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Kirtland Credit Union Announces New Brand, Logo and Tagline

Albuquerque, NM
Contact: Karolyn Winge, 505.331.4399, [email protected]


After 64 years of serving the community, Kirtland Credit Union is excited to unveil its updated brand, new logo, and messaging. Kirtland CU has refreshed its look, modernizing it to fit today’s culture.

Prior to unveiling, the credit union did an extensive competitive-market analysis and conducted focus groups with employees, members, and the public to learn about its strengths and how the existing brand fit into the community. This made it clear it was time for a change.

As Kirtland CU has grown over the years, it was important for our core values, mission, and vision to evolve as we continue finding ways to better serve our members and the communities we serve. We also must meet the needs of our employees who provide that service. We do this by evolving and aligning our culture along the way.

Kirtland CU’s new Brand Promise is “to build relationships and trust by supporting the unique financial needs and goals of each member so they can Live Confident in their investment with us.

“It’s not about banking. It’s about belonging and working together to build lifelong relationships with our members, our employees, and our communities. We are committed to adding value every day and through every interaction we have with you and each other,” said President and CEO Matt Rarden.

Established in 1958, Kirtland CU was born out of Kirtland Air Force Base to support our military and help improve their financial positions.

Since that time, we have grown to nearly one billion in assets and expanded the communities we serve through 6 branch locations, our Home Loan Center, 24-hour online and mobile banking, and access to over 30,000 ATMs worldwide. Kirtland CU has nearly 49,000 members and continues to grow.

The credit union team’s experience and investment in our members, employees and technology has allowed us to provide the very best financial guidance to our membership.

Kirtland CU knows our membership and the public will have questions like: Why did you change the logo? “Federal” is no longer in your name, why? What will happen to my accounts, debit/credit cards, mobile and online banking? The answers to these questions and more can be found at the Brand-FAQ page.

Kirtland CU is committed to building relationships while handcrafting unique solutions to meet each member’s financial goals.

Rarden said: “Our success comes from serving our communities and earning your trust. Our reward is helping our members and employees Live Confident. The value of what we do goes far beyond providing financial services to our members. Even more important is how, as a Credit Union, we achieve this that makes us unique.”

Any additional questions can be directed to Karolyn Winge, Creative Brand Manager at 505.331.4399 or [email protected].


Established in 1958, Kirtland Credit Union is a full-service financial cooperative whose mission is to improve members’ economic well-being and quality of life. With assets nearly one billion, Kirtland CU currently serves 49,000 members from six branch locations in Albuquerque, NM.

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Online and Mobile Banking will be unavailable on Thursday, May 9 from 10:00 p.m. to 6:00 a.m. Friday, May 10.