SHELTON, Wash. – After over 70 years, Peninsula CommunityFederal Credit Union is revamping its brand image. While the legalname remains the same, the $109 credit union has opted to simplifyits public name to Peninsula CU- a name that is already widely usedby the public in referring to the credit union. “We have had thegood fortune to be a positive contributor to change in ourmembership'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 providingoutstanding service.” Member questionnaires, interviews and focusgroups helped guide the redesign process – and a fern image wasselected as a key element. According to Gorseth, not only is thefern a hallmark of the Northwest symbolizing the climate andmajesty of the region but it also demonstrates a respect for theenvironment. “Quickly identifiable, the fern stands for the creditunion's commitment to the region and its people while symbolizingnatural cycles, optimism, growth and unlimited potential,” saidGorseth.