United Health Credit Union, Burlingame, Calif., unveiled a new brand as Upward Credit Union.
The $68 million institution, which serves healthcare professionals throughout San Mateo County, unveiled its new name and logo at its 60th annual meeting, Feb. 15.
According to a statement released by the newly named Upward Credit Union, the new name, “better communicates the heart and soul of the credit union’s growth strategy and emotional connection with its members. Upward has a culture and vibe that is genuine. Members choose the credit union because it strives to help them better their financial position.”
“We are building from a history of high achievements and meeting members’ expectations,” said Linda White, Upward CU’s CEO. “We work hard to improve the lives of our members. Forever moving them upward – toward a higher place.”
In 1985, two credit unions, Mills Hospital Federal Credit Union and Peninsula Hospital Credit Union, joined to form United Health Credit Union. The CU said that name fit at the time because it was the uniting of two healthcare credit unions. However, over the last three decades, many national companies have risen in prominence with “united” in their corporate names, which it said has veiled the credit union’s brand.
“We are now positioned appropriately in the context of being a local credit union committed to serving the needs of the healthcare professional and their patients and clients,” said Tony Violanti, chairman of the board. “We believe this new name and logo solidifies our relationship with our members.”
The credit union said its heritage logo has received a sleek, modern update. A “U” crowned by three circles remain. What is new is a prominent arrow pointing north accompanied by lettering that is both “brisk and cheerful.”
It its most recent Call Report, the CU listed $174,382 in net income for 2016. Its net worth ratio as of Dec. 31, 2016 was 9.47% (“well capitalized”).
