-Editorial
First Imperial Credit Union will officially rebrand as Corazo Credit Union beginning September 8, 2025, marking a significant milestone in its 83-year history of serving Imperial County and surrounding communities.
The name “Corazo,” inspired by the Spanish word corazón (meaning “heart”), was chosen to reflect the credit union’s core values and its long-standing commitment to putting people first. The new slogan, “People are the Pulse,” emphasizes this member-focused approach.
“This name change is a celebration of who we are and who we serve,” said Fidel Gonzalez, President and CEO of First Imperial Credit Union. “Corazo Credit Union represents people who are the heart of our mission.”
The updated branding features a logo of symmetrical heart elements pointing toward a central dot, symbolizing the union’s focus on its members. The new color palette includes deep teal and warm desert-inspired tones, evoking the regional identity of the communities it serves.
According to Chief Experience Officer Marlena Renteria, the rebrand reflects continuity and progress. “Corazo speaks to the connection we have with our members and communities. We are proud to evolve while staying true to the people who are at the core of every decision we make.”
The rebranding will be phased in over the next year. There will be no changes to member accounts, leadership, or services. The institution clarified that this is not the result of a merger or acquisition.
First Imperial Credit Union—soon to be Corazo Credit Union—is based in El Centro and is designated as a Community Development Financial Institution (CDFI), Minority Depository Institution (MDI), and a low-income credit union. It currently operates branches in El Centro, Calexico, Imperial, and Brawley, with plans to open a fifth location in La Quinta.
