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Why did Credit Union of New Jersey decide to create a new brand?

Credit Union of New Jersey has had a rich history—one in which we’ve grown from serving just one core group (New Jersey State Highway Workers) to all State of New Jersey employees, hundreds of employee groups and most Counties and Municipalities administered under the State of New Jersey Local Government Merit System. In point of fact, anyone who makes a donation to the Credit Union of New Jersey Foundation is eligible to join us. As we’ve expanded our field of membership and the products and services we offer, it became evident that our existing brand no longer accurately represented the dynamic, forward-thinking financial institution we’ve become.

 

Why did the credit union decide to retain its name?

Changing our name as part of the new brand was certainly considered. But after interviewing many of our staff, surveying members and conducting focus groups with prospective members, this feedback (along with additional research) clearly told us that “Credit Union of New Jersey” most effectively and powerfully represents who we are and who we serve—now and well into the future.

 

You will see a difference in how we abbreviate our name, though. For years, we’ve used “CUNJ” for short. Going forward when we abbreviate our name, we’ll use “CU of NJ,” a small but distinct difference.

 

What does the new logo represent?

To understand the full impact of our new logo, you have to look at the three individual elements that comprise it:

  • The stars—characterizing aspiration, inspiration and guidance. The multiple stars equate to both unity and strength in numbers.
  • The eagle, a majestic bird that embodies longevity and great strength, is also our nation’s symbol, representing freedom and opportunity.
  • The shield, a tool that exemplifies protection and strength, as well as hope, balance and growth.

By joining them together, we’re creating a synergy where the sum of the parts is greater than the whole; where the acronym TEAM stands for “Together, everyone achieves more.”

In other words, we are imparting to members and prospects alike that Credit Union of New Jersey is the place to go when you need guidance to reach for the stars. Where you can feel safe in following your dreams. Where you can enjoy, “The Freedom to Prosper.”

 

Why is “The Freedom to Prosper” the new tagline and what does it mean?

To stay true to our name and the people we serve, we’ve aligned ourselves with the New Jersey state motto, “Liberty and Prosperity,” that appears on our state flag.

We have always viewed the universal credit union philosophy of “People Helping People” as an honorable mission. To consistently fulfill this mission, all of our resources must be channeled into serving our members and providing them with “freedom” by way of smart financial products, focusing on a “mobile-first” delivery and superior member service.

“Prosperity” is a positive word that can be defined by each individual member based on their own financial goals. It resonates with the hard-working spirit of our members who are channeling their efforts into creating a better quality of life.

The “Freedom to Prosper” is a brand promise that our entire team at Credit Union of New Jersey is ready, willing and able to help you plan and execute a short-, medium- and long-term financial strategy, then help you move toward success.

 

FAQ’s:

a. Has Credit Union of New Jersey merged with or acquired another financial institution?

No, not at all. Our decision to rebrand the credit union is a strategic one, driven by the simple fact that the current brand no longer reflects the dynamic, forward-thinking financial institution we’ve become. Nor does it reflect as fully as it should the diversity of our membership.

 

b. Will I need to order checks with the new logo?

No. You can continue to use the Credit Union of New Jersey checks you have now until you run out. When you reorder, your new checks will have the new logo.

 

c. Will there be any changes in my account statements or when I receive my statements?

No. The only change will be in the way the statement reflects the new logo and brand.

 

d. What about my Credit Union of New Jersey-issued ATM, Debit and/or Credit Cards?

All current transactional cards will be honored until their respective expiration dates. At that time, you will receive new cards with the new logo.

 

e. Will branch hours of operation remain the same?

Yes. Our hours will remain the same.

 

f. Will any phone numbers or contact information change?

No. Our address, phone and fax numbers will all remain the same.

 

g. Will the website change?

Yes. A new website is currently in development. The actual launch date is planned for the fourth quarter of this year. But, rest assured. We’ll keep our members informed of its progress. In the meantime, and until we’re ready to launch the new site, our current site at cunj.org will undergo somewhat of a makeover to reflect our new brand.

 

When the new website is ready, it will be available at the same address.

 

h. Will any of the staff or Board of Directors change?

No. You’ll still be dealing with the same helpful people.

 

 

 

 

 

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