SHELTON, Wash. – After over 70 years, Peninsula Community Federal Credit Union is revamping its brand image. While the legal name remains the same, the $109 credit union has opted to simplify its public name to Peninsula CU- a name that is already widely used by the public in referring to the credit union. “We have had the good fortune to be a positive contributor to change in our membership's lives,” said Peninsula CU President/CEO Steve Gorseth. “In that spirit of positive change we're simplifying our name, redesigning our logo and intensifying our efforts in providing outstanding service.” Member questionnaires, interviews and focus groups helped guide the redesign process – and a fern image was selected as a key element. According to Gorseth, not only is the fern a hallmark of the Northwest symbolizing the climate and majesty of the region but it also demonstrates a respect for the environment. “Quickly identifiable, the fern stands for the credit union's commitment to the region and its people while symbolizing natural cycles, optimism, growth and unlimited potential,” said Gorseth.