Credit Union’s ‘Not a Bank. Better.’ Mark Invalidated by Judge

An Illinois-based credit union’s common law trademark of “It’s Not a Bank. Better.,” is invalid, a federal judge in California ruled in a victory for San Diego County Credit Union.

Citizens Equity First Credit Union failed to establish it has a “protectable ownership interest in the tagline” that’s “distinct from its ownership rights in its registered trademark, “CEFCU. Not a Bank. Better.,” according to an opinion issued Tuesday by Judge Gonzalo Curiel of the U.S. District Court for the Southern District of California. The judge also rejected CEFCU’s argument that Illinois state law, and not federal law, applies to the ...