RANCHO CUCAMONGA, Calif. — In an effort to strengthen company and brand awareness Credit Union Direct Lending has shortened its moniker to the trade name CUDL and revamped both its logo and corporate Web site.

CUDL administers both the Credit Union Direct Lending (CUDL) and DecisionApp programs, which allow members to receive credit union financing at the auto dealership through an automated decisioning system.

The new logo incorporates the shape of a heart, which communicates warmth and caring, and is a strong extension of the company's new brand “CUDL” (“cuddle”), the organization said. The right side of the logo's “heart,” in blue, depicts a steering wheel, with the “head,” in red, above the left side of the “heart” representing a driver. Together, these symbols represent the company's tie to both the auto industry and its credit unions and members. The company surveyed both credit unions and dealers for their awareness and use of the company brand, and found inherent brand equity with the name “CUDL” by both customers.

“The new brand represents and effectively communicates our continued focus on and dedication to helping credit unions successfully grow their auto lending programs and our commitment to developing the technology and products to achieve this goal,” said Tony Boutelle, president/CEO of the Rancho Cucamonga, Calif.-based CUDL.

Simultaneous with the company's new brand launch, CUDL debuted its new corporate portal Web site (www.cudl.com), which is consistent with the company's new branding. The new site design showcases CUDL's position in the industry and provides user-friendly navigation, offering information about the company's products, services, news and industry events, while including easy navigation to the company's client sites.

The CUDL network includes more than 8,000 dealerships and 580 credit unions in over 45 states nationwide.

Instant Insights /

CUDL Introduces New Logo and Corporate Website

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