Colorado Springs Credit Union takes new name

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Colorado Springs Credit Union has changed its name to Aventa Credit Union.

Don’t run for Webster’s or dictionary.com. The name is made up – and meant to reflect the local friendly culture, credit union officials say.

The credit union was established in 1957 as the Colorado Springs Employees Credit Union to serve utilities employees, but when membership criteria was expanded to include non-city employees, it was rebranded as Colorado Springs Credit Union.

Now, nearly 40 percent of its 16,000 members live outside Coloraodo Springs, so it was time for another new name.

The board of directors wanted a name that would be “inclusive and welcoming to the people and communities up and down the front range,” said Sarah Ryals, chief marketing officer.

“The metropolis has expanded and incorporated more people,” she said. “And we have members north of Monument, as far south as Alamosa, and certainly a lot in Pueblo and Woodland Park.”

Signage has already been changed at the 3010 E. Willamette Place and 2735 Dublin Blvd. branches. The downtown branch, at 426 S. Cascade Ave., will be updated in a few weeks.

“We like the free-flowing and open nature of the word Aventa,” Ryals said. “And we can create the brand behind the name.”

Visit Aventa at www.aventa.com.

2 Responses to Colorado Springs Credit Union takes new name

  1. I hope CSCU doesnt try to patent their new name. There’s already a credit union in Billings MT with the same name! CLICK HERE>> http://www.avantafcu.org/

    brian
    May 20, 2009 at 5:12 pm

  2. Aventa Credit Union is a name we meticulously researched and trademarked with the US Patent and Trademark Office. Avanta is a different name, spelled differently. It does not appear on the USPTO web site.

    Among the strategic considerations behind our name was its uniqueness and the ability to trademark. Additionally, the name was chosen for its beauty, its ability to be inclusive of those we serve beyond Colorado Springs’ boundaries and its connection to other positive words like advantage and adventure.

    We followed a deliberate, thorough course of action in our rebranding efforts. This included engaging both an experienced trademark attorney and an experienced marketing group with more than 20 years of success in the credit union industry. In doing so, we hope to avoid the pitfalls that other institutions might encounter with more informal approaches.

    Sarah Ryals
    May 22, 2009 at 9:23 am