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An inside look into our new look

Posted By NEFMA, Wednesday, May 7, 2014
Updated: Tuesday, May 6, 2014

We were excited to introduce the new NEFMA logo at our recent Spring Conference at The Cliff House in Ogunquit, Maine.


In developing the new logo, we felt it was important to preserve certain aspects of the NEFMA brand.


The new identity pays subtle homage to our roots and builds on our existing brand equity by incorporating colors from the previous logo with elements that symbolize our New England heritage – a lighthouse, mountains and ocean waves.


Pictorial parallels

NEFMA President Bill DeWitt, partner at HCC Marketing, notes that the new logo also serves as a physical representation of both our organization and the fundamentals of marketing.


The two gray-toned pieces of the outer frame represent both sides of our membership – financial and service members – and are depicted as one organization through a standalone icon.


The logo’s three mountains signify the 3 C’s of business planning: customers, company, and competitors. The four waves symbolize the four P’s of marketing: product, price, promotion and place.



The design details

The design features the combination and balancing of straight-edged and curved forms and lines. It compromises simple graphic shapes that work together: circles, triangles, rectangles, and sine waves.


The boundary of the lighter and darker grays in the frame form a line that is 49° from vertical, which lines up with the right side of the middle mountain. And the summit of the middle mountain is also the center of the design.


All of the shapes are solids except for the blend that forms the light beam, which sets it apart.


While the seas undulate and the mountains are dark and saw-toothed, the lighthouse remains a friendly beacon. Its importance is enhanced even further by its forward position outside of the frame, which brings it closer to the viewer.


Our thanks to the outgoing NEFMA Marketing Chairperson Julie Rotar, creative director at McDougall and Duval Advertising and Vice Chairperson Tom Montilli, vice president of marketing at Harvard University Employees Credit Union, and to the graphic design team at Sundin Associates for the many months of work and planning that went into this project.


We are proud of the result.

Tags:  new logo 

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NEFMA gets a new look

Posted By NEFMA, Tuesday, April 22, 2014
Updated: Tuesday, April 22, 2014

Exciting news – a new logo will be revealed at the upcoming 2014 Spring Conference! The new mark is a great reflection of the organization’s values, its members and personality. We don’t want to give too much detail away yet so we hope you’ll be there for the big unveiling!

Tags:  new logo 

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