Sharon Credit Union, with five branches reaching the Neponset Valley down to North Attleboro, recently launched a rebranding program following a new branch opening in Foxborough in December, and the merger with North Attleboro Federal Credit Union last summer. 

"Our new logo is an inviting illustration of interlocking links showing the S, C and U, while reinforcing the name and brand that Sharon Credit Union has built in the community," said James Carlson, president of Sharon Credit Union. "In today’s challenging financial times, Sharon Credit Union has continued to prosper and had a stellar year, with a merger and the opening of a new branch."

The new symbol replaced a black eagle, which members and the community did not associate with Sharon Credit Union. BrandEquity of Newton created the new logo for Sharon Credit Union.

The rebranding process began when Sharon Credit Union recognized the need to appeal to a wider audience in a highly competitive market, according to designer Bill Kenney of BrandEquity.