About our brand

When people talk about brands, they often give the impression that communicating what they stand for is mostly to do with visual things such as logos, corporate colours and fonts.

But we believe that the strongest brands are those that also use words in a way that conveys their distinctive essence. The visual and the verbal should work hand in hand to communicate, coherently and compellingly, and this is what makes Uniting Financial Services (UFS) different.

We believe that every word we use in our communications – every email, every letter, every presentation or brochure – can make a difference to the way UFS is perceived. And perception is important to us as we serve the Church and its membership with innovative leadership in the areas of finance and investment.

One of the most iconic elements of the UFS brand are the Circular Florets, which were designed to represent unity and a gathering of ideas, and to encapsulate how our products and services work for investors.

They help to create a recognisable brand and form the basis of our visual communications.

Importantly, the florets utilise our colour palette to differentiate the investments and products and services we offer the Uniting Church and individual investors.

The Blue Floret is the main colour used in the palette and represents our Corporate services

The Green Floret represents investment services offered

Mauve Floret represents all other services offered by UFS

The Orange Floret represents loan products that are offered