The Utah League of Credit Unions has a new public face and brand: it's now the Utah Credit Union Association and online it's simply utahscreditunions.org.
The goal, according to President/CEO Scott Simpson, is to clear up confusion about the league name and create a stronger awareness and advocacy message.
"While the official corporate name will be the Utah Credit Union Association, the association will refer to itself as 'Utah's Credit Unions' when communicating with consumers and the media," he explained.
The average consumer "cares more about what his or her individual credit union has to say than they do a trade association," Simpson said.
He said the association made the change after seeing what has been done done in other parts of the country to highlight credit unions' identity.