Beehive Federal Credit Union is one of my company's largest clients, and has been a prominent, respected fixture of Southeast Idaho since 1960. However, visual identity was often inconsistent from campaign to campaign, and catered to older members while neglecting new, younger members.
At the beginning of 2020, my design team began serious efforts to establish a new, fresher visual identity for Beehive. After nine months of discussion, testing, and refinement, we have established three styles which can be used interchangeably based on the desired feel of each campaign/promotion.
However, some design elements remain consistent across all three styles.
Blue Background (Primary Style)
Beehive Blue is dominant background color.
"Object in a field of blue" provides a unique focal point.
One or two shapes of Accent Blue, typically hexagons, accent headings or objects.
Dark, subdued Beehive Blue promotes traditional values of the institution.
Bright, youthful Accent Blue promotes a trend toward modernity.
Used as the default \ when a campaign doesn't call for an especially formal or casual feel.
Photo Background (Secondary Style)
A photo provides the background and defines the general structure of the composition.
Subject of the photo is isolated so it can interact front-to-back with other design elements.
One or two shapes of Accent Blue, typically hexagons, accent headings or objects.
Used when attracting younger audiences, or when a more casual feel is desired.
Most frequently used for social media graphics.
White Background (Tertiary Style)
Background remains white, promoting extra use of white space.
A small number of hexagons in a honeycomb pattern contain or accent images.
Typography is simple, interacting with the hexagons as long as readability is maintained.
Used when a more formal, traditional feel is desired.
