BURBANK, Calif. – Lockheed FCU said today it is changing its name to Logix FCU on July 9, becoming the latest credit union giant to de-emphasize its long-time ties to its original corporate sponsor.
The $3 billion credit union’s new brand is brought to you by Weber Marketing Group, the same people who helped transform Weyerhaeuser Employees’ CU to Red canoe CU and that Portland Teachers CU to OnPoint Community CU.
“We’ve served Lockheed Corporation and Lockheed Martin employees and their families for 75 years, and we’re tremendously proud of our history and heritage,” said David Styler, president of Lockheed FCU. “This change is one of many steps we are taking to positively position the credit union for sustained, healthy growth for the next 75 years.”
The credit union leadership worked with Webber for the past yearr conducting extensive research and analysis with its members and non-members to determine how the credit union’s name was perceived in the community, as well as how a new name and brand would help future growth. During the research, the Lockheed team learned that the Lockheed Federal Credit Union name created confusion with potential members who were uncertain if they could join if they were not Lockheed or government employees.
“We chose the name Logix because it is distinctive, memorable, and suggests a smarter, more logical banking choice,” said Styler. “Our new name will also feature the tagline ‘smarter banking’ to reflect our credit union’s better rates, lower fees, proactive service, easy access to state-of-the-art banking technology, and culture of member advocacy.”
Lockheed Federal has 11 branches in Los Angeles and Ventura counties, and serves more than 105,000 members and is the largest financial institution headquartered in the San Fernando Valley.
