SAN MATEO, Calif. -- As part of its move to a community charter and to ensure that every touchpoint truly embodies its brand, U.S. First Credit Union has revamped its logo and tagline.

The logo features a fun, bold graphic representation of a person with arms uplifted. With an eye on balancing the logo, the typeface is a clean, simple sans serif that is crisp, modern and forward looking.

"It's a joyful and prosperous image that concisely communicates our warm, personal service and our hopes for the members we serve," said U.S. First CU President/CEO Shannon J. Riley.

Building on the idea that great rates and sincere service translate into prosperity for U.S. First members the credit union's new tagline is simply the word "Prosper."

"It captures the essence of what we want for all our members. The tagline springs from our sincere goal to do everything we can to help our members prosper," said Riley. "We have a strategic plan that embraces growth in the years to come and made a commitment to make U.S. First a fun and easy place to do business."