The $43 million State Transportation Employees Credit Union in Columbus, Ohio, is now Bridge Credit Union.

The new Bridge brand is a nod to the credit union's transportation heritage and reflects the strategic decision to begin offering services in other transportation-related industries in the private sector including employees in logistics, construction, engineering and warehousing, the credit union said.

“The new brand embodies the essence and values of who we have always been and who we will continue to be,” said Christy Leslie, CEO of the 7,800-member credit union. “Our name 'bridges' the gap between employees within the public and private sectors as well as symbolizes how we help connect members to their financial dreams.”

The rebranding includes the introduction of a newwebsite, new logo and new color scheme.

The refreshed brand identity is the first in more than 45 years, and comes at a time when it is important for the credit union to seek opportunities for continued growth and to effectively fulfill its financial cooperative mission, the credit union said.

“Credit unions, by their organizational structure, are crucial in the financial services marketplace,” said Keri Moser, vice president of Bridge CU. “By expanding our market opportunities and investing in a technology-driven infrastructure, we can offer our credit union value to more consumers.”

Ahead of the rebranding, Bridge CU performed extensive market research, including determining the types of services needed to best serve potential new members and existing membership, the credit union said.

To accommodate the change in direction and membership base, the credit union upgraded its computer processing systems, streamlined internal operations, and added new services such as private student loans, a dividend checking account, a new online mortgage resource for members and a membership rewards program.

“By strategically planning for our growth, we have laid the foundation needed to remain a financially strong and member-focused credit union while at the same time building the platform needed to reach the next level,” added Jarod Bach, also a vice president of Bridge CU.