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The University Credit Union rebrands with a more modern logo

The University Credit Union (UCU) is a staple at the University of Maine and in the Orono area. Founded in 1967 on UMaine’s campus, UCU has grown to accommodate all universities in the University of Maine System and the credit union has locations from Portland to Presque Isle. Recently, UCU decided to update its logo after over 50 years of being in business. The new logo is modern, fresh and visually appealing to customers. 

Renee Ouellette, the president and CEO of UCU shared what new changes are coming to the branches on campus amid the logo switch. 

“We are in the process of updating all branch locations, including those on the UMaine Campus,” Ouellette said. “At this point, our Rangeley Road location updates are nearly complete and include new graphics and materials throughout the branch and drive-up. Our Memorial Union location has received a fresh coat of paint and will soon have new graphics in place on the walls. We’re taking it step-by-step to make sure the new brand is incorporated well into our branch features, including ATM wraps. We appreciate everyone’s patience during the transition and look forward to sharing the finished results.” 

As for inspiration, Ouellette said that the 50th anniversary of UCU prompted employees to think creatively about the logo and how the brand could better represent modern banking needs, UCU’s core principles, and the geography and diversity of UCU members. According to Ouellette, the design was inspired by the strength of Maine’s urban communities and the beautiful colors and flow of Maine’s natural landscapes. The message of the logo is derived from the name UCU, and, in line with their customer-based approach asks the question “how does UCU see you?” UCU wants to recognize every member’s unique financial journey with them and assist their clientele through every stage of their lives. 

“With input and guidance from the entire UCU team and our board of directors, our senior leadership team worked closely with an existing marketing partner that specializes in serving credit unions to develop and transition to the new brand look,” Ouellette said. 

As for when the new logo will be widely available on items, UCU has already updated its website and ATMs to reflect the change. 

“There are so many items that need to be refreshed with the new brand and colors. We’ve tackled many of them at this point, including our new website and mobile app, and we are in process with a lot of the other pieces. Debit and credit cards are in the redesign process; pens and other giveaway items have been updated and new ATM wraps are being installed,” Ouellette said. The credit union is known for giving out merchandise on the UMaine campus like pens, phone wallets and drawstring bags, and these items are usually distributed at orientation or during special campus events. 

Currently, the Rangeley Road location on campus is up to date with the logo rebranding. A fresh coat of paint was applied to the microbranch in the Memorial Union and that office will receive a brand change soon. The branch on Main Street in Orono will be updated by the end of the calendar year but an exact date has not yet been set. 


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