Brand Update

Message from the President & CEO

As you may recall from our 2014 Annual Report, developing a Brand Strategy was a key initiative for our organization.  With today’s increasing competition and ever-changing technologies, CUA conducted a comprehensive review of its brand and logo to ensure it aligned with who we are and how we intend to grow in the future.  You would have received a letter from me and our Board Chair, Walter Thompson, communicating the launch of our new brand and logo on October 15, 2015, which is depicted at the top of this page.

The outcome of the Brand Strategy was based on a tremendous amount of research and collaboration over the past year with our staff, members and the public, in order to understand perceptions of our brand in the market. We found that we have some major hurdles to overcome, in that most people do not understand what CUA is, what products and services we offer, or they assume that we are only open to limited individuals or organizations. We are proud of the products and services we offer, and we want to be able to help more people to achieve their full financial potential.  In order to do that, people need to know who we are and what we offer – and the strength of our organization relies on the strength of our members, since you are also our shareholders. We determined that an update was needed to our name and logo, which has remained virtually unchanged over the last several decades.

Many of you already refer to us as CUA, and so this “new name” felt like a logical fit.  The tagline, “the better way to bank”, builds on our existing tagline of “a better approach to banking”.  The tagline reflects our belief that we are a better option than other financial institutions because of our ability to deliver flexible products and personalized service that meets the unique needs of each member.  The term “bank” has been intentionally incorporated in order to address the lack of awareness and understanding among the general public of the types of products and services that CUA offers.  Without an understanding of the nature of CUA’s business, individuals do not identify or consider CUA as an option for their financial needs.

No action is required on your part.  Our legal name will continue as “Credit Union Atlantic” and there is no change to your existing banking card, cheques, or other items you use for your banking transactions.  In order to support our commitment to the environment, we will continue to use materials with the existing logo until it is time to order a new supply.  You will begin to see our new logo incorporated on our print and digital materials as well as our branch signage.

Thank you for your continued business, and for sharing your invaluable thoughts with us in our annual Member Survey to help inform the development of our brand – it is truly appreciated.  We are honoured to be the banking institution you have chosen to help guide your financial future, and we look forward to growing stronger together.

Should you have any questions or require additional information, please do not hesitate to contact us at 902-492-6500 or

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