SALT LAKE CITY (8/23/10)--The Utah League of Credit Unions has changed its name, logo, and the address to its website. Its new name is "Utah's Credit Unions." The official corporate name of the trade association will be the Utah Credit Union Association, but it will refer to itself as Utah's Credit Unions when communicating with consumers and the media, the association said in a press release Friday. Association officials believe that average consumers will care more about their individual credit union has to say than they do a trade association, the press release said. "I tell people I work for the league, and many of them request clarification," said Utah's Credit Unions President Scott Simpson. "I have to explain that I work for all of Utah's credit unions as a group. We feel current market trends support simple, direct messaging, so that is the direction we have chosen." When the association was established in 1935, the term "league" was used widely to describe a group of people, businesses or countries that came together for mutual protection and cooperation, but now it's mistaken for a sports term, Simpson told The Salt Lake Tribune (Aug. 20). The association has used "Utah's Credit Unions" in the past, most recently in a well-received branding campaign whose logo and tagline were "Utah's credit unions. The Difference. You." It also used the phrase in its earlier "Utah's Credit Unions, the People's Choice" campaign, the release said. The association's board had been considering a name change for about a year. It is following a trend set by other leagues that have dropped the "league" and added "association" to their names. Utah's Credit Unions' new website address is www.utahscreditunions.org.