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N.Y.-based credit union rebrands after charter expansion

Ticonderoga Federal Credit Union is changing its name to TrailNorth Federal Credit Union at the start of the new year.

The Ticonderoga, N.Y.-based credit union opted for the name change because of a recent charter expansion, expanding its reach to five counties in New York and one in Vermont.

The rebrand will take effect on Jan. 1.

“As we’ve grown to reach more communities, we’ve had to ask ourselves whether the name Ticonderoga Federal Credit Union, will continue to serve us in these new counties in New York and Vermont,” President and CEO Shawn Hayes and Board Chairman Richard Carpenter Sr. said in a letter to members. “In the end, our board of directors unanimously agreed we need a name that lets people in these new communities we serve know that they can be part of our credit union.”

The $114 million-asset institution first considered rebranding during its 2018 annual meeting. Based on a survey of current members and those residing in neighboring communities, the credit union learned that its name seemed to indicate that it only served those residing in Ticonderoga.

The credit union will change its logo as well. According to a Q&A page on its website, the credit union's strategy was to find a "less-is-more logo" that "separates itself from the competition." The TFCU mobile app will change its look and color to reflect the rebrand.

“While we will always have affection for the name ‘Ticonderoga Federal Credit Union,’ our new name will enable growth to serve [consumers] even better and bring what we’ve all loved about TFCU to more members in the North Country,” Hayes and Carpenter said.

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