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CU System
SECUs new branding logo take different direction
LINTHICUM, Md. (8/16/10)--State Employees CU of Maryland (SECU) is introducing a new brand and new logo next week to highlight that SECU is a substantially different alternative to banks. “We want everyone in Maryland to know who we are and that we are committed to taking [financial services] in a very different direction,” Rod Staatz, CEO of the $2.02 billion-asset, Linthicum, Md.-based credit union told Investment Weekly News (Aug. 21). “The bottom line is that as a credit union, we answer directly to the people who bank with us and will always make them our priority. Unlike banks which report to stockholders and have their own--not necessarily their customers’--best interests at heart.” During the past few years, SECU has endeavored “to evaluate what consumers value most and want in a financial institution, how we do business, and what our goals are,” Statz told the publication. “And now, we are doing things better. We are taking banking in a different direction through our commitment to always do what is right, to keep things simple, to provide exceptional service, and to never be controlled by outside owners.” Specifically, the credit union has changed its blue logo to a more contemporary green design, which reflects a more modern approach to conducting business, Investment Weekly said. “In an economy such as the one we are all facing today, it is more important than ever for SECU to stand out from the crowd,” Staatz told the publication. “We want people who bank with us currently and those who are looking for an alternative to traditional big banks to understand that SECU offers great options for home and auto loans, checking and savings, credit cards and business accounts. [We are saying to consumers] we want your business and aren’t afraid to ask for it because we know we will do what is right for you.” Also, SECU has introduced the “different direction” tagline to it printed materials, website, and other collaterals. “That phrase perfectly sums up what SECU is all about,” Staatz told the publication. “The needs of those we serve will always be our No. 1 focus, and that represents a different direction for many consumers who are used to simply settling for what their banks have to offer.”


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