GENEVA, N.Y. — Finger Lakes Federal Credit Union has unveiled a new brand identity that includes shortening its public-facing name to Finger Lakes Credit Union, along with a new logo and updated visual design.
The $253 million credit union said the rebranding reflects its growth and broader range of services while maintaining the mission and values it has upheld since it was founded in 1967.
Under the new branding, the institution will market itself as Finger Lakes Credit Union, dropping “Federal” from its name in consumer-facing materials. The refresh also includes a redesigned logo, updated typography and a new color palette.
The new brand was introduced to members in late June and is being rolled out across the credit union’s website, social media channels and other marketing materials, the Finger Lakes Daily News reported.
Reflects Six Decades of Growth
President and CEO Bob McFadden said the updated identity reflects nearly six decades of growth alongside the communities the credit union serves while reaffirming its commitment to members.
The updated branding will continue to appear at branch locations, digital platforms and marketing materials through the remainder of 2026 and into 2027.
Founded in 1967, Finger Lakes Credit Union serves more than 22,000 members and operates branches in Geneva, Phelps, Fairport and Webster, according to the Finger Lakes Daily News.
