In a rebranding move, the Utah League of Credit Unions has become an association and has adopted a new public moniker, "Utah's Credit Unions."

The switch effective this week including a new website and logo is designed to promote a stronger advocacy message, said Scott Simpson, president/CEO.

At the same the messaging should clear up any confusion about the nature and structure of CUs while downplaying the league/association verbiage, said Simpson.

"While the official corporate name of the trade association 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." said the trade group in a press release.

Association officials said they believe "the average consumer will care more about what his or her individual credit union has to say than they do a trade association."

Simpson said the response from the league leadership has been positive so far. He said the association made the change "after seeing what is being done in other parts of the country" to highlight CU identity.

"I tell people I work for the League, and many of them request clarification," said Simpson. "I have to explain that I work for all of Utah's credit unions as a group. We feel current market trends support simple, direct messaging, so that is the direction we have chosen."