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2BRAND GUIDELINES

TABLE OF CONTENTS0707080902. LOGOLOGOLOGO CLEAR SPACELOGO VARIATIONSADDITIONAL LOGOS111103. COLORCOLOR PALETTECOLOR BREAKDOWN13141504. TYPOGRAPHYPRIMARY FONTSECONDARY FONTHIERARCHY 1705. TONE OF VOICETONE GUIDE0501. INTRODUCTIONOUR STORY21222306. STATIONERYBUSINESS CARDLETTERHEADOTHER EXAMPLES2507. PHOTOGRAPHYIMAGE EXAMPLES3110. CONCLUSIONWHY IT MATTERS08. ICONOGRAPHYICON EXAMPLES 272909. PATTERNBEST PRACTICESPAT TERN 29

INTRODUCTION0101. OUR STORYABOUT ELECTROAt Electro Savings Credit Union, we are a not-for-profit financial cooperative deeply committed to our members’ financial well-being and futures. Embracing our “not-normal-ness,” we prioritize offering exceptional products and services without the hefty price tag associated with big banks.What sets us apart is our dedication to providing unparalleled financial solutions and our investment in our employees. We listen, learn, and evolve, ensuring Electro reaches its full potential – because life’s about more than money, but we can help with that too.

5ELECTRO SAVINGS CREDIT UNION01. OUR STORYFounded in 1941 by the devoted employees of Union Electric Company, now AmerenMO, Electro has evolved from a Select Employer Group credit union into a vibrant community charter. Beyond our impressive growth to over 18,000 members and $200,000,000 in assets, we remain committed to something greater than financial services alone.At Electro, we believe in enriching lives beyond dollars and cents. Our unwavering dedication to adult financial education has earned us national recognition, a testament to our commitment to empowering individuals beyond financial transactions. Locally, we take pride in being voted the ‘best of’ financial institution in Maryland Heights, a testament to our members’ trust and support.Our slogan, ‘Because life is about more than money – but we can help with that too,’ encapsulates our essence. We’re not just about financial transactions; we’re about enhancing lives. With strategically positioned offices in Maryland Heights, St. Peters, Manchester, and South County, we aim to provide diverse communities across eight counties in Illinois and Missouri, including the City of St. Louis, with tailored financial solutions and inclusive services.With a diverse range of personal and business accounts, personal loans, and tailored financial products, we aim to uplift and serve a broad community. Electro isn’t just a financial institution; we’re a partner in life’s journey, here to support and empower beyond the bottom line.

LOGO01. LOGODESCRIPTIONThe Electro logo is a nod to our past while embracing a style more indicative of our future. The logo has been through many iterations and styles throughout our 80-year history; it’s now been updated again to better reflect who we are as a credit union. The logo is comprised of two elements—the spark icon and the wordmark. The spark may be used independently, but the wordmark should not appear without the spark icon. The wordmark uses Brandon Grotesque as the typeface in two weights with a 1 pt. stroke added to ‘CREDIT UNION’ to increase legibility across mediums.02. LOGO CLEAR SPACE03. LOGO VARIATIONS04. ADDITIONAL LOGOS02

7ELECTRO SAVINGS CREDIT UNION01. LOGOThere are two versions of the Electro logo. One with the name stacked with the spark icon to the right of ‘ELECTRO SAVINGS.’ The alternate version is a horizontal logo. The stacked logo is the primary version, and the horizontal logo is the secondary version. A 1pt stroke is added to ‘CREDIT UNION’ in all versions to increase legibility.02. LOGO CLEAR SPACEThe area of isolation represents the minimum clear space that must be provided at all times. This area is equal to the height of the E in Electro and should be applied to each side of the logo. This applies to both the stacked and horizontal versions of the logo.

8BRAND GUIDELINES03. LOGO VARIATIONSBoth logos can be used in the color best suited to the background on which it is placed. Whenever possible, the full-color logo should be used.WHITE LOGOThe white logo should be used when the background is 40% or more black.BLACK LOGOThe black logo should be used when the background is 30% or less black and the full-color logo is not an option.ONE COLOR LOGOThe one color logo can be used on backgrounds that are 30% or less black when the full-color logo is not an option.

9ELECTRO SAVINGS CREDIT UNION04. ADDITIONAL LOGOSOur ‘Power Logo’ embodies our commitment to empowerment, featuring the charging gradient and the power icon or presented as the Electro logo accompanied by the ^ symbol. Further emphasizing our dedication to inclusivity and unity, the ‘Pride Logo’ embraces the symbolic battery, symbolizing the ‘power of love.’These logos align seamlessly with our electrical theme, incorporating batteries, charging motifs, and power symbols, ensuring a cohesive representation across our programs and brand imagery. Each logo encapsulates the essence of Electro—vibrant, energized, and dedicated to the empowerment and unity of our community.YOUCOMM(UNITY)

COLORCarefully chosen to embody a contemporary vibe, Electro’s color palette serves as a lively reflection of our brand’s essence. Featuring a blend of rich dark and vibrant primary hues, accented with a subtle touch of yellow, these colors ignite energy within our visual narrative, defining the dynamic personality of our brand.01. COLOR PALETTEDESCRIPTION02. COLOR BREAKDOWN03

11ELECTRO SAVINGS CREDIT UNION01. COLOR PALETTEThe official color palette of Electro is shown below. The dark & bright blues are the main colors within our color palette. Yellow is used as an accent color only and should not be used in more than 20% of any design and never be used in the logo. 95% black is only used as the font color on light colored backgrounds. For dark or colored background, the type should be 20% black or less. 80% 80%60% 60%40% 40%20% 20%YELLOW BLACKCMYK : 005 / 005 / 100 / 016 PANTONE : 103CP RGB : R211 G194 B009 HEX : #D3C209CMYK : 000 / 000 / 000 / 095 PANTONE : Process Black CP RGB : R046 G042 B043 HEX : #2E2A2B80%60%40%20%BRIGHT BLUECMYK : 079 / 002 / 010 / 011 PANTONE : 7703CP RGB : R000 G164 B199 HEX : #00A4C780%60%40%20%DARK BLUECMYK : 099 / 074 / 031 / 084 PANTONE : 7547CP RGB : R000 G001 B035 HEX : #00012302. COLOR BREAKDOWNThe following color breakdowns show acceptable usage for each color in our palette.

TYPOGRAPHYTypography plays a large part in brand image, like every other aspect of good design. Electro’s primary and secondary fonts have been chosen because of their high readability and modern feel. Inclusivity is essential to our brand, and selecting typefaces that offer better readability was important when choosing our print and web fonts.01. PRIMARY FONTS02. SECONDARY FONTS03. HIERARCHYDESCRIPTION04

13ELECTRO SAVINGS CREDIT UNIONRegular / Thin / Extra Light / Light / Italic / Medium / Semibold / Bold / Extra Bold / BlackFONT STYLESMontserrat should be employed consistently across all print and digital designs to maintain a cohesive brand identity. Its modern and versatile style makes it ideal for headlines, body text, and various visual elements, ensuring our brand’s unified and professional look across diverse media channels.The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century. The family was redrawn by Jacques Le Bailly at Baron Von Fonthausen in 2017, and the full set of weights was adjusted to make the Regular lighter and better for use in longer texts.WHEN TO USE MONTSERRAT FONTSABOUT MONTSERRAT FONTSAa Bb CcDESIGN BYJulieta UlanovskyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz012345678901. PRIMARY FONTSDOWNLOADwww.fonts.google.com

14BRAND GUIDELINESOpen Sans, a humanist sans-serif typeface, was created by Steve Matteson for Google in 2011. Based on his earlier design, Droid Sans was tailored for Android devices. Known for its wide apertures and high legibility, especially on screens and at small sizes, it includes a true italic style. As of July 2018, it became the second most popular font on Google Fonts, serving over four billion views daily on over 20 million websites.Open Sans is the preferred choice for all email communications due to its excellent legibility on screens and at small sizes. Utilize Open Sans consistently in emails to ensure a professional and easily readable appearance, enhancing our brand’s communication across various platforms.Regular / Light / Italic / Semi Bold / Bold / Extra BoldABOUT OPEN SANS FONTSWHEN TO USE OPEN SANS FONTSFONT STYLESAa Bb CcDESIGNED BYSteve MattesonDOWNLOADwww.fonts.google.comABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz012345678902. SECONDARY FONTS

15ELECTRO SAVINGS CREDIT UNION03. HIERARCHYCreating a hierarchy when using the same typeface throughout a design is essential. It helps readers quickly grasp concepts and gives them an idea if the information they’re about to read interests them. When designing collateral for Electro, it is essential to create a readable hierarchy. Below is a sample of how to use our primary font while establishing a text hierarchy.TEXT HIERARCHYBecause life is about more than moneyHEADING-SIZE 70 PT / LEADING 74 PT / Montserrat Boldbut we can help with that tooSUBHEADING-SIZE 30 PT / LEADING 34 PT / Montserrat MEDIUMWe’re a not-for-profit financial cooperative looking out for our members’ financial well-being and futures.BODY-SIZE 18 PT / LEADING 22 PT / Montserrat Regular

01. INVITING02. UPLIFTING03. FORWARD THINKINGLike every person has their own distinct way of speaking, each brand possesses its voice—a unique expression reflecting its beliefs and conduct. Our tone of voice is the personality behind every headline, blog, and social media post. It’s how we connect with a diverse audience, discussing credit unions, promoting financial education, and helping them achieve their financial goals. It’s not just about who we are, but what we stand for—reinforcing our slogan that ‘life is about more than money, but we can help with that too.’Consistency in our tone of voice ensures a cohesive brand identity, impacting how our members, potential members, communities, and internal audiences perceive us. Speaking to our employees with the same language as our members is a cornerstone of this approach.Rooted in values of being ‘Inviting,’ ‘Uplifting,’ and ‘Forward-thinking,’ our tone of voice presents a warm, motivational, and progressive approach in all our communications.TONE OF VOICEDESCRIPTION05

17ELECTRO SAVINGS CREDIT UNIONBE INCLUSIVEUsing pronouns and possessives such as “us, we, and our” reinforces the idea that credit unions are for everyone.AVOID JARGONWe strive for clear communication without needing explanations afterward. Use language members easily understand and avoid assuming their familiarity with our products or services.SHOW EMPATHYConnect with members on a human level. Everyone who comes through our doors has a story, and we should learn it to serve them better.“We’re here for you — no matter where you are.”“Banking should be simple & convenient.”“I understand what you’re going through & how you’re feeling.”01. INVITINGAs a not-for-profit cooperative, we believe in ‘people helping people.’ Our language reflects this belief. Our tone should emphasize people over money. It highlights the idea of being a neighbor, a friend, or an ally, fostering a deeper connection with each member. We should always speak to them like equals, ready to support their financial journey.

18BRAND GUIDELINES02. UPLIFTINGEvery day, we assist members in reaching their personal and financial goals. Using uplifting, positive language shows our commitment to providing the tools they need for success. This not only boosts the confidence of our current members in Electro but also increases appeal to potential members and employees by showcasing our dedication to supporting their financial journey.PAINT A PICTUREVibrant and encouraging language paints a vivid picture, showing members the outcomes we can achieve together and guiding them to envision the possibilities.ACTIVE VOICEUse the present tense as much as possible. This makes content more engaging and energized, making the message more immediate.SHORT SENTENCESAvoid lengthy and wordy sentences. Short sentences tend to have more impact because they mimic how most people speak.“Get cash back or earn really high interest.”“Explore all our loan options and apply today.”“We’re here to help our members thrive.”

19ELECTRO SAVINGS CREDIT UNIONFOCUS ON OUTCOMESHow will the innovative services and products provide more value for our members? Provide them with information on how it will solve a problem or meet a need.BALANCE IS KEYDon’t overwhelm members with details about products. Always provide a call to action, encouraging them to take the next steps in the process.BE PLAYFULJust because we’re professional doesn’t mean we can’t have fun! When appropriate in written communications, using playful language can make it more engaging.“Manage your accounts from anywhere on your own device.”“Explore all our loan options and apply today.”“Feel the joy of getting cash back.”03. FORWARD THINKINGWe may be an older financial institution, but that doesn’t mean we’re old-fashioned. We understand modern-day problems require modern-day solutions. We combine the best personal service with the most up-to-date technology to improve our members’ experience.

Stationery is a crucial touchpoint to express our brand, voice, and style. Our credit union’s letterhead and business cards boast a simple yet impactful design. The style and color palette emphasize our brand as something modern and relevant.STATIONERY01. BUSINESS CARD02. LETTERHEAD03. OTHER EXAMPLESDESCRIPTION06

21ELECTRO SAVINGS CREDIT UNION01. BUSINESS CARDBusiness cards serve as a brand reflection, conveying the intended message to each recipient. The simple, clean design embodies our brand while being straightforward to understand. The incorporated pattern connects with our other branded materials, fostering cohesion across all printed and digital platforms. The QR code, linking to a virtual business card, reinforces our dedication to embracing a digital strategy, and the electrical imagery cleverly invites recipients to “get connected” with us. The card is printed on 16 pt. matte white paper at 3.5x2 inches, fonts are no smaller than 7pt.FRONTBACKThe front of the business card succinctly conveys essential employee contact details for easy accessibility and reference.The back is primarily white, featuring our logo and a subtle pattern, providing ample space for employees to jot down vital information beneficial to the member.BRITTANY PFAFFENBACKRelationship Specialist • NMLS #1714171P: 314.434.6470 x 1508 800.844.8313F: 314.628.2557bpfaffenback@escu.org3315 Mid Rivers Mall Dr.St. Peters, MO 63376electrosavings.comget connected

22BRAND GUIDELINES electrosavings.com Phone or text 314.434.6470 1805 Craigshire Road • St. Louis, MO 63146 02. LETTERHEADLike our business cards, our letterhead is a key element of our brand, reflecting our style and effectively conveying our message. The inclusion of the electrical cord subtly reinforces our brand identity. Our letterhead is printed on 80lb matte white paper at 8.5x11 inches.LETTERHEAD

23ELECTRO SAVINGS CREDIT UNION03. OTHER EXAMPLESOur brand extends its presence through additional stationery items. Our envelopes feature the electrical chord iconography and can be printed in all black for cost savings. Review cards utilize the same iconography, while Power of One cards incorporate our brand’s colors and fonts. Collectively, these elements enhance our overall brand experience, ensuring consistency and resonance across various touchpoints.REVIEW CARDSENVELOPESPOWER OF ONE CARDSHow are we doing?Your feedback is important to us. Think we’re doing great? Think we could improve? Scan the QR code and let us know!Your nearest branch is in your pocketDownload our mobile app on your smartphone and your nearest branch is always in your pocketVisit usFind your nearest branch at electrosavings.com/locations1805 Craigshire Rd. | St. Louis, Missouri 63146

PHOTOGRAPHY01. IMAGE EXAMPLESPhotography plays a pivotal role in shaping the tone of our branding materials. Our visual content predominantly features people, showcasing a diverse range of individuals, mirroring the diversity within our membership. Each photograph is meticulously chosen to evoke a specific emotion that complements the intended message.DESCRIPTION07

25ELECTRO SAVINGS CREDIT UNION01. IMAGE EXAMPLESThe imagery for our brand reflects our core values, featuring people from different backgrounds and stages of life. We strive for genuine representation in our imagery, choosing authenticity over conventional models. We showcase real individuals, reflecting the diversity and authenticity of our team and members across our visuals.

ICONOGRAPHY01. ICON EXAMPLESDESCRIPTION08Iconography is significant in brand design as it delivers messages solely through images, serving as pow-erful and recognizable brand symbols. Icons contribute to telling the brand story visually, representing key aspects, services, or values concisely and engagingly.

27ELECTRO SAVINGS CREDIT UNION01. ICON EXAMPLESOur iconography is straightforward yet impactful, utilized across various platforms such as our website, printed materials, and within our branches. Our icons have a consistent line art style and are adaptable to different mediums and sizes without losing their visual integrity. Icons should enhance user experience, facilitate easier online and offline navigation, and increase the comprehensibility of information.

PATTERN02. BEST PRACTICES01. PATTERNDESCRIPTION09Patterns in brand design transcend mere visual elements; they serve as a language conveying a brand’s identity and values while adding depth to its character and narrative. When applied thoughtfully, patterns contribute significantly to a cohesive brand aesthetic across diverse touchpoints, ensuring consistency and resonance in our visual storytelling.

29ELECTRO SAVINGS CREDIT UNION01. PATTERN02. BEST PRACTICESOur main pattern features a contemporary line art design interwoven with electrical cords. This imagery symbolizes our modernity while also paying homage to our past, tracing back to our founding by the Union Electric Company. Additionally, this refreshed pattern encapsulates our commitment to connectivity, illustrating Electro’s vital role as the link connecting our members with their financial dreams.Our pattern should be used thoughtfully, ensuring it complements rather than competes visually. It should enhance the layout by subtly reinforcing our brand identity by tastefully incorporating brand colors and recognizable elements. To ensure clarity, avoid placing text directly over intricate sections of the pattern.If necessary, the recommended opacity when layering the elements is 15%, as our business card exemplifies. This approach allows the pattern to echo our brand while maintaining legibility and visual impact seamlessly.

CONCLUSION1001. WHY IT MATTERSDESCRIPTIONFrom the emblematic logo to the vibrant color palette, the refined typography, and the captivating visuals, each facet of our brand contributes to our unique story.

31ELECTRO SAVINGS CREDIT UNION01. WHY IT MATTERSThroughout this guide, we’ve unveiled the core components shaping Electro’s distinct identity. They’re more than design elements; they’re the visual language that speaks for us. Each pixel, printed word, and visual piece represents us. Consistency isn’t just a preference; it’s our promise to deliver a seamless brand experience. Our brand is a testament to our roots and evolution over time. It’s about more than colors, fonts, or logos. By adhering to these guidelines, we ensure that every interaction—whether on our website, in our branches, or through our communications—echoes the same message. It’s our commitment to our team and members, ensuring they experience the authenticity and reliability that defines Electro.By adhering to these guidelines, we’re ensuring visual coherence and embodying Electro’s essence in every interaction. It’s about resonating with our audience, fostering trust, and staying true to our core values.

LIFE’S ABOUT MORE THAN MONEY, BUT WE CAN HELP WITH THAT TOO314.434.6470 | 800.844.8313 | ELECTROSAVINGS.COM