BURLINGAME, Calif. – The $69-million United Health Credit Union has unveiled a new brand as Upward Credit Union.
The new name and logo for the credit union that serves healthcare professionals throughout San Mateo County was announced at the credit union’s 60th annual meeting here.
The credit union said 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 member’s expectations,” said Upward CEO Linda White. “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 name fit because it was the uniting of two healthcare credit unions. Over the last three decades, many national companies have risen in prominence with “united” in their corporate names, which has veiled the credit union’s brand, the credit union said.
The 5,100-member credit union’s heritage logo has received a sleek, modern update. A “U” crowned by three circles remain. What has emerged, however, is a prominent arrow pointing north accompanied by lettering that is both brisk and cheerful.