CO-OP Financial Services will soon roll out a new logo andbrand for the self-service devices throughout its shared branchnetwork, according to an announcement from the payments CUSOWednesday.

The new “CO-OP Shared Branch express” label will soonappear in about 1,950 relevant locations, machines and kiosks, aswell as in branches and retail sites in the CUSO's shared branchingnetwork. The idea, according to CO-OP, is to help members makea clear distinction between full-service and self-serviceoptions.

“As in-branch and retail technology continues to evolve, it iscritical to both keep pace with growing consumer demand forself-service, but also make sure that we are clearly identifyingthose services, to ensure a user experience that matchesexpectations,” CO-OP President/CEO Stan Hollen (pictured) said. “The CO-OPShared Branch express branding is a way for credit unionsto embrace self-service, advance their branch transformationprogram and at the same time ensure member convenience.”