versatility and broaden our brand image. All options complement each other and can be used simultaneously within a particular marketing piece or within a larger campaign.

Elegance and simplicity are key factors in our design options, utilizing a combination of brand elements and open space.

Hierarchy of content must be clear, with emphasis given to the headline, rate (if applicable), and graphic image.

For any questions or comments, please contact the Bethpage Marketing Department at marketingteam@bethpagefcu.com.