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Y-12 Credit Union Introduces Bold New Look

February 6, 2024

OAK RIDGE, TENN, (January 31, 2024) – Y-12 Credit Union (Y-12 CU) continues to build upon its 74-year-old East Tennessee financial legacy by proudly announcing the launch of its bold new look. This exciting transformation reflects Y-12 CU's innovative spirit and adaptability in an ever-evolving financial landscape.

The driving force behind the updated logo and new brand color palette was to showcase the institution's evolved personality it boasts today. Although the logo has a new design and color scheme, the integrity of the past remains intact, signifying homage paid to the rich history of the Credit Union and its name.

Vice President of Marketing Amber Price shared the essence of the brand shift by acknowledging how its boldness reflects the diverse landscape East Tennessee has become. “Our new brand reflects our commitment to growth, innovation, and the unique story that defines us; it boldly represents the credit union we are today. Everyone has distinctive goals and dreams, and our Credit Union promises to be here for every why,” said Price.

There are no operational changes to be expected with the brand refresh, and no actions are required from members. The updated elements of the Credit Union’s brand include:

  • New brand colors.
  • New contemporary logo.
  • Brand appeal that portrays the Credit Union as a financial partner that makes banking as easy as it should be.
  • New “nickname,” Y-12 Credit Union. The legal name of the Credit Union is still Y-12 Federal Credit Union.

Chief Experience Officer, Courtland Crouchet shared how the new brand voice will better position the Credit Union to connect emotionally with its members and communities. “Financial speak is traditionally very formal and often heavy to digest. As we continue to be the trusted financial institution that we have always been, we want to showcase our human element more prominently by making our members feel at ease when they bank with us. I often say that our Credit Union is East Tennessee’s best-kept secret because once people experience us, they love us. So, our new brand messaging helps us share what our members already know with the broader public,” explained Crouchet.

Y-12 CU formally plans to launch the new brand on February 1. The Credit Union has developed a dedicated page on its website to share brand details and answer questions. Visit Here for Every Why and see the bold new Y-12 Credit Union.

About Y-12 Credit Union
Y-12 Credit Union is a full-service financial institution headquartered in Oak Ridge, TN, with 16 branches located in Anderson, Blount, Campbell, Knox, Roane, Loudon, Union, and Sevier counties serving over 114,000 members. Membership is open to businesses and individuals including immediate family members that live, work, worship, or attend school within our eight-county service area. Membership may also be obtained for individuals who join the Y-12 FCU Gives Foundation. For more information about Y-12 Credit Union, visit