DCECU's new logo. Source: dcecu.org/newname
Like many credit unions, Dow Chemical Employees' Credit Union has expanded its membership eligibility far beyond the original workplaces it served at its inception. To reflect this evolution, the $2.2 billion, Midland, Mich.-based credit union decided to drop "Chemical Employees'" from its name and will be known as Dow Credit Union beginning later this year, according to a Wednesday announcement.
When it first opened in 1937, DCECU only served employees of chemical manufacturing company Dow and its subsidiary Dow Corning, both based in Midland. Over the past 85 years, it has grown its field of membership to include employees and retirees, and their family members, of nearly 100 other organizations.
"Simplifying and streamlining our name to Dow Credit Union makes sense for us as we celebrate our heritage and ongoing service to Dow while recognizing the broader base of our membership and our growing role in the Great Lakes Bay Region of Michigan," DCECU CEO Michael Goad stated. "We look forward to using this name change and brand refresh as an opportunity to reintroduce ourselves to the members and communities we serve."
DCECU noted that the name change coincided with significant milestones for the credit union and its original Select Employer Group.
"It is a significant anniversary year for both Dow and DCECU: Dow is marking 125 years in business in 2022, and DCECU is celebrating 85 years of service to member-owners," DCECU Board Member and past Chair Mark Bachman stated. "This is a great time to reveal a new name, new logo and refreshed look for the credit union."
According to a FAQs page on its website about the name change, DCECU will officially become Dow Credit Union on Sept. 15, but members will begin to see changes to its brand in the coming months. The credit union also said it will share information about a new web address and website with members soon.
DCECU operates one physical branch in Midland and serves nearly 76,000 members in 50 states.
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Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
