Rebranding efforts are common in the credit union world these days, but peek behind the curtain at cooperatives such as Los Alamitos, Calif.-based Southland Credit Union, which unveiled a brand-new logo and tagline last week, and it’s easy to see how complicated, demanding and important it can be to rebrand a credit union.

Southland, which has $749 million in assets and about 59,000 members, made two big changes. First, it scrapped its palm-trees-and-mountain silhouette logo, replacing it with one featuring a single palm tree against a blue and orange background. Second, it rolled out a new tagline — “Your future made easy.”  It was the credit union’s first rebranding effort in 15 years, and the credit union said it plans to have the new logo and tagline on all of its communications starting Oct. 1.

The move highlights the variety of ways credit unions go about revamping themselves, and two of Southland’s leaders gave CU Times the inside scoop on why the credit union rebranded, how the process played out and even what it cost. Here are four things credit unions can learn.

Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.

Your access to unlimited CUTimes.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical CUTimes.com information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including Law.com and GlobeSt.com.

Already have an account?


NOT FOR REPRINT

© 2023 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Tina Orem

Dig Deeper

 

Credit Union Times

Join Credit Union Times

Don’t miss crucial strategic and tactical information necessary to run your institution and better serve your members. Join Credit Union Times now!

  • Free unlimited access to Credit Union Times' trusted and independent team of experts for extensive industry news, conference coverage, people features, statistical analysis, and regulation and technology updates.
  • Exclusive discounts on ALM and Credit Union Times events.
  • Access to other award-winning ALM websites including TreasuryandRisk.com and Law.com.

Already have an account? Sign In Now
Join Credit Union Times

Copyright © 2023 ALM Global, LLC. All Rights Reserved.