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Name Changes Worth Another Look

As 2003 comes to a close more credit unions hitched a ride on the name change wave. Whether it was to reflect a new field of membership or just a new change in attitude, credit union name changes were the order of the day in 2003. Here are a few...

By Staff Writer | Updated on December 16, 2003

As 2003 comes to a close more credit unions hitched a ride on the name change wave. Whether it was to reflect a new field of membership or just a new change in attitude, credit union name changes were the order of the day in 2003. Here are a few of the more notable name changes: After some 45 years, Vandenberg Federal Credit Union has transformed into the more “member-inclusive” CoastHills FCU. Building on its brand equity of the past 60 years, Seattle Telco Credit Union has opted to become Watermark CU to welcome a new generation of consumers. To better reflect the growing diversity of its members, 65-year old Bell-Tel Credit Union has made the switch to Insight Financial Credit Union. Telephone Credit Union has assumed the new identity of Meridian Credit Union as a way to play up its credit union difference. Wanting to embrace more members,U Lane O Credit Union has become Oregon Community Credit Union. Sometimes even a small change can make a difference as Denver Public Schools Credit Union discovered when it became DPS Credit Union. After 70 years San Antonio Teachers Credit Union has changed its name to Firstmark Credit Union to better reflect its field of membership. To transcend its Dearborn roots and reflect a diverse and growing membership, Dearborn Federal Credit Union has become DFCU Financial. IBM Mid-America Employees Federal Credit Union and Southwest IBM Employees Federal Credit Union have summed up their brand in a single word to become Think FCU and YOUR FCU respectively. As part of a new aggressive strategic plan Communicators Federal Credit Union has reinvented itself into PrimeWay FCU. To represent its commitment to personalized service, the 86-year old Brockton Credit Union will enter 2004 as HarborOne Credit Union.

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