There's more to Fiserv's new look than an orange logo with a period at the end.
Long-familiar names in credit union land-such as XP Systems, CUSA and USERS-are being retired and the corporate name and its new logo instead will be displayed on buildings in such locations as Moorpark, Calif., Salt Lake City and Valley Forge, Pa.-as the Brookfield, Wis., company enters what one executive calls "really, the second epoch of Fiserv as we know it."
"We're moving from a house of brands to a branded house," Don MacDonald, the company's chief marketing officer, told Credit Union Times. "We're making the final move from a portfolio-holding company to an operating company."
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