Rose, Nehemiah, Dwayne, Martin and Hannah. Being put first.


Our New Look

By SF Fire Credit Union

Our New Look: What's New?

Since 1951, the values that drive our credit union have remained the same: a commitment to putting our members first and a dedication to the San Francisco community.

However, a lot has changed in the world of banking since then. With online and mobile banking making up the majority of our financial lives, money moves faster than ever.

Our new look honors our tradition while preparing our credit union for the future.

The Logo

We’ve updated and simplified our logo to make it easier to read and more flexible for use in digital formats. The lettering reflects the hand-drawn pinstripe lettering of the San Francisco Fire Department, as well as the typography of iconic Bay Area institutions like the San Francisco Giants and the University of San Francisco Dons.

In honor of our credit union’s heritage, we have preserved our seal and made it more prominent. Our seal was originally created by Larry Murray, a former San Francisco firefighter and member of the SF Fire Credit Union’s leadership team. The design is inspired by fire helmets and fire engine pump impellers, drawing a parallel between the tools that keep firefighters physically safe and effective and the credit union that works to do the same for their money.

Created in 2006SF Fire Old Logo


New for 2020

SF Fire New Logo

Fresh Colors

We have brightened our colors to modernize our look and feel, increase contrast, and improve readability by increasing the amount of white space on our website and materials. We have updated our primary burgundy color to a vibrant red, supported by brighter blues and greens than we have used in the past.

We have also added a bright yellow (or chartreuse, for the color aficionados out there) as an accent color. This will help call attention to key information and headlines and is inspired by the uniforms, hoses, and reflectors of the firefighting community that founded our credit union.

Chartreuse Inspiration


Member Photography

Our members come first. Always. To honor the community that drives everything we do, our new photography features our real members. In the coming months and years, we will continue building a library of photography that celebrates the members who inspire us. If you would like to be included in a future photo shoot, send us an email.

Member PhotoMember PhotoMember Photo


Let's Talk

Our new look honors our tradition while preparing our credit union for the future.


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