CHICAGO — CO-OP Financial Services is changing two of its longest-standing brands and logos.

The CO-OP Network is becoming CO-OP ATM and the CU Swirl, which has long been the symbol of the CUSO's shared branching, becomes CO-OP Shared Branch.

Both will help credit union members and the public at large more easily find what they are looking for in both things, the California-based CO-OP said in Tuesday's announcement.

“Your members are looking for an ATM, not a network,” Stan Hollen, CEO of CO-OP Financial Services, told executives attending the CUSO's THINK 2013 conference here through Thursday.

The goal, he explained, was to make the strengths of credit unions associated with the CUSO clearer and more valuable to consumers as a way of strengthening both the members and the credit unions.

Hollen then yielded the podium briefly to CUNA CEO Bill Cheney, who called on credit unions to cooperate more to build on their strengths.

Such cooperation, he said, would eventually allow members to know that they could always access free ATMs and branch services at any credit union

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