University Credit Union Unveils Modern Brand Look, New Website Centered Around “U”

ORONO, Maine (October 9, 2020) – University Credit Union (UCU) today formally announced the launch of a vibrant new brand look across its physical and digital landscapes, including the launch of a new website:

Throughout the remainder of 2020, UCU will be rolling out its new brand look featuring updated signage at its physical locations around the state, new branded collateral, new payment card designs, and new visuals across its online, mobile, and social channels. Members will continue receiving regular updates during the transition and are encouraged to follow UCU on Facebook (@UCUMaine), Twitter (@UCU_Maine), and Instagram (@ucumaine) to stay in the know and share feedback about the new look.

UCU President and CEO Renee Ouellette remarked on the purpose and inspiration behind the change, and how the UCU team accomplished it while working virtually during the pandemic without interruption to member service:

“For over 50 years, University Credit Union has helped generations of Mainers achieve their financial goals. Part of what makes us unique is our ability to transform to meet our members’ evolving needs over time and adapt to the shifting digital landscape, all while honoring our rich history. Our continual journey to provide best-in-class member experiences propels us forward in innovation, technology, infrastructure, and even our look.

“After celebrating UCU’s 50th anniversary a few years ago, we took the opportunity to think creatively about how our look could better reflect our core principles and the diversity, geography, and modern banking needs of our members. While COVID-19 threw us a curveball, I’m so proud of the UCU team for staying focused on our members and moving this important project forward. They knocked it out of the park!

“There are many definitions of a brand, but, for UCU, our brand is the promise we make to our members: a promise to always work hard to help them achieve financial well-being.
This promise shapes all that we do, how we think, how we see ourselves, and how we interact with our members. Whether you’re a student, a parent, a business owner, enjoying retirement or somewhere in between, we recognize this looks different for everyone. That’s why our approach to member care starts with a simple question: how do ‘you see you’ (UCU)?

“It’s right there in our name, and it’s the promise of our exciting new brand that focuses on each member’s unique financial journey. How do you see you in a new home, eliminating debt, starting a business? How do you see you today, tomorrow… in retirement?

“For our new look, we drew inspiration from this diversity and strength from our urban communities and the flow of Maine’s natural rural landscapes. But while some things may look different, at the end of the day, we are still the UCU that Mainers have trusted for generations to advance their financial well-being in every stage of life.”

For more information, please visit

About University Credit Union
University Credit Union is an innovative, full-service cooperative institution designed to advance the financial well-being of its member owners in every stage of life. UCU is the sixth largest credit union in Maine in terms of total assets and total members and has eight retail locations across the state located in Orono, Bangor, Farmington, Gorham, Portland, and Presque Isle. For more information visit

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