Credit Union Shared Branching to Be Rebranded: CU Service Centers to Give Way to CO-OP Shared Branch

Tuesday, April 30, 2013 11:18:00 AM

 

CO-OP Network Also to Be Presented
to Consumers as CO-OP ATM 

RANCHO CUCAMONGA, Calif. – The most recognized credit union consumer brand name will now be applied to the industry’s shared branching network, it was announced at THINK 13 in Chicago, by Stan Hollen, President/CEO, CO-OP Financial Services.

CU Service Centers and its “swirl” logo and signage at participating credit unions will be replaced by CO-OP Shared Branch in a two-year rebranding process. Migration to the new logo will be done in a phased approach for the benefit of current shared branch users, as well as participating credit unions and state networks.

The decision on the consumer branding initiative was approved by the Boards of Directors of Service Centers Corporation (SCC), Credit Union Service Corp. (CUSC), and FSCC, LLC, the three entities that comprise CO-OP Shared Branching. The new CO-OP Shared Branch logo, pictured below, is available by clicking here

“The merger of CO-OP and FSCC last year has led to a rapid expansion of the industry’s shared branching network—and the opportunity to unify the brand and make the unique credit union concept of shared branching much better known to consumers,” said Hollen. “We can do this by drawing on the CO-OP name, which is already well known to them through our ATM network.”

In March, CO-OP Financial Services announced that CO-OP Shared Branch had reached 5,000 “live teller” branches nationwide, trailing only three national banks in terms of branch locations. CO-OP Shared Branch also offers members access to more than 2,000 self-service locations at credit union branches and in select 7-Eleven stores nationwide.

CO-OP Network, which incorporates 30,000 ATMs nationwide, 9,000 of which are deposit-taking, is the largest credit union ATM network, and larger than any network operated by a bank.

CO-OP Financial Services is making a slight revision to the ATM brand as well, to ensure that the ATM and shared branch networks present the same look and feel to consumers. CO-OP Network is being rebranded “CO-OP ATM” and will feature the logo pictured below, which is available by clicking here.

For more information on CO-OP Shared Branch and CO-OP ATM, visit www.co-opfs.org.

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