ALEC

ALEC serves its members as the exclusive credit union for Abbott and AbbVie employees, retirees and their family members. At a pivotal moment of growth, the team at ALEC asked us to refresh its brand identity system by creating a new mark that conveys strong, supportive partnership.

The confident forward-pointed icon symbolizes the trusted and strong relationships the credit union has with its members. The mark nods towards a progressive approach that is proven by ALEC’s smart products, personal service and reassuring outlook. The new brand mark was used as the central graphic element in a refreshed visual identity system that included custom icons, new photo styles, a new brand pattern and a design roadmap for all future applications.