ATLANTA — Less than one week after BB&T and SunTrust announced the new name for their merged bank, a Winston-Salem, N.C.-based credit union filed a suit contesting the new name.
The suit, which was filed Monday by Truliant Federal Credit Union on Monday in a North Carolina federal district court, claims the use of the name "Truist" is "likely to cause confusion among the consuming public, purchasers of personal and commercial financial services, as to the source, approval, sponsorship or affiliation of (the merged bank's) services with the like services of Truliant."
In the lawsuit, Truliant says it holds trademarks on a number of phrases associated with the term "Tru," including:
- Truliances
- Tru-Financial Checkup
- Tru2Go
- Truism
- Truceratops
- Truguidance
- Truly Different ... Truly Caring ... Truly Refreshing ... Truly Helpful ... Truly Personal ... Truly Affordable
- #TruCommunity
BB&T and SunTrust announced the new name last Wednesday.
"Truist allows us to convey the message that we will remain true to our legacies," said Donta Wilson, BB&T's chief digital, client experience and marketing officer, who said the process of picking a new name was driven heavily by data derived from employee and client input.
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