The $3.3 billion Lockheed FCU will become Logix FCU on July 9, aname change it said reflects a lessening of formal ties to itsoriginal corporate sponsor.

The new brand, rolled out Wednesday in a series of emails tomembers, should help the Burbank, Calif., credit union eliminateconfusion over membership eligibility, a problem it has long had,said President/CEO David Styler.

“This is something that we've agonized over for a long time andI am getting mixed and understandable reaction so far from memberswho feel attached to the Lockheed name, something we are equallyproud of our history and heritage,” Styler said.

Nonetheless, he said, “We chose the name Logix because it isdistinctive, memorable, and suggests a smarter, more logicalbanking choice.”

The new name, Styler said, “will also feature the tagline'smarter banking' to reflect our credit union's better rates, lowerfees, proactive service, easy access to state-of-the-art bankingtechnology, and culture of member advocacy.”

Weber Marketing Group of Seattle provided the creative and thebranding package, Styler said, an effort that included months offocus group research and internal analysis.

“We've served Lockheed Corporation and Lockheed Martin employeesand their families for 75 years,” Styler said. He said the new nameis “one of many steps we are taking to positively position thecredit union for sustained, healthy growth for the next 75years.”

Lockheed FCU has 105,000 members and 11 branches in Los Angelesand Ventura counties, and is the largest financial institutionheadquartered in the San Fernando Valley.

Styler said that he has long thought the Lockheed name carriedenough branding weight “but we found that the public still thinksyou have be an employee of Lockheed” to be a member.

“Even with all the advertising we do, the reader sees the nameLockheed and does not bother to read the copy,” said Styler.

Because of the sensitivity of a name change, Lockheed has beenrolling out the notices to members in phases.

“The first 30,000 members will get an email notice on Wednesday“and depending on reaction we get at our call center, we'll sendout the remainder later on,” Styler said.

While some members understand management motivation “and thebarriers to growth, there are some who are sad and emotional aboutthe change,” he said.

To accommodate the sensitivities “and to recognize history,”images of Lockheed aircraft will remain on debit and credit cards, Styler said.

He declined to put a price tag on the marketing and rebrandingproject and said the signage will be ready by the July 9 kickoffdate.